Why most Soft Launches FAIL ❌ And how to avoid the trap by Matej Lancaric

The primary focus needs to be on videos and also kind of static images and playables later in the retention stage, but it needs to be mainly gameplay-oriented because if you use fake ads, it's going to tank your retention data, which you don't really want to see because then it's misleading.

But what you can do, so no fake ads, no misleading ads, just kind of gameplay-oriented, stay true to the actual game.

You can always do different hooks, you can use AI, you can use whatever else, uh, just to kind of iterate on the gameplay.

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Hello, everybody.

My name is Mattej Lancaric, and welcome to Two and a Half Gamers.

This episode is going to be a solo episode because, as you can see, there's no one else in this recording.

So, what I'm going to talk about today is actually a soft launch framework.

And why I'm going to talk about it?

Because

I released

this soft launch Bible and how to actually soft launch your game in 2025.

So,

if you want to have the whole guide, I'm going to show or show you the framework, how I do different things.

And then if you

want to know more, you can just check this soft launch guide on the link in the show notes.

So let's go here.

So

look,

this is,

let's say, a 40-pages presentation.

Again, a framework that I usually use.

You do need to adjust this to your game, but I mean, that's fine.

I'm just going to walk you through the whole framework and then

you can reach out, you can join our Slack channel and ask different questions.

So

again, it's a framework for different KPIs, different things that I'm usually talking about when I'm working with different companies.

So what you should have in mind when

do you kind of start the soft launch and also when you want a a global launch, I like to have a soft launch length anything or the duration, anything between three to six months.

Why?

Because if you have a one-month soft launch, you can't really test shit, you can't really assess anything, and you will get really partial data.

So, why three to six months?

I really want to know how the retention curve looks like, and not only day one, day three, or day seven, but also day 14, day 30.

Ideal scenario, you have day 60 and day 90.

Obviously, you won't get full picture always, but if you can, you should definitely aim for it.

And the same thing goes for the LTV curve and the ROAS kind of evolution.

I really want to know how my LTV improves over time.

Also, measure different cohorts between each other.

And also, if you are measuring LTV kind of for one month, then what happens afterwards?

Obviously, you won't be able to measure the LTV until you hit the monetization stage, but still, retention, monetization afterwards.

So, I'm going to talk about the different stages, different UA channels, Geos, and whatever else here.

But, you know, what are the KPIs for the global launch?

We have ideal KPIs for a global launch, and then we have kind of realistic for different games.

Obviously, the industry standard 40-2010 would be ideal.

And I sometimes actually go for 50% day one retention.

And obviously, LTV is higher than the CPI.

Why?

Because Because if it's not, if it's not, you're not making any money.

But also LTV on day

28 or day 30, 60, 90, obviously higher than the CPI.

So that's why I want to have the longer soft launch duration so I know what kind of L T V I can I can count on and count with.

Then

what are the like the step by step?

We launch Android.

I always go for Android.

It's definitely easier, especially after the ATT happened and the privacy shenanigans happened.

Run the UA tests.

If you have a PvP game, you need to run it continuously, but if not, then it can be in batches.

Evaluate the data, kind of look at the data, make decisions, and then obviously improve metrics and then just kind of do or run the UA in cycles.

And then add iOS, do all the scan setup and all the aggregate and even measurement, the ADC on TikTok.

Now Google is coming up with ICM, whatever the acronym means.

It's still the same thing all over again, just different UA channels.

And then, most importantly, you go live or you kill the game.

Pretty much, that's easy as that.

And if the game is not hitting the goals that you said and you're not moving the needle anywhere, kill it.

Kill it with fire and move on.

I know it's hard, but you should definitely do it because if you kill the game, you can actually still save the company and then pivot to something else.

Most people don't do it, and then the company is gone.

Anyway,

we have this from our friend Joachim, which is very important because the retention ratio should look healthy.

Meaning, if you have day one 50%,

day one retention 50%, but day seven is three percent, it sucks.

And there's obvious kind of problems be in the in the onboarding, in in the funnel and wherever else.

So you need to fix that.

And these are some healthy kind ratios and if your ratio it's below like 40 or 30 percent you need a lot of work and it's very questionable if the ltv or the the rust curve if the retention curve is healthy and if it's not then you will most probably not be able to scale the game which in certain cases is fine because even if you don't make millions and you are a small team and you are make gonna make tens of thousands or hundreds of thousands of dollars.

That's still pretty viable business, right?

But you know, you never say never, still need to kind of look at the retention and have the retention curve a very healthy.

So, kind of dividing the stages into three or soft lung into three different stages.

For obvious reasons, there is the tech test because even though you are in the soft in the development for whatever months, three, six, nine months, year, two years, whatever that means, whatever that is, you still need to get data and real data philippines mexico brazil indonesia india whatever can be

as uh android tech test country why because it's very cheap and you can get quite a lot of installs for

cheap or very low amount of money why because you need to test the tracking sdk implementation identify the possible issues and like the bottlenecks in tutorial in the boarding whatever else also keeping in mind the the crash rate and ANR rate, ANR up node responding rate needs to be below the different thresholds.

So we have the thresholds right here.

Why?

Because then Google is looking at you

very closely, meaning

your app is not really producing very good and positive experience for players if it's crashes.

or not responding

so it will put you under the or it will flag you and you will not get that many organic downloads and different things anyway you keep that keep these two metrics on your mind then if everything works correctly which it should then you go for the stage two which is the retention stage go for different countries in this case it obviously depends on the different genre because different genres have different suitable countries this game whatever it is let's say it's a mid-core game which is oriented for male audience, Netherlands, Poland, and Brazil, makes all the sense.

Because these countries, and I will talk about it later, these countries have very good audience for, especially for this type of game.

We're measuring onboarding,

tutorial completion rate, retention, first-time user experience,

all the different things that are kind of

going to influence retention and also the first-time user experience for the players.

This stage, you know, you should aim for the KPIs that you set.

In this case, I said day one retention, 35%, and day seven, 15%.

Obviously, based on the first data points you get from the initial testing, you can put this above or below these KPIs, but still, I would aim higher just to get

better results.

Because if you push the team and aim higher, you always get a better KPIs.

Anyway, you do need a certain amount of daily new users.

Why?

Because you need to have a significant amount of data and to be able to say the day-brand retention

is statistically significant.

So if you have 20 players, most probably it's going to be quite random.

If you have 50 players, not quite there yet, but at least 100 players, maybe you can get that through like a next like seven five to seven days.

And then you have 500 to

700 users.

Still, if you get 200 daily new users

your

retention will be definitely more statistically significant.

Then

you hit when you hit your KPIs from the retention stage, you move obviously you move on to the retent to the monetization stage afterwards with different countries and then obviously different uh also different uh focus on the campaigns.

So you move from the Netherlands, Brazil and uh and Poland, which is tier one slash tier two, I would go for tier two countries to tier one countries because of the payment behavior and the payment potential.

You go for UK, Canada, Australia, Germany.

I like to go to UK and Germany rather than just Canada and Australia because everybody is soft-launching in Canada and Australia for years.

And those two countries are quite small, so you will get high CPIs very quickly and then really high, also, therefore, like a high competition as well.

So, you measure here in this stage mainly the LTV, the average revenue per DAU,

basically the whole payment behavior, and also trying to achieve like the

LTV higher than the CPI.

So this equation is very important.

Or

you go for day

one, two, three ROAS as a benchmark.

So day X benchmark.

You definitely need to focus on the purchase-oriented campaigns in here because only those these days are going to produce or like focus on the payers in the retention stage.

You go from mobile app install campaigns to also app event optimized campaigns, but you rather than the

purchase event, you go for engagement event, level five achieved, level ten achieved, let's say stage three

completed, and these type of things that kind of

resonate or kind of showcase the higher quality and higher engaged players.

So then I usually what I usually do is check the the category.

Who is the biggest game, who is the smallest game, What are they doing?

How much money do they earn?

I usually go for something like this, which, by the way, the listeners, if you're listening

on Spotify or Apple, I'm looking at top 14 games within the puzzle RPG sub-genre by downloads.

And then I also look at this by revenue and kind of looking at different games.

So there's

top 20 games.

And I also look on the retention curves and profiles.

So I know what kind of KPIs I should aim for when soft launching.

So, as I mentioned at the very beginning,

if we take the kind of golden benchmarks from the gaming industry: 40, day 1,

40, day 1, 20, day 7, and then 10, day 30 retention.

If you look at different games, they have very different retention profiles.

Puzzle RPG, we have Empires in Puzzles, which is day one, 40 almost, day 7, 19, day 30, 11%.

But again, we have other games, which is Puzzle of the survival, and they have different day one retention, which is 31%, or they say when it's 12%.

And still, these games are making millions.

So that's what I'm usually trying to look at because it's very important.

And also measuring or just checking the retention on iOS and Google Play as well, especially in the US market.

Then I kind of

bring or put together a timeline and the steps so everybody knows what's going to happen.

So we have the kind of soft launch when they start, which like each stage, how long it's going to take, what are the milestones and goals, obviously.

So, so, for example,

in stage one, I want to achieve thousand installs from Google or Facebook in terms of the UA channels, just to have the

bulletproof SDKs.

There's no tracking issues, data, like data is aligned across different

sources, which if it's the Google Store or Google Play Store or an MMP or Firebase SDK

or your internal data.

Then we have the retention stage, for example, improve the day three, day seven ratio, but achieve the day one, 40%.

And then in monetization stage, obviously validate the ROS potential and like the monetization funnel.

What is the step by step?

As I mentioned in the first slide, which was kind of like an executive summary, here we have, you know, we need to set up this tracking and technical stuff.

That's a lot of work.

We need to technically test the, like, we need to run the user acquisition like tech test and identify the issues within the game, SDKs, whatever else.

If we have different

platforms, we add these platforms as well.

Then we go for data evaluation, obviously, with the UA in combination.

And then, based on those data points, we iterate and then kind of hit the goals and go live, or we kill the game.

So, stages again, let's just dive a little bit deeper into the stages.

So, stage one, again, technical test.

What are we doing?

We need a small amount of players, and I know I mentioned like thousands,

but that's that's just an example.

You can do, you can check the kind of technical stability of the game with 100 or 200 installs.

Just I would rather use a couple of days maximum or maximum three weeks if something is broken.

But then again, you go, you test the game stability.

You need to check the whole kind of data tracking setup.

Client backend events, MMP integration, the UA channel evaluation,

the connection, you need to have the Firebase setup correctly.

bug fixing and all the technical stuff.

What kind of happens is, you know, you forget

a dot to add a dot within a currency, or you need instead of dot, you put comma there.

So, all of these small technical things

like can destroy basically the whole soft line.

So, you need to be very sure that your setup and data

you can rely on this data 200% or 500%, doesn't matter.

It needs to be correct, it needs to be correct.

And you don't really need to spend a lot of money here, that's why you use the Philippines or Mexico or the other tier four country.

In terms of like in here,

this technical test,

sometimes I went a little bit deeper in the tech tests because what happens in the tech test if you're running Philippine campaigns, your retention metrics suck, which means instead of let's say 35 or 40% that you're

going to see in tier one markets, you're going to see 20%

and people panic.

And when people panic in tech test, that's not always a good thing because tech test is only

and only for testing the tracking and the technical stability of the game, nothing else.

But if you see a problem in retention and you go deep, you might need to look at the device performance and start excluding the low-end devices that can cause your game to crash.

And, you know, because some older devices are just crap and you can't run a high-fidelity game on the old devices.

So, in these cases, I started to use these exclusion lists of like two gigabytes or three gigabytes of RAM, which means excluding the all low-end devices.

These days, when you run campaigns on Facebook or somewhere else, you can actually run the OS 12 on Android, which runs only on six gigabytes of RAM, which again, it's gonna exclude any device below this operational system.

In that case, all the low RAM or like low gigabytes of RAM, so you're kind of covered.

But if you're kind of facing these issues, go for device-level

evaluation and performance, and then you can start seeing better results.

Because then, when I did this, instead of seeing 20 to 25% day one retention in the Philippines, I was able to see 40% right away, and I didn't change anything in the game itself.

Then we move on to retention stage, right?

Again, we're going to for the retention stage to achieve the retention goals and still identify issues within the game, kind of you know, going for the tutorial completion race, retention, the play kind of gather the f player feedback, um, the first time user experience

and everything.

What kind of happens in this stage, we are going for the tier one or tier two countries because we want to get volumes still, but from

from um

countries which make sense, which are a little bit more quality than the tier 4 or tier 3.

So we should see like an improvement of retention when you go from build to build.

And

we start adding

several channels.

They usually start with Facebook, then add Google, and then either TikTok or Unity depends on the genre.

And what's very important is we go for the event optimized campaigns after, let's say,

month or one or two iterations of the build.

Why?

Well, I want to see how the game performs with the mobile app install optimization and mobile app install campaigns.

And then, as soon as we move towards app event optimized campaigns, we will see way, way better retention just because it's kind of a better targeting option.

What you need to keep in mind, this is not a cheap exercise.

You still need to get certain players for a version from each country to be able to say statistically significantly like the data you are seeing are going to be correct.

So, for measuring day one retention, you don't really need a lot of players, right?

2,000 players is fine.

As soon as you go to day seven and day 28, you need many more players because of the kind of how the retention curve looks like and the whole funnel.

So, for measuring day 28 retention, you need

4,000 players.

If you have

mid-core game and your CPI is going to be 5,000, 10, 20,

then it's going to be quite expensive.

And you are still talking about Android.

Then you, in the middle of the retention stage, you start adding iOS if you are kind of satisfied with what you see on Android.

And you need to set up the conversion schema and go for all the different measurements and then set up everything on Facebook, on Google, and then TikTok as well.

where you usually go for like the iOS campaigns.

There are some usually some talks about the pre-registrations and on Google and iOS.

I generally do not recommend pre-registrations.

I mean, it just doesn't make any sense in my opinion.

Also, there is a really big churn.

I was able to see what, like, maybe 20 to 30% of the actual pre-registrations turned into actual installs, which is quite a small number.

But anyway, on iOS, if you are running a pre-registration campaign or if your game is in pre-registration, for example, in UK, you can't run UA in UK, which sucks, obviously.

But I mean, you make your choice.

And for retention, I'm kind of like, I'm having always this,

I'm always doing this exercise of like what kind of target audience I can get and trying to exceed estimated audience size, which usually, I mean, these days and meta doesn't really work anymore to a certain extent, but it's a good kind of indication of how many players I can reach with certain interests.

I'm moving away from interests in general, but interests are still kind of valid targeting option and even to certain extent look-alikes are a valid option.

But I usually start broad, then go interest and then kind of lookalikes.

Or like at least that was the case like a couple of years ago.

Now it's usually just broad and even the optimization instead of the interest.

But from time to time I actually combine this because

it makes sense.

It's not very popular anymore, but still kind of a valid option.

And in terms of the actual kind of pre-launch on Android and how does that look like before the open beta and all of the different betas were introduced, closed beta, open testing, and production and whatever, pre-registration, we only had live production built.

And we only picked a few countries, and then we could see basically all the reviews and ratings.

Which, if your game is not ready, it's going to suck because people are going to

complain, like, oh my god, this game doesn't work, there are some bugs, whatever else.

And here, the open testing is the way to go because your game is going to be listed as an open testing or the beta testing or whatever else.

And you won't be able to get reviews and ratings, which is good because your game's not finished yet.

So, this definitely helps all of this soft launching.

And some games are even opening the worldwide for like opening the game worldwide and just run the UA in certain geos because it's still gonna be an open testing

platform.

So, I mean, it's kind of the open beta works.

You can run the UA and the soft launch as well.

The closed beta and the internal testing, not really, but that's only for obvious reasons of the internal testing.

So, you go for the open beta and then kind of either pick the soft launch or you just stay in open beta until the global launch and then the pre-registration.

I mean, that's on your end.

So this is how it kind of looks like.

The app is

going to say the app is in the development.

You can try and provide feedback, which is great because it's still unreleased and you can manage the feedback via Play Console.

And actually,

if you have a good relationship with the Google Play team, you can even get featuring in the open beta testing and you will get like,

let's call it free traffic, which definitely helps with data evaluation.

Then when your game is amazing and you hit all the KPIs in the retention stage, you go for monetization, right?

Which is quite interesting and very, very important stage of the soft launch because you here, you go for all the monetization metrics and the conversion rate, you measure the LTB curve and like how the ROS evolves over time.

In here, you go for the

tier one markets, like I mentioned, UK, Canada, Australia, and Germany.

And I mean, you can add whatever else you want.

but these are like the four main countries.

You can add the Nordics and you can add something else as well, but depends obviously on your budget.

You still kind of go for tier one markets and purchase-oriented campaign.

Why?

Because if you run the app engagement campaigns or app event optimized campaigns for engagement event, you will most probably see absolute zero revenue because that's how the algorithm works these days.

So you switch towards the purchase-oriented campaigns right away.

You need to count a bit higher CPIs than what you've seen in the retention stage.

For because how it works is mobile app insta campaigns, lower CPI, lower quality.

App event optimized campaigns, a higher CPI is a higher quality.

You go for purchase campaign, a higher quality, even higher CPIs.

And you go for value optimized campaigns,

absolutely amazing, but still performance, but still super high CPIs as well.

Anyway, you always go for several networks in the in the monetization stage, so you have the benchmarks and you can kind of benchmark all the UHLs within each within each other.

Because for example, Google ads will always have lower CPIs, but also lower quality of the users.

Whereas like uploading,

it's most probably gonna be quite high in the mix in terms of the quality, but also in terms of the CPIs.

Uploading always most probably will add at the end of the soft launch because you need a certain amount of installs to be able to kind of get to the platform and also some of like the bigger countries so you can run it successfully.

But still in this case, I would say even like Facebook, Mintegal, Molocholifto, whatever here, and TikTok at the same time, just to kind of start testing the players and getting the pairs into the mix.

Ideal scenario is you finish the soft launch and you have live ops and events with offers.

So you kind of support the LTV growth and the ROAS evolution.

That's why you can't just stay in the soft launch for one month.

You still need to make all of this happen and it takes time.

And also you implement one thing, you need to iterate, you need to get the data and then iterate.

And then it's not like magically it's going to happen in one week.

That's impossible.

So you need these six to nine months, ideally, to be able to improve the game and then like, I mean, then launch because if you global launch something which is half

done,

that's the scale you can get, right?

You won't be able to push too much from the start, but which, I mean, that's still quite okay.

In terms of the countries, I already mentioned like a few countries.

So let's say in this puzzle genre, I looked at the Empire puzzles and their soft launch, because, I mean, that's quite important.

Obviously, the countries are going to be different now from now.

and from what they run in the soft launch.

So, and this is what they kind of run of like in general, like Germany, UK, Poland, Brazil, like those are like the top countries.

So, what are like the key takeaways?

Like Brazil, pretty good amount of installs, not that much revenue, but good CPI efficiency.

So, these countries have definitely a good amount of players that are engaged also with Spain and Sweden, but also like kind of low monetization.

And Spain and Sweden are going to be definitely more expensive in terms of the CPIs than Brazil and Ukraine.

But But in terms of the testing the markets, here I would say Canada because of the idle proxy, but I see, I still say UK is going to perform better because of also lower costs.

And it's a good proxy to US anyway.

Poland is my favorite country

in soft launch because it's like in emerging EU market, like here it's written and decent monetization.

But not only that, but it's very popular.

Like gaming is very popular in Poland.

A very high Android penetration Australia kind of small but fine you can add it into the mix with Canada but definitely for like Germany or UK for the for the monetization and the validation for for Germany so definitely all of these different different geos based on the level based on the in-person puzzles kind of mix

I also have this since I think 2016 or seventeen which is uh the country population Facebook users and the English proficiency because that's very important in in soft launch.

I don't think you localize your game from the beginning.

So you need to kind of think also in terms of the markets, like if they speak English.

Because if you go to, I don't know,

Taiwan, I don't think they're going to speak English that much.

Although, I don't think that's going to be a big problem if your game is not like text or narrative heavy.

Then we have, let's say, different countries like Argentina, Brazil, and Thailand, or whatever else.

I don't, yeah, they won't be speaking that much English, but in terms of the like early metrics and

the retention measurement, that's that's gonna be fine.

And also, given the Google Play penetration, like that's what you usually look at because I kind of use the English videos and the English creatives anyway, or there's no text, so you're you're fine,

but also, like, there are like these different platforms which when you are kind of thinking about different UA channels, so you go and check who is actually using what.

So basically, if you're

a casual player, you can use Facebook, Instagram, and obviously TikTok as well.

If

you have a mid-core strategy title, definitely Google is going to

work quite well.

Also, Facebook is going to work quite well.

So you have all these different

player segments that are using different things.

And also, I mean, like here, the Gen Z type for Gen Z titles, which is younger audience, TikTok, Snapchat, Instagram, and YouTube Shorts.

Always like the short form videos and content is going to perform better or resonate better with younger audience.

Here, I would maybe say the TikTok is not only for a young audience anymore.

It's going to work for also older, female, or the male.

So think about it.

We are kind of using this type of data for the for the like figuring out the UH analomics.

We have different, obviously, different CPIs for different countries.

I have all the different benchmarks in the soft launch Bible because I worked with a lot of games before.

And always, like, this is kind of taken from Charbo CPI index, which is basically a relic.

It's a very old thing, but it was at the time quite useful.

But now, since we have the CPI optimization, the RAW

campaigns and the different app event optimization campaigns, those have very different CPIs.

So that's why I brought all the different benchmarks into the creative, into the soft launch Bible.

And I also have this kind of

top 46 countries split by English proficiency, or like 46 countries, because here you can also kind of cross-check the fact that I mentioned, like if your game is not localized, like where you should actually go from for the English-speaking countries, and it's quite obvious.

Then

what should happen always in the soft launch is always on

always on tests on the on the app store.

So you need to go and test like the store icons because of the first thing that players see, obviously ideally ideal scenarios the feature image and the screenshots.

Because I started with like kind of okay

conversion rate and then it can be improved.

And if you're longer in the soft launch, you can still run way more tests and compare it against the benchmarks because you can find different benchmarks of conversion rates and different kind of categories in there with like RPG, puzzle, whatever else.

And the testing framework, always on experiments, testing the store assets, testing everything.

Definitely go for icon testing and feature graphics because that's the first thing people see.

But you know, in soft launch, always on can help you improve the

conversion page, conversion rate.

And you can, you can see here like how the testing roadmap could look like, you know, visuals, which is the first visuals, then the screenshots, text, video, no video, you know, metadata, subtitle, all of these different things.

And also descriptions, obviously, and localization afterwards.

That's why I kind of put all the like visual first impressions on the top because that's the most important part.

I never seen.

Actually, a short description makes like 20% difference in terms of the conversion rate.

But you still need to test it out.

And now we come to the very interesting and important point of the whole kind of soft launch, which is the creative approach.

Here I have a very lightweight

creative, which is the gameplay only for Empire Supposites.

So I still kind of think

what you need to do

The primary focus needs to be on videos and also kind of static images and playables later in the retention stage, but it needs to be mainly gameplay-oriented because if you use fake ads, it's going to tank your retention data, which you don't really want to see, because then it's misleading.

But what you can do, so no fake ads, no misleading ads, just kind of gameplay-oriented, stay true to the actual game.

You can always do different hooks, you can use AI, you can use whatever else just to kind of iterate on the gameplay.

You can use different like 3D cinematics.

Obviously, it's not exactly the gameplay, but still, definitely works.

Or

what you need to do in the like

an ideal scenario again, three to five

playables in the retention stage, 10-50 videos per month in the soft launch, because

you need to realize you're going to run like small,

you're going to run campaigns in small markets, and it's a very limited amount of countries.

So, your potential reach is going to be kind of decent, but since you're going to run the same

countries all over again, you need to run more and more creatives because the creative fatigue will hit you in the face quite quickly because of the small countries you're going to run there.

And then in terms of the UA channel mix, so instead like not only thinking about the channel mix based on the audience segmentation I mentioned before, but also kind of what competitors are doing, right?

It's quite easy just to check like the top games in your category, go back to the soft launch uh when when they run the soft launch and just check and then cross cross check it with your kind of ideas in the retention stage i always go for google and facebook and as a wildcard tick tock here but then all of these are definitely in the monetization stage where you need to add some more like uploadings and mollocles and unity and also integral just just to get more kind of uh

pairs into the mix again so what's like the summary here you know you need to validate all of these channels before you go for global, because then you need to know how it actually works, how many creatives you need, if you need more like aggressive scaling, which channel is going to provide this, and what kind of creatives do you need, different types of creatives, and so on and so forth.

So, as I mentioned, like you know, you can get controls and learnings through the Google and Facebook, and then validate the creatives on different channels.

And then, like, all of these are gonna, like, all of these are gonna improve your kind of data points and ability to make decisions from the point of if you go wild or if you go and kill the game because the metrics are there.

Are you ready to launch?

Maybe.

You know, the pre-launch, I usually try to have these like app key up events, different creatives.

And the ideal scenario is you have kind of the LT model in place and kind of know what kind of mix of app event optimization versus the mobile app install campaigns or even even the vo campaigns you're going to run for the mob for the global launch and building the audience is like even though i mentioned the broad types of the campaigns but still running interest tests and lookalikes and building this it's going to be quite interesting so

ready to go you're satisfied with retention

your game is kind of converting players to payers you make sure that your game is kind of um stable and you fix all the all the bugs and everything.

You can, your servers can handle the load of the global release.

I launched a few games, and two of them exactly the same problem

after the global launch, black screen for a day in the main demo on the demo featuring, not a pleasant experience.

Lost a lot of money.

I mentioned all of this, but I didn't mention the iOS setup and how should I set up the iOS in the soft launch.

But you know what?

I will leave this for the next episode.

And please comment under the video if this was useful.

If you need more information about different stages in the soft launch, if you have any questions, please put them under the video or join the Slack channel.

And happy soft launching.

Thank you very much for listening.

Please, again, share your comments, questions, insights in the comment section under the video.

And see you next time.

Bye bye.