Importance of a Soft Launch

• Mobile Games Marketing is a gradually scaling process
• Doing a big bang campaign with millions of dollars involved is a risky endeavor when the product efficiency metrics are unknown
• Saying that, the best practice would be running the product’s soft / technical launch first before going all in.
• Your app will receive validation upon soft launch. This justifies your commitment to the project, and you can continue to give it the time and resources it requires
• The product performance in a tested market will then drive decision making process on the game’s future: Keep and Optimize, Scale or Kill

Soft Launch Primary Objectives:

• Fix Bugs and Broken User Journeys before a hard launch
• Analyze early users' reaction
• Optimize marketing spend by testing user acquisition strategies in markets similar to their launch market
• Figure out UA budget expectations
• Test creatives and media mix
• Gather data in real-time about your apps, services and users, providing a solid foundation to continue developing
• Determine what features are popular and which could be added to provide a better service
• Test users’ LTV across different localities

Scenario of Defining Budget for Test Acquisition Campaign