ASW Games have stuff like MOM mode, story mode, arcade mode that continues the story after. Tons of tutorials, tons of trials, gallery, colors, and system voices to unlock.
Their other games have niche appeal, so all of this content doesn't translate to casuals, but that won't be the case with motherfucking Dragonball.
I mean, saying casuals are going to drop a fighter after a week isn't saying much. Just looking at the IJ2 thread and seeing guild activity drop off tells me that. More important to have a great first impression so that those casuals will come back for sequels.