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.
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.Īnother crucial piece of the puzzle is to nail the first-time user experience (FTUE). It’s also a good time to test technical performance, creative for ads, and live ops campaigns. 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.ĭevelopers should use a soft launch or open beta to make sure key performance indicators like retention, engagement and monetization are meeting expectations. 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. Nothing is more important to a game’s success than getting the launch right.ĭuring 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.
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