With so many games available across every platform, convincing the player to take a chance on your game can be a difficult task. And that's only the start of it, as keeping that player hooked to said game is just as - if not more - important. Companies go about this in all sorts of ways. Some start you off with a healthy chunk of in-game cash, others continually offer new content in the form of updates, and others yet employ in-game events. DeNA relies primarily on the latter of those three.