Soft launching is one of the most critical phases of mobile game development. It's your opportunity to validate retention, monetization, and marketability before committing to a global launch budget. Get it wrong, and you waste millions. Get it right, and you set up for success.
What is a Soft Launch?
A soft launch is a limited release of your game in select markets before global launch. It allows you to test real user behavior, iterate on the product, and validate your business model with actual data rather than assumptions.
Why Soft Launch Matters
80% of mobile games that skip proper soft launch validation fail to achieve profitability. The investment in 3-6 months of soft launch testing typically saves 10-50x in wasted marketing spend.
Soft Launch Markets
| Market | Why Use It | Considerations |
|---|---|---|
| Philippines | English-speaking, low CPI, good retention proxy | May not reflect Western monetization |
| Australia | Similar to US behavior, English-speaking | Higher CPIs, smaller scale |
| Canada | Closest proxy to US market | Highest cost soft launch market |
| New Zealand | Clean test market, iOS heavy | Very small scale |
| Netherlands | Good proxy for Western Europe | Different monetization patterns |
Soft Launch Phases
Phase 1: Technical Validation (2-4 weeks)
Focus on stability and basic metrics:
- Crash rate below 1%
- Tutorial completion rate
- Day 1 retention baseline
- Basic economy function
Phase 2: Retention Optimization (4-8 weeks)
Iterate on core gameplay:
- D1/D7/D30 retention targets
- Session length and frequency
- Progression curve tuning
- Content consumption rate
Phase 3: Monetization Testing (4-8 weeks)
Validate business model:
- ARPDAU by segment
- Conversion rate to paying
- IAP price point testing
- Ad monetization CPMs
Phase 4: Marketability (2-4 weeks)
Test UA efficiency:
- CPI by channel and creative
- IPM (installs per mille)
- Early LTV projections
- Creative performance data
Key Metrics and Targets
Retention Benchmarks
- D1: 40%+ (casual), 35%+ (midcore)
- D7: 15%+ (casual), 12%+ (midcore)
- D30: 5%+ (casual), 4%+ (midcore)
Monetization Benchmarks
- ARPDAU: $0.15+ (hybrid), $0.30+ (IAP-focused)
- Payer conversion: 2%+ by D30
- ARPPU: $15+ monthly
Common Soft Launch Mistakes
- Too short duration: Not enough data for confident decisions
- Wrong markets: Testing in non-representative geos
- Ignoring cohorts: Not segmenting by acquisition date
- Over-iterating: Making too many changes without measuring
- Premature optimization: Scaling before fundamentals are solid
Go/No-Go Decision Framework
Before global launch, validate:
- Retention meets category benchmarks
- LTV/CPI ratio exceeds 1.5x at D30
- Stable build with less than 0.5% crash rate
- Proven creative concepts with 1%+ CTR
- Monetization curves show positive trajectory
Conclusion
Soft launch is not a box to check—it's a process to master. The games that succeed globally are the ones that use soft launch to ruthlessly iterate until the numbers work. Patience during soft launch prevents expensive failures at scale.