The development on additional features and improvements to your game should be driven by intelligence gathered against real users playing your game in market. We call this Milestone development against benchmarks.
Let's say your game has a retention profile that looks like this:
These numbers are sub par compared to industry benchmarks:
Depending on your game, it's primary audience, user type and platform, you will need to assess what metrics your are failing to hit benchmarks for and shape your development to hit them.
If retention is a problem for you game, here are some examples of solutions:
Make a quality product. (obviously the most
important thing on this list).
Increasing difficulty. Make it easy to level up at
the beginning of the game, and then make it increasingly harder and
take longer. This will make the game more challenging. This is also
a monetization technique because users will buy coins, etc. to
speed up gameplay.
Mobile push notifications. Remind users to to log
back into the game when you publish new content, or when they need
to take an action (feed a pet, etc.).
Energy. If users need energy to keep going, they
will either buy energy or wait and come back several times a
day.
Provide deep content. Publish new themed content
on a regular basis.
Seasonal content. Offer content specific to the
season or holidays. For example, Tiny Zoo recently offered special
animals for Father's Day and decorations for the Queen's Jubilee,
and Zynga launched an entire new version of CityVille for the
winter holidays.
Collection completion. Users will repeat actions
to complete collections or gain a new skill.
Story development/Quest unlocks. Users are
incentivized to engage in the game-or pay for coins/energy/gems--
to advance an interesting story/plot. Zynga is very weak in this
area, but it's getting better.
Identity development. Users can develop a sense of
identity through playing a game. An example is Vampire Wars, which
was very attractive and engaging to young people interested in goth
culture/fashion.
Build a hardcore community. You can do this with
wikis, Facebook pages, and other social platforms, or more
sophisticated custom solutions.
Offer shareable power. Players help other players.
Tiny Zoo and Tiny Village both offer this with tips-- users can
leave tips for other players after they visit others zoos/villages.
You can see another example of shareable power in Mafia Wars-users
can "save" a player/friend that's losing in a fight.
Care obligation/Tamagotchi (users will log in to
take care of characters in the game). Tiny Zoo uses this technique
with babies that must be placed in their pens before they get
"sick," requiring users to log back into the game to take care of
them. One of the earliest examples of Tamagotchi are those virtual
pets on keychains sold by Bandai.
Announcements of new content in-game. At game
launch, when leveling up, etc., announce the latest animals or
content themes.
Daily rewards for returning. There is some
argument about the effectiveness of daily rewards, so you may want
to read up about this or run your own A/B test.
User Generated Content (UGC). A great engagement
tool, both for content creators and content consumers.
User profiles. This allows users to develop a
sense of identity in the game (more essential in social mobile
games)-- it also generates a sense of investment in the game. The
more sophisticated, the better.
Network effects (users are drawn to the product
because their friends are already there). Truly social games like
Draw Something rely on network effects to both attract and retain
users.
Engagement loops with organic notifications from other
users' actions. Forexample, receiving an email from
Facebook when a friend posts a picture of you and tags you. The
message from Facebook is something like "Your friend has posted a
picture of you on Facebook." Even if you're not an active Facebook
user, you will be compelled to log in. This essentially draws you
into the network via your friends.
Stat boosts/ skill specialization (users buy or
earn points that give them a specific kind of skill in the game).
This was used in Mafia wars, where users could become specific
kinds of mobsters with specific skills if they earned enough
points. This is also a form of identity development.