Soft launch of a mobile game is where game publishers test their apps in selected countries. It is a very common technique among game publishers before hard launch in order to have a chance to:
- Acquire first users for a much less cost than hard launch
- Collect feedback from real users from selected countries
- Find out and fix in-app bugs, performance issues, problems in user experience
- Test metadata (app icon, app screenshots, app preview video, etc.) and ad elements (ad creatives, CTA, etc.) to see and understand and interpret conversion.
- Understand the main metrics before global launch including CPI, Retention Rate, and more.
- Collect insights and cues about the global launch marketing strategy (deciding on the countries, optimizing mobile ad elements and bids, etc)
- Test app monetization strategy to make improvements and optimizations
- Decide if the game should be killed or hard launched
For a successful soft launch campaign:
- Time period for the campaign should be pre-determined.
- Metrics mobile marketers and app developers want to test should be tracked carefully.
- Country and the game category need to be determined.
- Target audience should be worked closely.
- Ad creatives and CTAs should be created and tested frequently.
Get Featured On Mobile Marketing Reads!
We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.
LATEST MOBILE MARKETING NEWS
An Apple employee named Paris Campbell claimed that the iPhone-maker threatened to fire her over a video she posted on TikTok which got more than 7 million views and 1 million likes. Campbell has been working at Apple for over 6 years now, and is also quite popular on TikTok where she currently has 446.2K […] More
Snap Inc announced on Monday that its recently launched premium service Snapchat+ has surpassed 1 million subscribers and is now available in 25 countries around the world. The social media company first launched the paid subscription service in late June, as part of its efforts to boost its revenue which has been highly impacted by […] More
Meta (previously Facebook) has made an investment in Take App, a Singapore-based startup that aims to make it easier for WhatsApp merchants to sell their products via the popular messaging app. The startup was founded in February 2021 by Youmin Kim, who previously worked at Facebook as a partner engineering manager but left the social […] More