A cool thing about self-publishing these days is you can keep updating your game. Sometimes you have to do it because say, Apple broke everything with their latest iOS, but aside from that I like to keep improving and polishing it for my own satisfaction, and I feel I have the best results when users are interested enough in the game/app to provide feedback and suggestions (generally, they tend to be nicer if they feel like they're part of the development process, although there's always someone who thinks it should be a totally different game).