Jargon Buster

A purely advertising business model, no purchase is required of the game or available within the game.

An advertising business model, but with the addition of microtransactions that represent low-cost purchases that provide some form of additional content to the user.

A type of business model that works by providing basic services, or a basic downloadable digital product, for free, whilst charging a premium price for advanced or special features.

The number of times the target audience is typically exposed to content, advertising, or a specific ad, in the defined time frame. Frequency represents the average exposure when used in conjunction with cumulative reach estimates, though it can also be reported on the basis of specific exposure levels when evaluated in the context of discrete reach estimates through frequency distribution analyses. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1) In a similar vein, Effective Frequency refers to the number of exposures necessary to make an impact and attain communication goals.

A limit/cap on how many times a specific user is shown a particular advertisement within a given time period.

An AR experience where the camera is oriented towards the user’s face and alters something related to the face (i.e. selfies, face filters, etc.). This is the opposite of back-facing camera orientation.

An informal designation of the engagement a gamer has with video games, and of the type of game they are likely to play.

The hardware, software and runtime context around an in-game ad experience.

The EU General Data Protection Regulation (GDPR) is the new legal framework governing the use of personal data across EU markets from 25 May 2018. it is implemented in UK law by the Data Protection Act 2018. See our GDPR Hub for more information.