Not all users provide the same value to an app. Multiple casual users provide different benefits than a few dedicated ones who constantly use the app, for while all users are important, the ones that continually use it provide more to an app’s success than those who just download it. This is why it’s necessary to understand the lifetime value of app users, from those who download an app and never open it to “super users” who use it on a daily basis.
In the competitive market of mobile games, it’s important to stand out if you want to see downloads and have active players. A forgettable user experience will drive users to play the game once and never think about it again. The games need to stick in their minds, secure a spot in their memories and continue to draw them back in.