Launch Support Features
- Pre-registration campaign management
- Soft launch market selection
- Launch day traffic coordination
- ASO integration support
- Post-launch scaling playbooks
Launch Phases
Phase 1: Pre-Registration
Build anticipation before launch:
- Set up Google Play pre-registration
- Create pre-launch landing page
- Build email/waitlist
- Run teaser campaigns
- Gather early feedback from community
Phase 2: Soft Launch
Test and optimize in limited markets:
- Select 2-3 test markets (often: Philippines, Australia, Canada)
- Run small UA campaigns ($5-20K)
- Measure retention, monetization, engagement
- Identify and fix issues
- Test creative concepts
- Optimize conversion funnel
Phase 3: Global Launch
Scale to primary markets:
- Launch in Tier 1 markets (US, UK, DE, etc.)
- Coordinate with App Store featuring
- Execute launch day PR
- Ramp UA spend aggressively
- Monitor server stability
Phase 4: Post-Launch
Sustain momentum and scale:
- Optimize based on initial data
- Expand to additional markets
- Build retargeting audiences
- Plan content updates to maintain engagement
Soft Launch Market Selection
Good soft launch markets share characteristics:
- Similar to target: English-speaking, similar device mix
- Affordable CPIs: Test without breaking bank
- Sufficient scale: Enough users for data
- Common choices: Philippines, Australia, Canada, New Zealand
Soft Launch Benchmarks
Before going global, validate these metrics:
- D1 retention: 40%+ for games, 25%+ for apps
- D7 retention: 20%+ for games, 15%+ for apps
- Monetization: ARPDAU meeting projections
- Technical: Crash rate <1%, no major bugs
Launch Day Checklist
- App Store listing optimized and localized
- UA campaigns ready to activate
- PR and social media coordinated
- Customer support staffed
- Server capacity verified
- Analytics and attribution live
- Contingency plans in place
Common Launch Mistakes
- Skipping soft launch: Launching blind to major markets
- Wrong timing: Launching during competitor events or holidays
- Under-investment: Not enough UA budget for momentum
- Poor ASO: Weak store listing undermines paid UA
- No iteration: Failing to fix soft launch issues
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