The decision to whether build a native app or a mobile website entirely depends on your end goals. If you want to develop an interactive game, then developing an app is probably the best option. But, if your goal is to reach out to a wider audience with mobile-friendly content, then building a website is the solution. In case, you decide to have both a mobile website as well as a mobile app, then it's quite rare that you might get the app without already having a mobile website in place.
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