When reading different articles about gamedev here and here I see the abbreaviation UA. What does UA mean?


1 Answer 1


It means user acquisition.

It is generally used in the context of determining how you get people to pay for your service (or how do you get money from your users), and is often link to how much this costs.

  • \$\begingroup\$ I would add that UA is often paying users to install your free game. \$\endgroup\$
    – Almo
    Apr 1, 2019 at 15:41
  • \$\begingroup\$ @Almo Not necessarily paying users. Mostly it’s just buying ads targeting your desired demographic, on Facebook for example. There are some platforms that direct some of that money back to the end user, for example in the form of rewards that come from the advertisement publisher’s platform (eg. “Download and play this other random game we have no affiliation with and we will give you 100 gold bars in our game!”). This tends to increase users acquired, but decrease longterm retention. \$\endgroup\$
    – Ed Marty
    Apr 2, 2019 at 6:47
  • \$\begingroup\$ "not necessarily" yes, which is why I said "is often". It's important that this is part of it since it's one of the most important methods in the mobile market.Companies pay tons of money paying ad companies to generate installs. \$\endgroup\$
    – Almo
    Apr 2, 2019 at 13:48

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