This is a “short” post mortem to the light launch of our second mobile game: The Way Home. We set out to make the game in one month. Yeah, that never happened. But that is a different kind of post mortem and we are not there yet. So, back to the light launch.
By “light” we mean not all the content and some features and effects were not yet integrated. What we did have was a finished and (to a certain level) polished game.
Right, the launch. We wanted to publish exactly before the Christmas freeze. Crazy right? What are the chances? Close to zero for small indie devs with no budget for advertising. It’s the time when all the big publishers pump money in install campaigns to keep their ranks or even win some. CPI’s go from $1-2 to $6 or more. So why Christmas?
Well, we did not want to do a main marketing launch for the first version of the game. However, we did want people to install and play the game so that we found out what our players like, what works and what not.
1. What went right:
We got approved on time. We were actually lucky. We submitted in the first week of December. We did do a fair amount of testing but as we found out after launch, not enough. However, the game passed review and the game went live on the 18th Dec.