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Soft-launch strategy for mobile games

May 6, 2020 @ 2:00 pm - 3:30 pm EDT

The soft launch stage is a vital step for a mobile game towards global launch, allowing developers to successfully optimize (or kill) a game before committing large amount of money to a launch budget. For free-to-play mobile games, and especially for those with in-app purchases, it is important to determine how well the game will do globally: if it has a good retention profile, if monetisation mechanics work at scale, etc.

Using real case studies, this workshop will show attendees how to fine-tune a soft launch, discover best performing creatives and User Acquisition channels through extensive testing, improve app store optimisation methods, and more.

In this workshop, I will deconstruct soft launch best practices and answer these questions:

  • Why we do soft launch in the first place?
  • When and how long should it take?
  • What countries we should aim for? How we should choose relevant countries for soft launch?
  • What are the soft launch stages?
  • What KPI’s are we measuring? (each stage different KPI’s)

Workshop Length: 1.5 hours

Workshop Format: Live-streamed webinar

Workshop Date: May 6th
– 11am – 1:30pm San Francisco time
– 2pm – 3:30pm New York Time
– 7pm – 8:30pm London Time

About the Instructor

I have been in the games industry for seven years. I am a true mobile marketing enthusiast currently working as a Director of User Acquisition at SuperScale where I develop multi-channel acquisition strategies and marketing campaigns that are designed to drive the overall growth for our partners. Together with my team I currently manage millions in profitable UA spend monthly across paid channels.

Also, I’ve been running my own marketing consultancy over five years helping several talented developers across the globe with multi-channel user acquisition strategies, soft launch and global launch planning and general marketing/business advisory.

Photo by SpaceX on Unsplash


Matej Lančarič


Zoom Call