Launching a game successfully involves more than just coding and designing — it requires strategic planning, thorough testing, and iterative improvements. A soft launch, a phased pre-release targeting specific regions, is a critical step that can mean the difference between success and failure. This guide distills expert insights from Upptic CGO Warren Woodward and Web3 Growth Strategist Jerry Singer into actionable steps for a successful soft launch.
If you want to soft launch your own game, reach out to us today to see how we can help!
What Is a Soft Launch and Why Is It Important?
A soft launch is a controlled, public test of your game in selected regions with clearly defined key performance indicators (KPIs). It provides developers with invaluable insights into the game’s technical performance, player engagement, and monetization potential. The primary goal is to identify and address any critical issues before the official global launch.
Core Benefits of a Soft Launch
- Risk Mitigation: Identify and resolve technical issues, such as crashes and bugs, minimizing costly failures and public criticism.
- Market Validation: Gather authentic player reactions, refine the game experience, and assess the game’s commercial potential.
- Resource & Budget Optimization: Allocate development resources efficiently by scaling only after validating the game’s potential.
- User Funnel Insights: Pinpoint where users lose interest to improve onboarding, tutorials, and gameplay loops.
- Monetization Testing: Test in-game purchases, ad placements, and other monetization features to maximize revenue potential.
- Data-Driven Decisions: Leverage real-world player data to inform product development, marketing strategies, and game updates.
The Three Phases of a Soft Launch
- Tech Test: Focus on server stability, crash rates, and basic game functionality.
- Retention Test: Measure how well players stay engaged, typically from D1 through D7 – with D30 projections.
- Monetization Test: Evaluate average revenue per user (ARPU), lifetime value (LTV), and overall monetization metrics.
Phase 1: Tech Test
Goal: Ensure core game functionality, server stability, and data tracking accuracy.
Detailed Steps:
- Data and Tracking QA: Validate that data collection systems work as expected. This includes verifying event triggers, purchase tracking, and key gameplay statistics. Implement an attribution provider (e.g., Adjust, Singular, AppsFlyer) to link marketing efforts to in-game behavior.
- Core Loop Validation: Ensure the game’s primary loop functions smoothly. Test core gameplay mechanics, in-app purchases, and reward systems to detect technical issues.
- Server Stability Checks: Conduct stress tests to handle peak user loads. Evaluate server latency, crash reports, and live data sync performance.
- Metric Interpretation: Avoid premature conclusions by analyzing KPIs in weekly aggregates to account for potential data anomalies.
Common Pitfalls to Avoid:
- Ignoring early crash reports.
- Relying only on internal testers.
- Conducting insufficient server load tests.
Pro Tip: Run the test in low-cost regions like the Philippines to maximize data collection while minimizing costs.
Phase 2: Retention Test
Goal: Ensure players remain engaged with the game beyond the initial experience.
Detailed Steps:
- Retention Projections: Use D1 to D7 retention data to model long-term retention curves. Benchmark against similar games to predict D30 retention rates.
- User Journey Analysis: Track where players drop out, from login screens to tutorial completion. Adjust onboarding, in-game tutorials, and quest structures accordingly.
- Player Feedback Integration: Use surveys, playtests, and community engagement to gain qualitative feedback from real players.
Critical Metrics to Track:
- Day 1, 7, and 30 Retention Rates: Indicate how effectively the game keeps players engaged.
- Session Length and Frequency: Show how often and for how long players engage.
- Onboarding Completion Rates: Measure how many players complete the tutorial and fully grasp the gameplay.
Pro Tip: Consider split-testing onboarding flows to see which designs result in better retention metrics.
Phase 3: Monetization Test
Goal: Determine whether the game has a sustainable and profitable monetization model.
Detailed Steps:
- Proxy Market Testing: Run tests in regions with similar player spending behavior as your target market. For example, test in Canada or Australia before launching in the U.S.
- Revenue and Purchase Behavior: Analyze player spending trends, including premium currency purchases, seasonal passes, and one-time offers. Adjust pricing models as needed.
- Economic Balancing: Ensure that the game economy supports both free-to-play players and paying users through carefully balanced in-game currency flows.
- Revenue Forecasting: Use KPIs like ARPU, LTV, and retention-based revenue projections to forecast global launch revenue.
Monetization Metrics to Watch:
- Average Revenue Per User (ARPU): Tracks the average revenue per player.
- Lifetime Value (LTV): Estimates long-term revenue from an individual player.
- In-App Purchase Frequency: Measures how often players spend within the game.
Pro Tip: Conduct multiple monetization tests, covering different user acquisition campaigns, promotions, and limited-time offers.
Final Thought: Tough Decisions Lead to Success
A soft launch is not just about gathering data — it’s about making tough, data-driven decisions. If major issues surface that cannot be realistically addressed, it may be time to pivot, delay, or even shelve the game. Successful studios excel by knowing when to persevere and when to cut losses.
By following this guide, game developers can systematically reduce risks, optimize gameplay, and maximize the chances of a successful global launch. Soft launching isn’t just a test — it’s the gateway to building a sustainable and profitable game.
Maximize success by utilizing the Upptic Platform to increase team productivity and ROAS!
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