Featured Blog

Launch is Dead for Free to Play Games

Are you launched? Have you launched yet? When are you launching? These are questions you hear often when developing your first games. I always dreamed of a doing a big launch like Steve Jobs. Time to wake up. Free to Play games and a Big Launch don't mix

Are you launched? Have you launched yet? When are you launching?

These are questions you hear quite a lot when developing your first game. To be honest, I always dreamed of doing a big launch like Steve Jobs, dramatically unveiling our great product to the public and listen to the crowd cheering.

Ok, back to reality. The fact is that I'm always struggling with these questions. SOOMLA, my current company is doing a platform for mobile game developers - allowing them to add In-App Purchase Stores to their games. We are big advocates of 'Lean Startup' and so we had quite a few launch related events. Here they are in chronological order:

  • Sep 2012 - Released our first 'thing' - an open source project for IAP in Android
  • Oct 2012 - A similar open source project for iOS
  • Oct 2012 - We participated in a Startup competition that is often considered a launch pad. We also received some coverage in TechCrunch
  • Nov 2012 - Our Cocos2d-x Plugin was completed and we received coverage in the official Cocos2d-x website 
  • Dec 2012 - Released an early version of our premium product (on top of the open source framework)
  • Jan 2013 - Launched a plugin for the leading 3d engine, Unity
  • Mar 2013 - Our premium product reached a level where the value outweighs the problems. 
  • May 2013 - Releasing a new version of our Dashboard - giving mobile game developers the ability to edit the stores on all devices in real time without a need for an update.
  • July 2013 - Completely redesigned the dashboard to fit 
  • Aug 2013 - Released Store-Front V2.0 including: direct category linking, floating stores and optimized user experience. 
  • Sep 2013 - Release analytics backend.

As you can see, the right answer for "when are you launching" would be "all the time". 

The same approach should be applied to free to play games since they are also services rather than products. The reality of any kind of startups is that you haven't raised huge chnuks of money and you can't really attract big press coverage just by announcing something. In these conditions, it's much better to take a 'Continous Launch' approach as it allows you to avoid big and expensive mistakes. Try to reach the critical mass in order to launch quickly. Get feedback from users and iterate from there.

I have a friend who happens to be a game developer. He released one game after a year of development and prefected game play. The game tanked. He then released another game after a month of development with sketchy interfaces that feels like stock images. He then started iterating on this game and after 2 months it was doing better than the first one. 

To those of you who dream on a big annoncment on Gamasutra. Think about who the readers are. Are they really your audience? If you are developing a game for kids, I can assure you they are not reading gamasutra. Same goes for casual games, action games and puzzle games. For us, the holy grail was TechCrunch but when we checked how many of the game developers using SOOMLA is actually reading TC, we realized that it's the wrong kind of publicity. Our audience is not there. 

Some companies even go and hire a special PR consultant. This can cost you $3,000/month and usually more. These money could have been used for more iterations on your game and getting your users to become evangelists for your game. 

So how are we getting noticed? For us, the answer is content marketing. Being able to produce valuable content in topics that interest your target audience is a great way to get your brand out there. Hubspot, Walkme and Flurry are great examples of doing it right. There are so many ways you can leverage good content to get traction. But that's a big topic by itself so I'll cover that in a different post.

Will be happy to discuss more about this or any other game business/production topic. You can find me at Google Plus , the SOOMLA blog or on Twitter.

This article was originally published on the SOOMLA blog - Launch is dead for free 2 play games

Latest Jobs


Vancouver, BC, Canada

Bladework games

Remote (United States)
Senior Gameplay Engineer

University of Canterbury

Christchurch, Canterbury, New Zealand
Academic in Game Arts and Animation

Fred Rogers Productions

Hybrid (424 South 27th Street, Pittsburgh, PA, USA
Producer - Games & Websites
More Jobs   


Explore the
Advertise with
Follow us

Game Developer Job Board

Game Developer


Explore the

Game Developer Job Board

Browse open positions across the game industry or recruit new talent for your studio

Advertise with

Game Developer

Engage game professionals and drive sales using an array of Game Developer media solutions to meet your objectives.

Learn More
Follow us


Follow us @gamedevdotcom to stay up-to-date with the latest news & insider information about events & more