Reference
Mobile app glossary.Definitions for operators.
221 field definitions covering ASO, rankings, monetization, attribution, user acquisition, analytics, and retention.
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Definitions
Monetization terms
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Abandonment RateThe share of users who start a flow — a purchase, checkout, trial sign-up, or onboarding step — but leave before completing it. The mirror image of completion (conversion) rate.App MonetizationThe umbrella term for every way a mobile app generates revenue: IAP, subscriptions, ad inventory, paid up-front pricing, sponsorships, and hybrids of the above.ARR (Annual Recurring Revenue)The annualized version of MRR — total recurring subscription revenue projected over a 12-month period. ARR = MRR × 12.Average Order Value (AOV)The average revenue per individual transaction — total revenue divided by number of orders. A monetization metric measuring how much value each purchase event captures.Battle PassA seasonal monetization mechanic where players purchase a "pass" that unlocks tiered rewards as they play during a defined season — the fastest-growing F2P revenue category.Casual GamesA broad genre of easy-to-learn, short-session mobile games — the highest-volume segment of mobile gaming, monetized through a hybrid of ads and in-app purchases and grown largely through paid user acquisition.F2P (Free-to-Play)A mobile-game business model where the game is free to download and play, with revenue generated through in-app purchases, advertising, and battle passes.Family SharingApple and Google's mechanism for sharing app subscriptions and IAP purchases with up to 5-6 family members under one purchase.Free TrialA subscription introductory offer that grants the user free access for a fixed window (typically 3, 7, or 14 days) before automatic conversion to the paid period.FreemiumA business model where the app is free to install and use at a baseline level, with premium features, ad removal, or higher quotas gated behind a one-time or recurring purchase.GachaA mobile game monetization mechanic where players pay for a randomized reward — typically a character, item, or card from a defined pool with weighted rarity tiers.Game EconomyThe designed system of currencies, resources, sources, and sinks that governs how value flows through a mobile game — the foundation of F2P monetization balance.GameTechThe ecosystem of technology and tooling that powers mobile game development and growth — engines, monetization SDKs, live-ops platforms, analytics, and UA tools.In-App Purchase (IAP)Any purchase made inside an app after installation — consumables, non-consumables, or subscriptions. Processed by Apple or Google, who take a 15-30% commission.In-Game CurrencyVirtual currencies used within mobile games — typically a dual system with soft currency (earned through play) and hard currency (purchased with real money).Introductory OfferA subscription offer — typically a free trial or discounted first period — available only to users who haven't previously subscribed to that product.Live OpsThe discipline of running continuous in-game events, content drops, and seasonal updates after launch — the operational engine that drives retention and monetization in mature mobile games.MetagamingThe systems that sit around a game's core loop — progression, collection, base-building, social and event layers — that give long-term purpose and drive retention and spend beyond moment-to-moment play.Mobile Game MonetizationThe set of mechanics by which mobile games generate revenue — IAP, ads, battle passes, subscriptions, and hybrids of these.MRR (Monthly Recurring Revenue)The total recurring revenue from active subscriptions normalized to a monthly basis — the central financial metric for any subscription-based mobile app.OfferwallA monetization format where users complete external offers (install / try other apps, complete surveys, watch videos) in exchange for in-app rewards.Pay-to-Win (P2W)A monetization design where paying real money gives meaningful in-game power advantages over non-paying players — a contentious pattern that polarizes player communities.PaywallThe in-app screen that asks the user to subscribe or buy — the single most revenue-sensitive surface in a subscription app.Pity SystemA guarantee mechanic in gacha mobile games: after a defined number of pulls without a rare drop, the next pull (or a small subsequent number) is guaranteed to yield the rare reward.Price LocalizationSetting different IAP / subscription prices per country to match local purchasing power and pricing expectations — supported natively by Apple and Google price tiers.Progression CurveThe designed pace at which players advance through levels, content, or rank — typically tuned to balance free-player engagement with paid-monetization opportunities.Promotional OfferA discount Apple or Google lets you grant to existing or former subscribers — eligible to users who have already redeemed an intro offer on the product.Soft LaunchLaunching a mobile game (or major app update) in a small subset of markets first — to validate retention, monetization, and balance before committing to global release.SubscriptionA recurring in-app purchase that charges the user on a fixed cadence (weekly, monthly, annual) until they cancel.Subscription Purchase Deferral (Billing Retry)The mechanism by which Apple or Google automatically retry a failed subscription renewal payment (expired card, insufficient funds) before treating the subscription as cancelled.Subscription TierA distinct subscription level with its own price and feature set — typically 2-4 tiers (e.g., Free / Plus / Pro / Premium) covering different willingness-to-pay segments.Tournament (Mobile Games)Time-bounded competitive events in mobile games where players compete for ranked rewards — a major engagement and monetization mechanic in social / competitive games.Trial Conversion RateThe percentage of users who start a free trial and then continue into the first paid period — the central unit-economics metric for subscription apps.Whale (High-Spending Player)A player who spends substantially more than the average paying user — typically the top 2-5% of paying players by lifetime spend, who generate ~80% of F2P revenue.