As the title goes, Niantic, the developer of the Pokemon GO augmented reality game, is not doing enough to retain its players beyond the initial launch stage of the game, by research data shows. Unlike some other gaming apps, like Candy Crush Saga for example, the developer King actually plays by the timing of the release of new in-game features to keep players with their game.

Despite being a strong game with a strong title and a strong brand name while being backed by the great Nintendo, the Pokemon GO game could be more than what it is if Niantic takes a bigger step in adding more in-game features or new versions of the game. According to the San Francisco Chronicle, research data shows that Pokemon GO’s number of downloads peaked at 5.7 million on July 12, dropping to just 1.6 million last Wednesday. And the number of monthly users — those who played the game at least once in a given month — peaked at 87 million on Aug. 4, then fluctuated and settled at 58 million, even as the game was released in more countries.