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I'll clarify about player population, the industry calls it DAU, or Daily Active Users. While I will not post this number as those a private and internal numbers. I can say that players in Holiday are not counted, only players that log in and play.
The industry also has lots of other acronyms for numbers.. ARPU, ARPPU, Mau, Conversion rate etc. There are some good write ups over on gamasutra.com . Which by the way if you want to understand or work in the game industry is a great resource.
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