This is no BS gaming podcast 2.5 gamers – Why most Soft Launches FAIL ❌ And how to avoid the trap by Matej Lancaric
Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let’s not take it too seriously.
The Team:
Jakub Remiar- Game design consultant
Felix Braberg – Ad monetization consultant
Matej Lančarič – User Acquisition & Creatives consultant
Join our slack channel here: SLACK CHANNEL
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Summary
In this solo episode of Two and a Half Gamers, Matej Lancaric reveals his full Soft Launch Framework: the exact 40-page playbook he uses to validate retention, monetize effectively, and decide whether to scale or shut down a game before global launch.
From three critical stages — Tech Test, Retention, Monetization — to precise KPIs, country targeting, creative iteration, and UA channel sequencing, Matej walks through the step-by-step process he’s used across dozens of successful launches. This isn’t theory, it’s built from real campaign data, retention curves, LTV models, and monetization funnels from midcore, puzzle, and RPG hits.
Key insights from the episode:
Why a soft launch should run 3–6 months (not one) to capture real LTV and retention curves.
The 3-stage framework: Tech stability, Retention validation, Monetization scaling.
Exact geo picks for each stage (Philippines, Mexico → Poland, Brazil, Netherlands → UK, Germany, Canada).
UA sequencing: Facebook → Google → TikTok/Unity, shifting from MAI to event-optimized to purchase campaigns.
Retention benchmarks (ideal 40/20/10) and what “healthy” ratios actually look like.
Creative strategy: 10–15 videos per month, 3–5 playables, gameplay-first to avoid misleading retention data.
How to kill a game quickly if it can’t meet KPIs — and save your studio in the process.
Chapters
00:00 Introduction to Soft Launch Framework
04:06 Key Performance Indicators for Soft Launch
07:17 Stages of Soft Launch Testing
09:55 Retention and Monetization Strategies
12:21 Understanding Game Metrics and KPIs
14:48 Technical Testing and Data Evaluation
18:54 Retention Strategies and User Acquisition
21:36 Pre-Launch Strategies and Market Selection
25:07 Monetization Strategies and Campaign Optimization
27:58 Creative Approaches and User Engagement
37:34 Preparing for Global Launch and Final Thoughts
