I see a issue here :
http://justpressstart.net/sword-of-the- ... iscussion/And that's for the Steam version, Android players are going to find it even more complicated by comparison. If I, who is used to complicated 4X interfaces, had to make quite a lot of effort to understand the game, how it is for your average tablet user!? (IMHO, having an even more step-by-step tutorial, with explanation text that is showing in parallel as the player can take actions, would help a lot. Also, having access to this information from anytime in the campaign or scenarios - you cannot send every player (especially tablet player) a manual he could read at the same time, but something has to replace it.)
I feel that (I'm assuming) the lack of success of GP is due to trying to make a complex, touchscreen compatible game for wargaming fans : things that (at least in my mind) don't go well together (resulting in an extremely small target demographic).
I feel that the complexity of GP is a bit too much for touchscreens (and I feel it can't really be played properly on screens smaller than 13 cm (5.1 inches), unless using a stylus and having excellent sight) ... and makes for a lot more annoying to use UI on PC than it could be since right & middle click and keyboard shortcuts did not have any real focus put on them.
P.S.:
One thing that might also put off new players is the sheer number of units in some scenarios. I think that emphasizing "easier" scenarios for new players with a few starting units (and all in the same spot) like "Firelands" would help. The (human) campaign has less starting units, but might be off-putting for a starting player because he has to choose which units to buy before even the first mission, and a chance to try these units out.
There's another issue when first starting the campaign : first you start by clicking on continue multiple times, on the right side of the screen, but once you've bought your first units, instead of continuing clicking on the right side of the screen, you now need to click "Back" on the left side of the screen - which is confusing because you might think that would cancel all the purchases you made, so the player feels that he's stuck. This pretty much what happened here :
https://www.youtube.com/watch?v=ecL2gQgXsqg&t=600 (first video when you search for ground pounders on youtube), though the upgrade freeze certainly didn't help.