Attract more users! This is a common answer to the question about the plans of mobile studios developing f2p projects. In the initial stages, this will give a certain popularity to the game, but UA alone will not bring stability in the long term.
Eventually, the cost of acquiring new players will reach the point where your ROI is at its lowest.
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Once you start attracting players, metrics will give you direction. Retention, conversion, ARPU, ARPPU, ARPDAU, LTV, session duration, app download statistics, active users, and so on - all of them will help you make decisions based on real data. The numbers do not meet expectations - this also happens. Use this to your advantage and adjust your acquisition strategy.