Launching a game is a complex, multi-stage process that requires careful planning, execution, and iteration. The game marketing journey can be categorized into three distinct stages: development, soft launch, and scaled growth. Each of these stages has its own set of goals and challenges, and understanding them is crucial to turning a game concept into a sustainable, profitable business.

In this article, we will break down each stage and the role that each pillar of game marketing – user acquisition, creative, and data – plays within it. By the end of the article, you will have a solid framework to build your own game launch on! Be sure to check out the frequently asked questions as well, for even deeper insights!

The three stages of a game launch

1. Development Stage: Laying the foundation

The development stage is all about getting the game ready for its first public exposure. This is when you lay the groundwork for your game’s success by focusing on the core elements of development and initial marketing strategies.

At this stage, it’s essential to think about your marketing stack and playbook. Many developers make the mistake of waiting until the last minute to consider their marketing approach. However, integrating marketing strategies early in the development phase ensures that you’re prepared to build momentum as your game progresses towards launch.

Jump to detailed breakdown of the Development stage.

2. Soft Launch: Gathering data and refining strategies

The soft launch phase is where you start to see your hard work in action. This stage involves releasing your game to a limited audience to gather critical test data and refine your go-to-market plan. The objective here is to validate your game’s mechanics, monetization strategies, and user engagement.

During the soft launch, you’ll test different aspects of your game and marketing strategies to see what resonates with your target audience. It’s a crucial phase for making adjustments based on real-world feedback before you fully commit to a global release.

Jump to detailed breakdown of the Soft Launch stage.

3. Scale Growth: Turning a game into a business

Once your game has successfully navigated the soft launch, it’s time to focus on scaling growth. This stage is about transforming your game from a promising idea into a sustainable, profitable business. Here, you’ll aim to maximize user acquisition, optimize monetization strategies, and ensure that your game can scale effectively.

The scale growth phase requires a robust strategy to manage the increased demand and complexity that comes with a larger player base. It’s about refining your processes and tools to ensure that every dollar spent on marketing brings a positive return on investment.

Jump to detailed breakdown of the Scale Growth stage.

The three pillars of game marketing

To effectively manage and optimize each stage of the game launch process, there are three critical pillars of growth you need: User Acquisition, Data, and Creative. These pillars are integral to any marketing stack and are the foundation for a great marketing strategy.

Pillar 1: User Acquisition – The arms of the beast

User acquisition (UA) is the operational side of growth. It involves the day-to-day activities of pulling the levers to optimize marketing efforts. This includes managing ad campaigns, optimizing spend, and ensuring that the game reaches the right audience at the right time. In essence, UA is the driving force that brings players to your game.

Pillar 2: Data – The mind of the beast

Data is the analytical backbone of your game’s growth strategy. It involves processing and analyzing the vast amounts of data generated by your game and marketing efforts. The goal is to extract actionable insights that can inform decision-making and optimize performance. Data is the mind of the beast, guiding every move you make in your growth strategy.

Pillar 3: Creative – The heart of the beast

Creative is the heart of your marketing efforts. It encompasses all the visual and content elements that potential players will encounter, from ads to app store assets to social media content. Creative is often the first point of contact between your game and potential players, making it a critical component of your growth strategy. Effective creative not only captures attention but also drives engagement and conversions.

The Development Stage: Laying the foundation for games growth

The development stage of a game’s lifecycle is one of the most critical phases for ensuring long-term success. This is the phase where the groundwork is laid for your game’s future, involving everything from initial creative assets to infrastructure setup and user acquisition strategy. Here, we dive into what this stage entails and the key steps necessary to prepare for a successful soft launch and beyond.

Game launch stage 1: Development

Setting up for Success: Core strategic goals

When you’re in the development phase, the primary objective is to ensure that all the essential infrastructure and processes are in place before your game is introduced to the public. The key growth goals for a game in this stage revolve around getting the piping in place and beginning to build your go-to-market strategy.

This means that game developers should focus on preparing the game’s technical foundation, understanding how to best market it when the time comes, and potentially even live-testing some gameplay concepts. Live testing gameplay early can provide valuable data on what resonates with your audience and what might need refinement, saving both time and resources in later development cycles.

Building a cohesive creative strategy early on

One of the biggest levers in the development stage is establishing your creative strategy. This phase offers an excellent opportunity to start producing the creative assets needed for your soft launch. These could include everything from initial ads and hype trailers to pre-registration landing pages.

It’s also a great time to begin creating community-building assets like videos, static banners, or a mix of both. Not everything has to be polished at this point; the goal is to showcase the most exciting moments of your gameplay and generate early excitement. If your assets are limited, leveraging past projects and highlighting your development team’s expertise (“From the makers of…”) can help build trust and generate brand awareness.

Furthermore, this is the ideal phase to A/B test core gameplay loops or other potential features you’re considering developing, ensuring that your gameplay resonates with your target audience. This can save a lot of time and development cycles. Additionally, organizing your store page assets and App Store Optimization (ASO) efforts for Android and iOS is crucial as you begin to prepare your game for submission to app stores.

Infrastructure and Data: Setting up a world-class system

Building a strong infrastructure and data stack is another critical component of the development phase. This area tends to get minimized or deprioritized until the very end, but it’s important for success. A strong infrastructure will help track engagement, monetization, and retention from the start, providing a solid foundation to build on once the game launches.

Key considerations for infrastructure during this phase include:

  • Choosing the right measurement platform based on how and where the game will be distributed.
  • Establishing agreements with measurement partners and setting up necessary channels for promotion.
  • Integrating SDKs and tracking systems into the game as it is being developed.

One of the most overlooked aspects in this stage is identifying the right engagement points and setting up events that track user behavior. It’s essential to ensure that data on key metrics, such as progression and engagement, is being captured alongside retention and monetization metrics. This will allow for smoother optimization later on, once the game is live.

We already have a world-class system that YOU can use! Check out our games growth platform today!

Community building and early hype generation

Another crucial element of the development phase is growing a community and generating early excitement for the game. This can often involve using tools like Discord or Twitter to begin building a fanbase and creating engagement before the game officially launches.

Tracking community engagement on platforms like Discord can be essential to growing a loyal fanbase. Developers can use this phase to lay the groundwork for strong player communities, which can convert into dedicated users once the game is live. The focus is not only on performance marketing but also on building hype and laying the foundation for future organic growth.

User Acquisition: laying the groundwork

User acquisition (UA) in the development stage is more limited compared to the soft launch and scaling phases but remains essential. Key steps in this phase include managing legal paperwork, signing IOs (Insertion Orders) with media sources, and integrating them with the chosen Mobile Measurement Partner (MMP).

Working closely with the creative team is vital in this phase, as the UA team helps ensure the right creative formats and strategies are selected for the soft launch. This cooperation across departments ensures that when the game enters the soft launch phase, everything is in place to test and refine user acquisition campaigns effectively.

The Soft Launch Stage: Testing your game’s viability

A soft launch is essentially the first real-world test of your game. It involves releasing a functional version of your game to a smaller, controlled audience to validate its core components. The theme here is validation. During this phase, the primary goal is not to focus on immediate returns on ad spend (ROAS) but to gather vital information about your game’s performance.

This is the time to determine if your game has a healthy economy, if the core gameplay loops are engaging, and if the game can handle real-world user interactions without issues. Bugs, unexpected crashes, or unbalanced game economies can all become apparent when the game is exposed to thousands of users, and it’s better to discover and address these issues before a global launch.

The Soft Launch Stage: Testing your game's viability

The role of user acquisition (UA) during soft launch

User acquisition during the soft launch is all about gathering the right data, not necessarily about scaling up. A soft launch can be broken down into three distinct phases: tech launch, retention focus, and monetization focus.

  1. Tech Launch:
    • The primary objective is to ensure the app runs smoothly and to identify any bugs or technical issues.
    • This phase is typically short and involves using a single media source, often Facebook or an SDK network, to run a basic install campaign in smaller markets like Brazil or the Philippines.
    • If all goes well, you can proceed to the full soft launch. If not, it’s a crucial point to pause and fix issues.
  2. Retention Focus:
    • Once the tech launch proves successful, the next step is to evaluate user retention. This involves running user acquisition (UA) campaigns in markets with similar behaviors to your primary markets — like launching in Australia, Canada, or New Zealand if your main market is the US.
    • Over the first two to three weeks, basic mobile app install campaigns are run, and retention rates, as well as cost-per-install (CPI), are closely monitored.
  3. Monetization Focus:
    • Following retention, the focus shifts to monetization. Here, more sophisticated optimization types, such as app event optimization or value optimization, are introduced.
    • This phase helps in understanding the revenue-generating potential of the game, with a close eye on return on ad spend (ROAS) and user lifetime value (LTV).

Creative strategy during soft launch

The soft launch is also a critical period for testing and refining your creative assets. This phase is particularly exciting because it’s the first time your user acquisition creatives go live. The goal is to develop a variety of creative concepts that are broad enough to appeal to a wide audience while gathering data on what resonates most.

  • Key Focus Areas:
    • Gameplay highlights: Showcase the most exciting and key moments of the game.
    • Flexibility and iteration: Stay open to changes based on data insights. The art may not be final, and that’s okay — assets can be swapped out as the game evolves.
    • Safe concepts: Stick to tried-and-true creative strategies that are likely to perform well, while also introducing a few unique concepts to test user response.

Since the soft launch often occurs in different geographical regions, it’s important to keep creative assets light on text to avoid reliance on language fluency. This ensures the visual excitement of the game comes through across all markets.

Data and infrastructure: The backbone of a successful soft launch

A well-structured data and analytics infrastructure is essential during the soft launch phase. At this point, you should already have all the foundations set up. The data collected during the soft launch needs to be thoroughly tested and validated to ensure accuracy and reliability.

  • Key Considerations:
    • Normalization of data: Ensure all data sources are normalized, allowing for accurate comparison and meaningful insights.
    • Exploratory analysis: Use the soft launch phase to explore what’s working and what’s not, adjusting strategies accordingly.
    • Budget tracking: Implement flexible tools that allow for accurate budget tracking and forecasting based on the data gathered during this phase.

This phase is also when the game’s performance metrics should be thoroughly assessed to set up proper goals and expectations for the full launch. By analyzing early monetization trends and regional performance, developers can refine their strategies and ensure they are set up for success when the game scales.

Risk Mitigation: Why not launch in primary markets?

One of the most common questions developers ask is, “Why not soft launch in our primary market, like the US, to get the most accurate data?” The answer lies in risk mitigation. A soft launch is designed to uncover issues that could harm the game’s reputation if encountered by your most crucial audience. By launching in secondary markets, you can validate and refine the game without the risk of negatively impacting your primary market. This approach ensures that when the game is finally introduced to your main audience, it’s polished, stable, and ready for success.

The Scale Growth Stage: Turning a game into a profitable business

Scale growth is about one fundamental question: Can you scale your game and put $1 into the marketing machine and measurably get more than a dollar out? It sounds simple, but the process is complex and involves many moving parts.

The goal during scale growth is to transform the game into a sustainable, profitable business. This involves refining and optimizing everything validated during the soft launch and ensuring that the game can continuously generate revenue at scale. This phase is about honing the “machine” so that it can consistently deliver multi-year, profitable growth.

Game launch stage 3: Scale growth

Crafting a holistic creative strategy

Creative execution takes center stage during the scale growth phase. By this point, the creative team should have a well-rounded portfolio of assets, including static images, gameplay videos, user-generated content (UGC), and tested app store optimization (ASO) elements. The key is to base new creative assets on what performed best during the soft launch, while also introducing fresh and innovative concepts.

Start broad, casting a wide net, and then zero in on what works as you collect data. Your creative strategy should involve a mix of iterating on winning concepts and experimenting with new ideas. About 60% of the production cycle might focus on refining existing concepts, while 40% is dedicated to exploring new, potentially higher-risk ideas.

This is also the time to allow designers creative freedom. Encouraging experimentation with wild, humorous, or unexpected content can lead to discovering “breakout” creatives — those that significantly lower cost-per-install (CPI) and improve return on ad spend (ROAS). While not all creatives will succeed, it’s crucial to take risks to find the ones that will make the biggest impact in the long run.

User Acquisition at Scale: Strategic expansion

The scale growth stage is where user acquisition (UA) hits the “go big or go home” phase. It’s in this stage that companies are committing millions of dollars to ad budgets to exponentially increase their player base. By this stage, your team should already be familiar with the app and can focus on taking big bets on investment strategies based on soft launch results. Since the marketing budget explodes in this phase, it’s critical to quickly test and iterate to find the best solutions for scaling your game.

The process begins with opening the app to the primary market, where the goal is to test user reactions and refine strategies. The selection of media sources becomes crucial, often starting with those used by competitors, such as Facebook, Google, and SDK networks like Unity or AppLovin. As testing progresses, the team can gradually introduce more media sources, pausing activities that don’t perform well and reallocating the budget to more successful channels.

Once the app matures, and the team understands the payback window and key performance indicators (KPIs), it can start experimenting with more niche media sources, such as incentivized shopping or demand-side platforms (DSPs). Advanced campaign optimization techniques, such as value optimization, are also introduced to maximize performance. Throughout this phase, close collaboration with the creative team is essential to ensure a steady flow of new creatives that keep campaigns fresh and effective.

Data and Analytics: Driving revenue and profitable growth

In the scale growth phase, data becomes pivotal for maximizing revenue and ensuring campaigns are profitable. As the game expands globally, the volume of data surges, necessitating advanced modeling techniques and a robust data infrastructure. Success starts with normalizing these signals to create standardized metrics that guide strategic decisions.

Key aspects of data management during scale growth include:

  • Budget management for ROAS: Establishing and tracking budgets with a focus on maximizing return on ad spend (ROAS). Accurate forecasting based on evolving data and optimizing campaigns across diverse channels and creatives are essential for sustaining profitable growth.
  • Event tracking for revenue optimization: Continuously refining event tracking to monitor user progression and engagement. This data is crucial for optimizing user acquisition (UA) spend, enhancing creative strategies, and ultimately driving higher revenue.
  • Privacy considerations: Adapting to privacy regulations, such as Apple’s SKAdNetwork (SKAN) and other emerging frameworks, while maintaining the ability to forecast and measure success accurately. (Fun fact: Upptic’s modeling is designed to ensure that even within these constraints, campaigns remain profitable and effective.)

A flexible infrastructure that supports ongoing testing and iteration is vital for optimizing ROAS and driving revenue. By standardizing data from various sources, increasing the ability to understand the user journey, modeling for future outcomes, and effectively managing budgets, UA and creative teams can make informed decisions that continually refine strategies, ensuring both sustained growth and profitability.

Expanding Beyond Mobile: Cross-platform strategies

The scale growth strategies discussed here apply across various platforms, including mobile, PC games, web3 games, and cross-platform games. Each platform has its nuances, but the core principles of data normalization, creative testing, strategic user acquisition, and budget management remain the same.

One significant advantage in the current landscape is the relative cost-effectiveness of iOS performance marketing. Many teams have backed away from iOS marketing due to privacy concerns, but Upptic’s advanced modeling techniques allow for effective iOS campaigns even with minimal technical implementation.

For PC games, the challenges revolve around data piping and visualization. Once this data is normalized, it becomes easier to apply performance marketing tactics traditionally used in mobile gaming to PC games, enabling similar success.

Key takeaways

Launching a game is a journey that requires meticulous planning, strategic execution, and continuous iteration across its various stages. From laying a solid foundation during the development phase to validating and refining your approach in the soft launch, every step is crucial in preparing your game for its ultimate goal — scaled growth. It’s during the scale growth phase that your game truly transforms from a promising idea into a profitable, sustainable business.

By focusing on user acquisition, leveraging sophisticated data analytics, and continuously innovating your creative strategies, you can navigate the complexities of scaling your game effectively. The ability to adapt, experiment, and optimize will not only help you achieve immediate success but also ensure long-term profitability and growth in an ever-evolving gaming landscape. Whether you’re developing for mobile, PC, or web3, these principles will guide you in turning your game into a lasting success.

Reach out to Upptic today to see how we can help you with your game launch!

Further reading

Frequently Asked Questions (FAQ)

Q: What are some good go/no-go signals for soft launch?

A: There are two key areas to validate during a soft launch. First, ensure that the product metrics around retention, monetization, and progression are meeting or exceeding your initial expectations. If these metrics are not up to par, the game needs more work before proceeding. Second, evaluate the marketing funnel: Are the app store conversions competitive? Are the creatives effective? Have you identified and resolved any technical issues that could hinder the main launch? If both the product metrics and marketing funnel are healthy, then you’re ready to scale.

Q: Should my app be listed on the app stores in the main market to test organics or only in the test markets?

A: It’s recommended not to list your app in the primary markets during the soft launch to mitigate risk. Your most excited users are likely in these markets, and you only get one chance to make a first impression. Exposing the game too early to this audience could harm its long-term success if there are issues. Instead, focus on secondary markets that offer similar demographics and behavior patterns to gather the data you need before the full launch.

Q: What social media and community platforms should we consider for a new game launch?

A: For community building, focus on Twitter and Discord. Twitter serves as a top-of-funnel platform where people learn about new games, while Discord is where you grow a core community, fostering interactions and engaging with early adopters. For social channels, Facebook remains a solid choice despite rising costs. TikTok is also highly effective, especially at scale, due to its broad reach and engagement potential. Other platforms like Snapchat can be considered, but they might not be the best fit for all types of games.

Q: What creative trends are working on which channels?

A: User-Generated Content (UGC) is essential on platforms like TikTok and Snap, where natural, organic, and authentic content performs best. Keep these creatives light on branding and focus on short, attention-grabbing content. UGC also works well on Facebook and Google, alongside gameplay videos and static banners. For SDK networks like Unity or IronSource, longer gameplay videos that tell a story or highlight key game features tend to perform better. End cards and branded elements are also effective on these networks.

Q: How does testing game loops during the development phase work in practice?

A: Testing game loops early in development is crucial, especially for games with large potential budgets or IPs. This involves creating mock-up store pages with various game concepts, supported by prototype footage or graphic designs. These mock-ups are then marketed to test conversion metrics across different channels, helping determine which game concept resonates most with the target audience. This data informs the final decision on which game model to pursue, reducing risk and guiding development.

Q: What indicators or signs signify that monetization has been effectively implemented, signaling readiness for a global launch?

A: Effective monetization can be gauged by the progression of your Average Revenue Per User (ARPU) curve and how it compares to industry benchmarks. Additionally, a strong Return on Ad Spend (ROAS) calculation is crucial. Even if retention isn’t perfect, if the game successfully monetizes users early — such as through strong initial spend — it could still be considered ready for a global launch. It’s important to establish clear success metrics with your cross-functional team and continually validate them as the game progresses.

Q: Is there potential for monetization strategy to change between soft launch and global release, and how should we handle discrepancies post-global launch?

A: Yes, monetization strategies can evolve between soft launch and global release, particularly as additional features or optimizations (like a full ad waterfall) come online. If discrepancies arise post-global launch, it’s essential to triage the issue, investigating both marketing and product changes. Collaboration across teams is key to identifying and resolving the root causes, ensuring the game’s ongoing success.

Q: Are Medium articles and email marketing effective for game launches?

A: Medium articles are great for engaging users and deepening their interest in your game, but they shouldn’t be relied upon as a primary growth channel. Instead, use them to nurture existing leads and generate excitement. Email marketing is highly effective as unpaid marketing and should always be part of your strategy. While it might not drive significant new user acquisition, it’s invaluable for keeping your audience informed and engaged, particularly during pre-registration and launch phases.

Q: Can you tell me more about your Discord measurement tool?

A: Our Discord measurement tool helps bring order to the chaos of community management by tracking key metrics such as user joins, role assignments, and event participation. It allows you to associate invite codes with specific campaigns and track user engagement throughout the community lifecycle. This data can be broken down by sub-campaigns, providing insights into the effectiveness of your community-building efforts and helping you forecast budgets for future engagement initiatives.

Check out our Discord measurement tool – part of our games growth platform!

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