Video Game Launch Checklist (Emphasis On Marketing) 
 

Launching a video game successfully requires a meticulous approach, and every aspect needs to be checked off the video game launch checklist before release. Key elements on the checklist include game development, quality assurance testing, compatibility testing, platform certification, marketing and promotional materials, and launch strategies.  

The development process involves conceptualizing, designing, coding, and testing the game, followed by quality assurance testing to identify and fix any issues. Compatibility testing ensures the game runs seamlessly on different platforms and devices.  

After passing certification, the game is ready for launch. However, that's just the beginning. Advertising campaigns, social media promotions, influencer marketing, and public relations all contribute to the success of a video game launch. Despite being a challenging process, the result is worth it. 

Want to know more? In this article, we'll provide a video game launch checklist with a special emphasis on gaming marketing, covering everything from pre-launch planning to post-launch promotion.

Pre-Launch Phase Of A Game Launch 

Launching a successful video game with a game agency requires a strategic approach that includes a range of pre-launch phases. Some of these phases include: 

  • Market Research and Analysis 

Market research is essential for any business to understand its customers' needs and preferences. It's a critical component in creating a successful gaming marketing strategy. The following are the most effective market research techniques used today. 

  • Surveys 

Surveys are one of the oldest and most common market research methods. Surveys can be used to quickly and efficiently gather a large amount of data quickly and efficiently. It can be conducted online, on the phone, or in person. It's a great method to collect data on customer satisfaction, product feedback, and demographic information. 

  • Focus Groups 

Focus Groups bring together people with similar characteristics to discuss a particular product or service. It's an effective method for gathering in-depth information about customer behavior and preferences. It's usually conducted in person and moderated by an experienced researcher. 

  • Interviews 

Interviews are similar to focus groups, but they are conducted individually. It's an effective method for gathering detailed information about customer behavior, preferences, and opinions. 

  • Observational Research 

Observational Research involves observing customer behavior without direct interaction. It's an effective method to understand customer behavior in a natural setting. It's commonly used in retail settings, where researchers observe how customers interact with products. 

  • Data Analysis

Data Analysis is analyzing large amounts of data to identify patterns and trends. It's a crucial component in market research, providing insights into customer behavior and preferences 

  • Customer Profilin 

Customer Profiling involves creating a detailed profile of a typical customer. It helps businesses understand their target audience and create gaming marketing strategies that appeal to them. 

  • Social Media Analytics 

Social Media Analytics involves analyzing data from social media platforms to understand customer behavior and preferences. It's an effective method to gather real-time feedback on products and services. 

  • Trend Analysis 

Trend Analysis involves analyzing data to identify trends and patterns. It's an effective method to identify emerging trends and predict future consumer behavior. 

  • SWOT Analysis 

It is a strategic planning tool to identify a company's strengths, weaknesses, opportunities, and threats. It's an effective method to identify areas where a company can improve and capitalize on opportunities. 

  • Mystery Shopping 

Mystery Shopping involves hiring individuals to pose as customers and evaluate a company's products and services. It's an effective method to identify areas where a company can improve customer service. 

  • Eye Tracking 

Eye-Tracking involves tracking where customers look when interacting with a product or service. It's an effective method to understand how customers interact with products. 

  • Net Promoter Score (NPS) 

Net Promoter Score (NPS) is a customer loyalty metric that measures how likely a customer is to recommend a product or service. It's an effective method to measure customer loyalty and identify areas for improvement 

  • Secondary Research 

Secondary Research involves analyzing existing data from sources such as government reports, industry publications, and academic journals. It's an effective method to gather information quickly and efficiently. 

  • Creating a Target audience 

The following are the factors used in identifying a target audience by the game agency : 

  • Demographic Segmentation 

Demographic Segmentation involves separating the market based on age, gender, income, education, and occupation. For example, a luxury car brand may target individuals with high incomes and a certain level of education. 

  • Psychographic Segmentation 

In this method, the market is divided based on the factors such as personality, values, interests, and lifestyle. For example, a fitness brand may target individuals who value health and wellness and have an active lifestyle. 

  • Behavioral Segmentation 

This process involves dividing the market based on buying behavior, usage behavior, and brand loyalty. For example, a coffee brand may target individuals who are frequent coffee drinkers and are loyal to their brand. 

  • Geographic Segmentation 

Geographic segmentation divides the market based on location, climate, and population density. For example, a sunscreen brand may target individuals who live in sunny locations with high temperatures. 

  • Developing a Marketing Plan 

Creating a successful gaming marketing plan requires the use of various tools. Some of these techniques include: 

  • SWOT Analysis: Evaluate a business's internal strengths and weaknesses, along with external opportunities and threats. 

  • Market Research: Gathering and analyzing data about a target market to make informed decisions. 

  • Customer Personas: Fictional representations of the ideal customer used to guide video game marketing efforts. 

  • Competitor analysis: Identifies competitors and evaluates their strengths and weaknesses to inform marketing strategies. 

  • The marketing mix (4 Ps): The video game marketing agency takes the factors like product, price, place, and promotion used to create a strategy. 

  • Budget allocation: Deciding how much money to allocate to each marketing activity. 

  • Goal setting: Establishing specific, measurable, achievable, relevant, and time-bound gaming marketing goals. 

  • Metrics and analytics tracking: Monitoring and analyzing key performance indicators to measure the success of video game marketing efforts. 

 

  • Creating a Buzz with Teasers and Trailers 

Teasers generate hype and excitement among gamers, which can translate into increased sales and a larger audience for the game. By releasing teasers and trailers, developers can pique the interest of potential players and build anticipation for the game's release. 

For example, the anticipated game Cyberpunk 2077 generated enormous buzz with its teasers and trailers. The game's developer, CD Projekt Red, released several trailers that showcased the game's stunning graphics, immersive world, and intense action sequences. As a result, the game garnered a massive following of fans who eagerly anticipated its release. 
 

  • Building a Community Through Social Media and Influencer Outreach 

To successfully build a community around a new game, it's important to utilize social media platforms like Twitter, Facebook, Instagram, and YouTube to regularly update fans on the game's development progress and offer behind-the-scenes glimpses.  

Hosting giveaways and contests through social media is a good way to keep fans engaged and excited about the release. Creating a dedicated forum or Discord server for the game's community can foster a sense of belonging and promote player interaction. Among Us is one game that successfully built a community through social media and influencer outreach. 

 
 

Launch Phase Of A Game Launch 

The launch phase of a game launch is a crucial period that involves several stages, including: 

  • Setting up Press Releases and Reviewing Embargoes 

The first step in the launch phase of a game launch is to set up press releases and review embargoes. A press release involves written or recorded documentation directed at news media members to announce something newsworthy.  

A press release involves identifying the target audience, crafting a compelling message, and distributing it to relevant media outlets. Review embargoes are agreements between the game developer and reviewers that specify when reviews can be published. This helps to ensure that reviews are published simultaneously and that there is no bias in favor of early reviewers. 

  • Hosting Launch Events and Live Streams 

Hosting launch events and live streams is a great way to create buzz and generate excitement around a game launch. To host a launch event, you must identify a venue, invite guests, and plan the activities. On the other hand, live streams can be done online and require a good internet connection and a suitable streaming platform. Developers can showcase the game, answer questions, and interact with the audience during these events. 

  • Advertising Through Various Channels 

Advertising is an essential part of any game launch. Various advertising channels include social media, search engines, display ads, and influencer marketing. Social media platforms like Facebook and Twitter offer advertising options to target specific demographics. Search engines like Google and Bing offer pay-per-click advertising options that can help you reach people actively searching for games. Display ads are banner or video ads that appear on websites and apps. Influencer marketing means partnering with social media influencers to promote your game to their followers. 

  • Utilizing Promotional Offers and Giveaways 

Promotional offers and giveaways are great ways to incentivize people to try your game. Some popular promotional offers include discounts, free trials, and early access. Giveaways can include physical merchandise like t-shirts, posters, toys, and in-game items like skins or in-game currency. 

  • Monitoring and Responding to Customer Feedback 

Finally, monitoring and responding to customer feedback during the launch phase is important. This involves keeping track of reviews, comments, and social media mentions and responding to them promptly and professionally. Feedback can identify areas for improvement and adjust the game. Responding to feedback can also help to build trust and loyalty with your audience. 

 

Post-Launch Phase Of A Game Launch 

The launch phase of a game launch is a crucial period that involves several stages, including: 

  • Collecting data and analyzing game performance 

  • Re-engaging with the community through updates and DLC 

  • Utilizing user-generated content and reviews 

  • Analyzing marketing performance and adjusting strategies for future launches 
     

Conclusion 

Waypoint is one of the ideal entertainment marketing agencies for your video game launch, given their extensive gaming industry experience and proven track record of success. Their team of experts will work with you at every step to ensure that your game reaches its full potential and generates maximum buzz among your target audience.  

With Waypoint on your side, you can rest assured that your video game launch will be a resounding success. So why settle for anything less? Choose Waypoint and take your video game to the next level.