OP-ED

Nothing is more important to a game’s success than getting the launch right.

During 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. 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. 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.

Developers should use a soft launch or open beta to make sure key performance indicators like retention, engagement and monetization are meeting expectations. It’s also a good time to test technical performance, creative for ads, and live ops campaigns. 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.

Another crucial piece of the puzzle is to nail the first-time user experience (FTUE). 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. 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.

Ask the right questions

An open beta or soft launch can help you answer several key questions:

1. Is your promotional content compelling? Globally, nearly nine out of ten mobile gamers express interest in the content of in-game ads. A soft launch is a good time to test your creative so you can see what types of ads resonate best with players.
2. 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.
3. 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. During the soft launch, you can test different price points for in-game purchases. In some emerging markets, lowering price points for IAPs can lead to an increase of overall revenue. Learn tips in our guide to help you monetize with ease.

Use the right tools

I’ve been involved with over 200 game launches and there’s been such great evolution during that time. Developers used to launch a game, cross their fingers, and hope for the best. Now they can take advantage of sophisticated tools that allow them to reach the right players, fine-tune game mechanics, and quantify success.

For example, Firebase App Distribution makes it easy to distribute pre-release copies to a select cohort of trusted testers. Firebase Crashlytics helps devs track and fix stability issues so they can deliver a high quality gaming experience in less time. The Google Analytics for Firebase SDK captures first-party data that you can use to enhance app performance marketing and set your title up for growth.

We also provide additional tools that help you acquire new audiences and increase their lifetime value. Pre-registration lets users know when a new game is available for download on the Play store. App campaigns use machine learning to reach potential players across all major Google properties. Google Analytics Predictive Audiences give you insight into which segments of users are likely to churn or spend so you can optimize your monetization. Firebase Remote Config gives you the power to control, change, and optimize the behavior and appearance of your game dynamically, without having to release a new version.

These are just some of the tools available to help make the launch a success and you can learn more in our guide to help you release with confidence.

Keep it fresh

What you do in the weeks, months, and years after the launch is obviously very important, as well. It’s vital to always be pushing fresh content regularly.

For example, EA’s Star Wars™: Galaxy of Heroes has had a successful seven-year run on the Play Store. It brings a passionate fan base with high expectations, and they will skewer you in the reviews if you fail to meet those expectations. That’s why Heroes has a dedicated team constantly pushing new updates and live ops events. They’re not resting on their laurels. With a brand as beloved as Star Wars, they know they need to keep it fresh and get it right to continue to engage and retain their users.

One of the things that keeps me passionate about mobile gaming is that technology and our ecosystem is constantly changing. Every day presents a new opportunity, the bar is always rising, and the possibilities are endless. And now, with all the great tools Google has to offer, you too can win the launch.