When I buy a AAA game from the store, I have a vested interest in liking the game. I’ve plonked $60 down for it, so there’s less of a chance I’ll abandon it just because the installer is annoying, or the tutorial is a bit dull, or because I have to create an account first. I’ll give the game a chance… at least a half hour.

But if it’s a web game, I’m not going to give it more than a minute of my time. That first minute has to hook me, draw me into the second minute. The second minute has to draw me into the third, and so on, until I’m solidly invested in the game.