Launching a game is complex, requiring more than just creative brilliance or compelling gameplay. To maximize the chances of success, many development teams opt for a game soft launch — a controlled, preliminary release that allows them to assess key performance indicators (KPIs) before the official launch. This process helps developers refine their game while managing risks and costs. Here’s a closer look at why soft launches are critical, the stages involved, and the metrics teams monitor to ensure a game’s readiness for the market.

Learn more about the place of soft launches within a game’s overall marketing plan.

What is a Game Soft Launch?

A soft launch is an initial public test of a game, typically limited to specific regions and player demographics. This step provides crucial insights into what is functioning well and, more importantly, what isn’t. As Jerry Singer, Growth Strategist at Upptic, explains, “Soft launching can give you an indication of what works about your game, but most importantly, what might not be working.”

The goal? To test the game in a real-world setting to fine-tune aspects like server stability, player retention, and monetization potential. By identifying problems early on, developers can address these issues before committing the full marketing budget to a global launch.

Why Soft Launches Are Essential for Game Teams

Soft launches aren’t just about refining gameplay; they’re about risk management and financial efficiency. As Upptic CGO Warren Woodward puts it, “Teams soft launch because, ultimately, it’s going to save them a lot of money and potentially do a lot of risk mitigation.” By conducting a soft launch, teams can:

  1. Identify Key Bugs and Issues: A soft launch allows teams to identify and fix any technical issues, ensuring a smoother experience at the full launch.
  2. Optimize the Player Funnel: By observing where players are dropping off, developers can tweak the game to improve retention.
  3. Evaluate Monetization and ROI Potential: Testing monetization strategies early helps predict whether the game can yield a positive return on investment (ROI) once launched globally.

Ultimately, a soft launch allows developers to gauge if their game is viable and worthy of a full-scale launch. If a game shows signs of being non-viable, teams can save their resources for other projects, avoiding costly mistakes.

The Three Phases of a Soft Launch

Soft launches are generally structured into three main phases: Tech Test, Retention Test, and Monetization Test. Each stage focuses on specific KPIs relevant to the game’s performance and success.

  1. Tech Test:
    • Objective: This initial phase is about assessing the technical aspects of the game.
    • KPIs: Teams monitor metrics such as server stability, crash rates, and the performance of the game’s core loop (the main gameplay experience). Ensuring smooth gameplay and stability is essential to provide players with a seamless experience.
  2. Retention Test:
    • Objective: This stage focuses on player retention, examining how engaging the game is.
    • KPIs: Key metrics include Day 1 to Day 7 retention rates, tracking how long players stay engaged in the game over time. This test helps determine if the game’s design and content are compelling enough to keep players coming back, ultimately indicating the game’s medium-term viability.
  3. Monetization Test:
    • Objective: This final phase evaluates the game’s economic viability.
    • KPIs: Key metrics include Average Revenue Per User (ARPU), Lifetime Value (LTV), and the price points and frequency of in-game purchases. These indicators provide insights into the game’s revenue potential and whether players find value in in-game purchases, subscriptions, or other monetization channels.

After analyzing data from these tests, teams make a critical go/no-go decision — whether to proceed to the global launch or address further refinements.

Key Takeaways

Soft launching is an indispensable step for any game development team aiming to minimize risk and optimize ROI. By testing in phases, game teams can identify technical issues, improve player retention, and evaluate monetization strategies – all with a controlled budget and user group. As a result, a successful soft launch doesn’t just prepare a game for market — it determines if a game is market-worthy in the first place.

If you’re interested in learning more about game development best practices, reach out to us. We are happy to discuss everything from soft launches to post-launch growth strategies!

 

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