What is a Mobile Game Soft Launch?
A soft launch is a limited, controlled release of your mobile game in select markets before the global launch. It’s your opportunity to validate core metrics, fix issues, and optimize the player experience without risking your main market.
Think of it as a dress rehearsal before opening night. You get real player data, identify problems early, and iterate rapidly—all while keeping acquisition costs low.
Why Soft Launch Matters
The mobile gaming market is brutally competitive. With over 500,000 games released annually on the App Store and Google Play, you can’t afford to launch a product that doesn’t perform.
A proper soft launch helps you:
- Validate retention curves (D1, D7, D30)
- Test monetization mechanics and pricing
- Identify technical issues across devices
- Optimize UA campaigns before scaling
- Build confidence with stakeholders and investors
Choosing Your Soft Launch Markets
Market selection is critical. You want markets that:
- Low CPI — Affordable user acquisition
- English-speaking — Easier localization
- Representative behavior — Players similar to your target market
- Decent infrastructure — Low latency, stable connections
Recommended Markets
| Market | CPI Range | Pros | Cons |
|---|---|---|---|
| Canada | $1-3 | Similar to US, English | Smaller scale |
| Australia | $2-4 | High quality users | Small population |
| Philippines | $0.30-1 | Very low CPI, English | Lower LTV |
| New Zealand | $2-4 | Quality users | Very small |
Avoid initially: US, Japan, South Korea, China. These markets have high competition and expensive CPIs that can burn your budget quickly.
Key Metrics to Track
Retention (Most Important)
Retention is the foundation of F2P success. Without strong retention, monetization doesn’t matter.
Target benchmarks:
- D1 Retention: 40%+ (casual), 35%+ (mid-core)
- D7 Retention: 15%+ (casual), 12%+ (mid-core)
- D30 Retention: 5%+ (casual), 4%+ (mid-core)
If D1 is below 30%, you have fundamental problems with your core loop or onboarding.
Session Metrics
- Sessions per day: 2-4 for casual, 3-6 for mid-core
- Session length: 5-15 minutes average
- Time to first purchase: Track conversion funnel
Monetization (Secondary)
Only focus on monetization after retention is solid:
- ARPDAU: $0.05-0.15 for casual, $0.10-0.30 for mid-core
- Conversion rate: 2-5% of players making first purchase
- ARPPU: $10-50 depending on genre
The Soft Launch Timeline
Week 1-2: Technical Validation
- Deploy to test markets
- Monitor crash rates (<1% target)
- Track loading times and performance
- Fix critical bugs
Week 3-4: Core Loop Validation
- Analyze D1 retention
- Identify friction points in onboarding
- Review session data
- Begin A/B testing
Week 5-8: Optimization
- Iterate on retention issues
- Test monetization events
- Optimize UA targeting
- Expand to additional markets
Week 9-12: Pre-Global
- Hit KPI targets
- Scale UA spend gradually
- Prepare global launch strategy
- Final polish and localization
Common Soft Launch Mistakes
1. Launching in the Wrong Markets
Starting in the US or Japan burns budget fast. CPI can be 3-5x higher than Canada or Philippines.
2. Ignoring Early Retention Data
If D1 retention is 25%, don’t hope it will improve. Stop, analyze, and fix the fundamental issues.
3. Rushing to Monetization
Focus on retention first. A game with 50% D1 and weak monetization can be fixed. A game with 20% D1 and great monetization will fail.
4. Not Iterating Fast Enough
Soft launch is about rapid iteration. Ship updates weekly, not monthly. Every week of stagnation is wasted learning.
When to Kill or Pivot
Not every game should go global. Know when to make hard decisions:
Kill signals:
- D1 retention stuck below 25% after 6+ weeks
- Severe technical issues that can’t be resolved
- Core loop fundamentally doesn’t work
Pivot signals:
- Specific features showing promise while others fail
- Unexpected player behavior worth exploring
- Market feedback suggesting different positioning
Conclusion
A well-executed soft launch is the difference between a successful global launch and an expensive failure. Take the time to:
- Choose the right markets (Canada, Australia, Philippines)
- Focus on retention before monetization
- Iterate rapidly based on data
- Know when to kill or pivot
The investment in soft launch pays for itself many times over when you hit global launch with confidence.
Need help with your soft launch strategy? With 20+ years of mobile gaming experience, I help studios optimize their soft launch approach and hit their KPI targets. Book a free consultation to discuss your game.