Easier approach than my first answer.
If $X_n$ is your maximum win in $n$ plays, then:
$$\begin{align}P(X_n=m)&=\left(1-\frac1{2^{m+1}}\right)^n-\left(1-\frac1{2^m}\right)^n\\
&=\sum_{i=1}^n(-1)^{i-1}\binom n i \left(\frac1{2^{mi}}-\frac1{2^{(m+1)i}}\right)\\
&=\sum_{i=1}^n(-1)^{i-1}\binom n i \left(1-\frac1{2^i}\right)\frac1{2^{mi}}
\end{align}$$
So $$\begin{align}E(X_n)&=\sum_{m=0}^\infty m P(X_n=m)\\
&=\sum_{i=1}^n (-1)^{i-1}\binom n i \left(1-\frac1{2^i}\right)\sum_{m=0}^\infty \frac{m}{2^{mi}}\\
&=\sum_{i=1}^n (-1)^{i -1}\binom n i (1-2^{-i})\frac{2^{-i }}{(1-2^{-i})^2}\\
&=\sum_{i=1}^n (-1)^{i-1}\binom n i \frac{1}{2^i-1}
\end{align}$$
If the coin has probability $p$ of getting heads, then the expected value is:
$$E(X_n)=\sum_{i=1}^n(-1)^{i-1}\binom n i \frac{p^i}{1-p^i}$$
Examples
$$\frac{2}{1}-\frac{1}{3}=\frac 53\tag{n=2}$$
$$\frac{3}{1}-\frac{3}{3}+\frac{1}{7}=\frac{15}7\tag{n=3}$$
$$\frac{4}1-\frac{6}{3}+\frac{4}{7}-\frac1{15}=\frac{263}{105}\tag{n=4}$$
$$\frac{5}1-\frac{10}{3}+\frac{10}7-\frac5{15}+\frac1{31}=\frac{1819}{651}\tag{n=5}$$
From the data in this table (generated by a python script using infinite precision rationals to compute $E(X_n)$ and then converting to floats,) we see that for $n$ large, it seems $E(X_{2n})\approx 1+E(X_n).$ So it would appear that $c+\log_2 n$ is a good approximation, for large $n.$ $E(X_{n})-\log_2(n)$ appears positive for $n$ and decreasing.
More computations gives me: $E(X_{10000})-\log_2(10000)\approx 0.3328.$
So $E(X_n)-\log_2 n$ seems to be decreasing for all $n$ and bounded below, unclear by what, but it appears a positive value.
I think the accepted answer has a sign wrong. It is best predicted by:
$$\log_2(n)+\frac{\lambda}{\log 2} \color{red}{\mathbf -}\frac{1}{2}$$
Because $\frac{\lambda}{\log 2}-\frac{1}{2}\approx 0.3327$ is very close to what I'm seeing in data.
$$\begin{array}{|r|r|r|}
\hline
n&E(X_n)&E(X_n)-\log_2(n)\\ \hline
1 & 1.000 & 1.000\\ \hline
2 & 1.667 & 0.667\\ \hline
3 & 2.143 & 0.558\\ \hline
4 & 2.505 & 0.505\\ \hline
5 & 2.794 & 0.472\\ \hline
6 & 3.035 & 0.450\\ \hline
7 & 3.241 & 0.433\\ \hline
8 & 3.421 & 0.421\\ \hline
9 & 3.581 & 0.411\\ \hline
10 & 3.726 & 0.404\\ \hline
11 & 3.857 & 0.397\\ \hline
12 & 3.977 & 0.392\\ \hline
13 & 4.088 & 0.388\\ \hline
14 & 4.191 & 0.384\\ \hline
15 & 4.287 & 0.380\\ \hline
16 & 4.377 & 0.377\\ \hline
17 & 4.462 & 0.375\\ \hline
18 & 4.542 & 0.372\\ \hline
19 & 4.618 & 0.370\\ \hline
20 & 4.690 & 0.369\\ \hline
21 & 4.759 & 0.367\\ \hline
22 & 4.825 & 0.365\\ \hline
23 & 4.887 & 0.364\\ \hline
24 & 4.948 & 0.363\\ \hline
25 & 5.005 & 0.361\\ \hline
26 & 5.061 & 0.360\\ \hline
27 & 5.114 & 0.359\\ \hline
28 & 5.166 & 0.358\\ \hline
29 & 5.215 & 0.357\\ \hline
30 & 5.264 & 0.357\\ \hline
31 & 5.310 & 0.356\\ \hline
32 & 5.355 & 0.355\\ \hline
33 & 5.399 & 0.355\\ \hline
34 & 5.441 & 0.354\\ \hline
35 & 5.483 & 0.353\\ \hline
36 & 5.523 & 0.353\\ \hline
37 & 5.562 & 0.352\\ \hline
38 & 5.600 & 0.352\\ \hline
39 & 5.637 & 0.351\\ \hline
40 & 5.673 & 0.351\\ \hline
41 & 5.708 & 0.350\\ \hline
42 & 5.742 & 0.350\\ \hline
43 & 5.776 & 0.349\\ \hline
44 & 5.809 & 0.349\\ \hline
45 & 5.841 & 0.349\\ \hline
46 & 5.872 & 0.348\\ \hline
47 & 5.903 & 0.348\\ \hline
48 & 5.933 & 0.348\\ \hline
49 & 5.962 & 0.347\\ \hline
50 & 5.991 & 0.347\\ \hline
51 & 6.019 & 0.347\\ \hline
52 & 6.047 & 0.347\\ \hline
53 & 6.074 & 0.346\\ \hline
54 & 6.101 & 0.346\\ \hline
55 & 6.127 & 0.346\\ \hline
56 & 6.153 & 0.346\\ \hline
57 & 6.178 & 0.345\\ \hline
58 & 6.203 & 0.345\\ \hline
59 & 6.228 & 0.345\\ \hline
60 & 6.252 & 0.345\\ \hline
61 & 6.275 & 0.345\\ \hline
62 & 6.299 & 0.344\\ \hline
63 & 6.321 & 0.344\\ \hline
64 & 6.344 & 0.344\\ \hline
65 & 6.366 & 0.344\\ \hline
66 & 6.388 & 0.344\\ \hline
67 & 6.410 & 0.343\\ \hline
68 & 6.431 & 0.343\\ \hline
69 & 6.452 & 0.343\\ \hline
70 & 6.472 & 0.343\\ \hline
71 & 6.493 & 0.343\\ \hline
72 & 6.513 & 0.343\\ \hline
73 & 6.532 & 0.343\\ \hline
74 & 6.552 & 0.342\\ \hline
75 & 6.571 & 0.342\\ \hline
76 & 6.590 & 0.342\\ \hline
77 & 6.609 & 0.342\\ \hline
78 & 6.627 & 0.342\\ \hline
79 & 6.646 & 0.342\\ \hline
80 & 6.664 & 0.342\\ \hline
81 & 6.681 & 0.342\\ \hline
82 & 6.699 & 0.342\\ \hline
83 & 6.716 & 0.341\\ \hline
84 & 6.734 & 0.341\\ \hline
85 & 6.751 & 0.341\\ \hline
86 & 6.767 & 0.341\\ \hline
87 & 6.784 & 0.341\\ \hline
88 & 6.800 & 0.341\\ \hline
89 & 6.817 & 0.341\\ \hline
90 & 6.833 & 0.341\\ \hline
91 & 6.848 & 0.341\\ \hline
92 & 6.864 & 0.341\\ \hline
93 & 6.880 & 0.340\\ \hline
94 & 6.895 & 0.340\\ \hline
95 & 6.910 & 0.340\\ \hline
96 & 6.925 & 0.340\\ \hline
97 & 6.940 & 0.340\\ \hline
98 & 6.955 & 0.340\\ \hline
99 & 6.969 & 0.340\\ \hline
100 & 6.984 & 0.340\\ \hline
101 & 6.998 & 0.340\\ \hline
102 & 7.012 & 0.340\\ \hline
103 & 7.026 & 0.340\\ \hline
104 & 7.040 & 0.340\\ \hline
105 & 7.054 & 0.340\\ \hline
106 & 7.067 & 0.340\\ \hline
107 & 7.081 & 0.339\\ \hline
108 & 7.094 & 0.339\\ \hline
109 & 7.108 & 0.339\\ \hline
110 & 7.121 & 0.339\\ \hline
111 & 7.134 & 0.339\\ \hline
112 & 7.147 & 0.339\\ \hline
113 & 7.159 & 0.339\\ \hline
114 & 7.172 & 0.339\\ \hline
115 & 7.184 & 0.339\\ \hline
116 & 7.197 & 0.339\\ \hline
117 & 7.209 & 0.339\\ \hline
118 & 7.221 & 0.339\\ \hline
119 & 7.234 & 0.339\\ \hline
120 & 7.246 & 0.339\\ \hline
121 & 7.258 & 0.339\\ \hline
122 & 7.269 & 0.339\\ \hline
123 & 7.281 & 0.339\\ \hline
124 & 7.293 & 0.339\\ \hline
125 & 7.304 & 0.339\\ \hline
126 & 7.316 & 0.338\\ \hline
127 & 7.327 & 0.338\\ \hline
128 & 7.338 & 0.338\\ \hline
129 & 7.350 & 0.338\\ \hline
130 & 7.361 & 0.338\\ \hline
131 & 7.372 & 0.338\\ \hline
132 & 7.383 & 0.338\\ \hline
133 & 7.393 & 0.338\\ \hline
134 & 7.404 & 0.338\\ \hline
135 & 7.415 & 0.338\\ \hline
136 & 7.426 & 0.338\\ \hline
137 & 7.436 & 0.338\\ \hline
138 & 7.446 & 0.338\\ \hline
139 & 7.457 & 0.338\\ \hline
140 & 7.467 & 0.338\\ \hline
141 & 7.477 & 0.338\\ \hline
142 & 7.488 & 0.338\\ \hline
143 & 7.498 & 0.338\\ \hline
144 & 7.508 & 0.338\\ \hline
145 & 7.518 & 0.338\\ \hline
146 & 7.528 & 0.338\\ \hline
147 & 7.537 & 0.338\\ \hline
148 & 7.547 & 0.338\\ \hline
149 & 7.557 & 0.338\\ \hline
150 & 7.566 & 0.338\\ \hline
151 & 7.576 & 0.338\\ \hline
152 & 7.585 & 0.337\\ \hline
153 & 7.595 & 0.337\\ \hline
154 & 7.604 & 0.337\\ \hline
155 & 7.614 & 0.337\\ \hline
156 & 7.623 & 0.337\\ \hline
157 & 7.632 & 0.337\\ \hline
158 & 7.641 & 0.337\\ \hline
159 & 7.650 & 0.337\\ \hline
160 & 7.659 & 0.337\\ \hline
161 & 7.668 & 0.337\\ \hline
162 & 7.677 & 0.337\\ \hline
163 & 7.686 & 0.337\\ \hline
164 & 7.695 & 0.337\\ \hline
165 & 7.703 & 0.337\\ \hline
166 & 7.712 & 0.337\\ \hline
167 & 7.721 & 0.337\\ \hline
168 & 7.729 & 0.337\\ \hline
169 & 7.738 & 0.337\\ \hline
170 & 7.746 & 0.337\\ \hline
171 & 7.755 & 0.337\\ \hline
172 & 7.763 & 0.337\\ \hline
173 & 7.772 & 0.337\\ \hline
174 & 7.780 & 0.337\\ \hline
175 & 7.788 & 0.337\\ \hline
176 & 7.796 & 0.337\\ \hline
177 & 7.804 & 0.337\\ \hline
178 & 7.813 & 0.337\\ \hline
179 & 7.821 & 0.337\\ \hline
180 & 7.829 & 0.337\\ \hline
181 & 7.837 & 0.337\\ \hline
182 & 7.844 & 0.337\\ \hline
183 & 7.852 & 0.337\\ \hline
184 & 7.860 & 0.337\\ \hline
185 & 7.868 & 0.337\\ \hline
186 & 7.876 & 0.337\\ \hline
187 & 7.883 & 0.337\\ \hline
188 & 7.891 & 0.337\\ \hline
189 & 7.899 & 0.337\\ \hline
190 & 7.906 & 0.337\\ \hline
191 & 7.914 & 0.337\\ \hline
192 & 7.921 & 0.336\\ \hline
193 & 7.929 & 0.336\\ \hline
194 & 7.936 & 0.336\\ \hline
195 & 7.944 & 0.336\\ \hline
196 & 7.951 & 0.336\\ \hline
197 & 7.958 & 0.336\\ \hline
198 & 7.966 & 0.336\\ \hline
199 & 7.973 & 0.336\\ \hline
200 & 7.980 & 0.336\\ \hline
\end{array}
$$