a generous 15 minutes to grab the player?

"In the old days, again, we were talking about the golden hour – you had to catch the player in the golden hour to get them to love it enough and tell their friends and whatever. These days it’s more like the golden 15 seconds," he commented. "You can actually watch the little waterfall graph of the longer the bar goes for loading, the more people you lose forever for first time players.”

http://www.industrygamers.com/news/zynga-on-why-triple-a-developers-fail-at-social-games/

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