While previous research on application adoption has partly advanced our understanding of factors affecting the adoption of mobile applications, less attention has been given to the whole process of application development, from idea characteristics to the supportive activities after launch. In particular, less is known about these factors in the context of developing countries, where mobile applications are gaining increasing popularity. In this vein, this paper, adopting a grounded theory approach, aims to identify factors influencing the adoption of entertainment mobile application from the developer's points of view focusing on different phases of application development in the novel context of Iran. The authors' in-depth semi-structured interviews with experts in mobile application development firms indicate 15 factors classified within four categories based on the application development process, entailing idea characteristics, design, marketing communications and supportive activities. The implications of these findings provides valuable insight into why some mobile applications are more successful than others.