Developers used to launch a game, cross their fingers, and hope for the best. I’ve been involved with over 200 game launches and there’s been such great evolution during that time. Learn tips in our guide to help you monetize with ease. In some emerging markets, lowering price points for IAPs can lead to an increase of overall revenue. During the soft launch, you can test different price points for in-game purchases. Are players engaged and monetizing the way you’d hoped? Developers typically like to see at least 5% of free-to-play customers convert to paid.
Are the in-game mechanics performing the way they’re supposed to? More than a third of gamers who abandon a title do so because it was glitchy or crashed too often. A soft launch is a good time to test your creative so you can see what types of ads resonate best with players. Is your promotional content compelling? Globally, nearly nine out of ten mobile gamers express interest in the content of in-game ads. In our research, nearly 40% of people said they stopped playing a game because it wasn’t as fun as they’d hoped 29% stop because it takes too long or costs too much to proceed to the next level.Īn open beta or soft launch can help you answer several key questions: If controls aren’t easy to use and tutorials are poorly designed, people will get frustrated and leave the game before they’ve really played. Running an open test on Google Play enables you to collect invaluable feedback about user behavior within the game without risking negative ratings that could impact future downloads.Īnother crucial piece of the puzzle is to nail the first-time user experience (FTUE). It’s also a good time to test technical performance, creative for ads, and live ops campaigns. It’s when games enjoy their highest level of awareness, so it’s worth taking the extra time to make sure you get it right.ĭevelopers should use a soft launch or open beta to make sure key performance indicators like retention, engagement and monetization are meeting expectations. 
The launch is a developer’s best opportunity to generate buzz for something new, or rev up excitement if the title has an existing fan base. Nothing is more important to a game’s success than getting the launch right.ĭuring my 20 years in mobile games, I’ve seen it all beloved brands have flopped because they weren’t really ready for primetime original titles have come out of the woodwork to enjoy massive and immediate success billion-dollar franchises have delayed launches for years because the KPIs were off.
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