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What is deemed "End Game" when you upgrade etc.
When you win the month?
When you lose the month twice?
When you lose the month once?
At the end of every game you play, whether you win or lose, you get to choose 2 upgrades.
The term "game" is used consistently throughout the rulebook. It refers to performing setup, going round the table taking turns, then winning or losing. That's one game.
A month consists of one or two games.