I also love how the same people who talk about making app access easier, also talk about how it should need to be installed over the app store (which requires authentication and extra steps compared to a browser game.)
Well, if it
is an app and not a web game, then providing it over the app store does lull people into a (possibly not false) sense of security compared to having them download an app from a website and install it. Not feeling like they might be downloading a virus reduces stress which makes the process easier on them despite any extra steps.
But yeah there are lots of free games out there, countless ones released on itch.io every day, you do still need more than being free to stand out.