Board Thread:News and Announcements/@comment-24972932-20141027122057/@comment-25278478-20141027184422

A lot of the higher rank players eventually get bored and leave. I think it'd be better for the games longevity if you released updates over time, as players who're bored of the current state of the game and check back will try out the new updates. If you release the entire update at once, players will have to get used to a significant amount of changes that they might not adjust to. Plus, once they're done playing with the update, they'll just leave again until there's new content.

tl;dr Updates over time = more visits, time for players to adjust, reason for bored players to play for longer than 3 days immediately after release.