20 words no one in the mobile games industry should use
summary
Names 20 overused phrases and gives concrete fixes: replace whales with “top 1–2% paying users” and track their ARPPU and percent-of-revenue, stop saying user uses and measure sessions per cohort, ditch vague lifetime value claims in favor of 30/60/90‑day LTV and retention curves. Shows actual tools — cohort analysis, A/B tests, revenue percentiles — and cites a real case where changing language and metrics lifted retention by ~7% and clarified monetization strategy.
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