1 free read left. Create a free account for unlimited reading + AI research.
Create free account
20 words no one in the mobile games industry should use
Key insights
6 takeaways- 01The mobile games industry relies on jargon to mask poor strategic thinking and a lack of genuine innovation, which distances developers from player experiences and business health.
- 02Terms like 'whales' and 'users' dehumanize players by reducing individuals to mere revenue sources or abstract data points.
- 03Indiscriminate use of corporate buzzwords like 'engagement' and 'brand' is frequently used to obscure a lack of creative vision in game development.
- 04The industry must shift its focus from financial engineering and jargon-driven growth back to the core objective of creating artistic, enjoyable, and compelling game experiences.
- 05An over-reliance on metrics like 'lifetime value' and 'key performance indicators' creates a false sense of precision that often justifies business models based on luck rather than sustainable design.
- 06'Burst marketing' is a hollow strategy that prioritizes short-term download spikes over long-term engagement and product quality.
Ask AI about this video
Transcript
we have mr. Jordan 24 words and phrases no more games we never use this might be interesting okay thank you do is you come forwards I've had to come up and play around is it always this who can get one Daenerys when the Bible they don't you there everyone music means driver what Sony's you can just [ __ ] white please do like this is working on new stuff came from you again for this town really different form of email people say for making me nervous I don't care with a little gang go thanks damage what does endeavor to be dead thing happen once I care about thirty dollars versus phone pinned on telling me go let
me call me here we go eat when we call it up on me I don't mean they're easy to a mythical more than people so on for socal we speak Oh does it make known as for this party is an absolute perfect okay I'm ladies doing it all this is a happy voyage what Isis nemeth the way we using Wales is instead it's amazing solution to where people spend a lot of money okay so the whole thing is you're hunting whales we're going to look at a cure for that blah blah let's not know each other to do basic financing the mobile industry first published in World Cup events have been 12 okay this is Mission Point got stuck on something so something Karen oh okey so excited attorneys in mind POS and they're nocturnal do what he says by the instance was bad will give consent was rewarding video I doesn't matter look from the terminates the same thing is assuming your place of donkeys each each great point in the game good news enter
okay with mr. it's one in your lifetime value oh [ __ ] game a bit frightening gettin ready I'm just the areas on rock some sort of evaluate how stinky used two words describe it BS memory foam that numbers what it means no on tracks it used to make pretend you know what's going on with your with your businesses mother's simple thing what's this one came here I so those clothes take out that ever did kpi's but I think I suggest you have known key indicators that you measure I mean just showing you to say do something to measure inform our business oh you have its own so its aim to impress Germans they take our services Yogi's boxes birth so we used to talk about burst Kevin hopefully caribou maine yahoo google click you were skeptical but first a major reason be marketed you forget your malted yeah I'm spoke to those can they stay for the movie came up we were kind
of ghosts campaign and I'm not being ugly this or services get this goes in the other people this momentum to empty birth camp nou fermenting campaigns so you have to have download some movies anymore and then you get property I mean it's all just ratting marketing student cameras is taking fun and you're just using company to home to make some sample table as well what is its own audible it just is its Logan aquamarine all it's a lovely autumn slowly can jump in there Martin campaign the hang of seeing your head space I mean it so much in terms or something the video our preferences and we are putting some pricing them up and is the one of those who basically then business model these days look just it is kind of stories because it coming you know there's all some wind and think it happen if they just love you but me they don't understand that there's not a bootable they got lucky ones but really we should be worried about I think right on one of
them we should I got a 99 didn't off ebay because then you won't luck they don't always got a mathematical term thoughts there isn't us using our panels of goodness ominous of the top even exercising means of these I'm Hannibal tone a little means the Mohawk business valuation into growth no reasons it is plateauing so thank you so far these enough who uses a term paper cutout money but again it's issues its value Lumia be infecting them somehow with something nasty thing gets back parties in Louisville happiness or something what I'm talking about how it is in this kind of way where we can just be fast about mrs. you today way area extends names industry why do you engage the centering it what you became the second someone one more feet are you making game should be the poetry okay
now you have this one but this is is my pet hate thing I hate the most this is a user uses what are you wait this would like something to use this is what I think of God's presence people in pain away another day we'll talk about this use it it's so not just running more likely can't be true so what's this one you in fact is you know Mary what you love you know better bro I go in that over basic Smarties against one thing as well see we could probably a clever and services feel come impressive right but basically a negligible device okay it's a last-ball honor you won't know this Japanese foods in the Box anyone do this box it's get a box good so he uses my last 8 lbs you know the part number bengal tigers in the US Trade Mart our kennel new start and when people buy anything out that this is when they thought we had to do to get do what we
want to thank you freedom against our local suspected and you should be doing things a name that love but not the michael home so this is a little these days any guesses just got engaged for the fourth time no pitch media is not a bad around establish minion this is keen on [ __ ] written warning up from the Russell Brand so now let's implement branch what's a bread hello a radius miss knows he's a brand but then is mr. being a brand apparently here's a minute don't be there's all these evenings a brand number I mean cuz trampled in forever these easy term to be news we strive in 10 oh there it is again what boy what is he poison of the drum room this is my person but may I used term party money but often talk about companies began their ambitious so who here I probably does not ambitious who
name of the charity oh my decision marriages and uh I'm going
Summary
The mobile games industry relies heavily on a lexicon of jargon that often obscures business realities rather than clarifying them. The primary thesis is that the industry should abandon specific buzzwords and metrics that serve as crutches for poor strategic thinking or mask a lack of genuine innovation. By relying on empty terminology, developers and marketers risk distancing themselves from the actual experience of their players and the fundamental health of their businesses.
Key areas of concern include the dehumanization of players through terms like whales and users, which reduce individuals to revenue sources or abstract data points. Furthermore, the industry’s obsession with metrics such as lifetime value and key performance indicators is criticized for creating a false sense of precision. These figures are often used to justify marketing spend or business models that rely on luck rather than sustainable design. The practice of burst marketing is similarly highlighted as a hollow strategy that prioritizes short-term download spikes over long-term engagement or meaningful product quality.
The analysis extends to the misuse of corporate branding language, where terms like engagement and brand are applied indiscriminately to mask a lack of creative vision. The industry is encouraged to move away from these defensive, jargon-heavy communication styles and instead focus on the core objective of game development: creating compelling, artistic, and enjoyable experiences. Ultimately, the reliance on such vocabulary reflects a broader trend of prioritizing financial engineering and buzzword-driven growth over the craft of game design, suggesting that a shift toward clearer, more honest language would foster a more mature and sustainable industry.
Comments