Glossary

The words, in plain English.

What we mean when we say it. Useful for briefs, decks and procurement.

Branded game

A short playable experience built around a brand or campaign, where the product is part of the game mechanic. Runs in apps, on the web, in ads or at events. See the service →

Playable ad

An interactive ad unit, usually 15 to 30 seconds of gameplay, served on Meta, Google or programmatic networks. The ad is the demo.

In-app overlay

A lightweight game or interaction that loads on top of an existing app without a separate install, so every daily active user can play.

Print mixed reality (Print AR)

A scan-to-experience layer for physical print. A QR or image on a newspaper ad, pack or hoarding opens video, 3D, a game or a form on the phone, with analytics per scan. See the service →

WebAR

Augmented reality that runs in the phone browser from a link or QR, with no app to install. See the service →

Snapchat Lens / Instagram effect

AR experiences that live inside Snapchat or Instagram and reach those platforms' users. Can include game mechanics and scoring.

Face-filter game

A game controlled by head or face movement through the phone camera, delivered as a Lens or in WebAR.

Motion-tracking installation

A physical activation where a camera or sensor tracks the player's body to control a game on a screen. No controllers.

Metaverse experience

A persistent multiplayer 3D world where many people are present at once: a virtual store, concert, launch or fan zone.

Real-time configurator

A browser-based 3D product model where the customer changes colour, trim and options and sees the result instantly. See the service →

Vertical slice

One fully polished, playable section of a game built early to prove the feel before the rest is produced.

Live ops

Everything that happens after launch: events, leaderboards, balancing, rewards and A/B tests, run on analytics.

Gamification

Using game mechanics such as points, streaks, levels and rewards inside a non-game product to drive engagement and habit.

DVC

Digital video commercial. A film produced for online distribution, often with a celebrity, and increasingly delivered in several languages via AI dubbing.

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