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Strictly talking about statistics, it depends on the context. From everyone who bought the game, 39% started it. From everyone one who played the game (so started it) 79% completed the first level.
On steam it's always a percentage of the people who bought the game/added it to their library
It actually only includes people who launched the game. This achievement essentially shows how many people actually clicked play after launching.
I see, my bad
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