What needs to be considered for releasing a game in early access?
Xsolla shared tips on how to effectively strategize the release of a game in early access.
Within the gaming community, there isn't a consensus on when to focus on a full game release versus when early access might be beneficial for a project. This often depends on the game's genre, the quality of the product at the early access launch stage, and other factors. However, during the development phase, funding issues frequently arise, and in such cases, early access offers a great opportunity to raise additional funds while also gaining initial statistics and feedback as a bonus.
Weigh the Pros and Cons
Before releasing an early version of your game, make sure it is playable and at least meets your minimum expectations and vision. If not, the game definitely needs further development, since an early access release is unlikely to yield the desired results and might tarnish players' perceptions of the eventual full version. We also advise against releasing single-player games in early access. However, if you have a game with repetitive multiplayer gameplay—be it a battle royale, an MMO RPG, or an open-world exploration project—go for it!
The next step is to analyze the market situation. Confirm that your chosen release date doesn't coincide with major sales or the so-called dead season, typically considered to be the summer months. Also, avoid periods when major releases from renowned studios are planned. Regardless of the genre of an AAA project, it will inevitably draw some community attention away. Additionally, it’s valuable to learn from the early access experiences of direct competitors: check out player reviews (what they praise and criticize), videos from notable bloggers and streamers, or any firsthand materials about the challenges of the process.
Generate Interest
To create an informational buzz around your release and capture audience interest, start with a website: this could even be a simple site created using a web constructor. The goal of your site is long-term engagement with an audience interested in your game and interaction with the media. Don’t forget to include a newsletter subscription and gradually add new content to the site—gameplay videos, screenshots, trailers, and pre-order information. This way, you initiate a dialogue with your audience and obtain initial statistics on future players (along with essential data for marketers).
An important phase in preparing for the release is working with the press, streamers, and influencers. To navigate these relationships effectively, prepare a well-crafted press release that answers most questions players might have. When sending out game keys to influencers before the release, be ready for honest reviews, overviews, and open feedback. We do not recommend drafting generic texts for streamers and bloggers; instead, thoroughly study influencer content and provide a guide highlighting your game's main features, allowing them creative freedom.
Tools for Early Version Release
Next, you can proceed to release your game on a platform, choosing the best one in advance. There are dozens of stores for game distribution, each with different placement terms and a share percentage for the developer. Do not overlook the option of distributing the game through your own website. Despite the relatively low traffic flow, developers can use this method to independently monitor incoming traffic, send push notifications to players, and build an email database.
In this scenario, an external solution might be beneficial. For instance, the Xsolla Launcher is an installer that users download directly from the site. After activating a key or purchasing the game, the distribution and all updates begin downloading. The product usage fee is only 5% of sales, which allows significant savings on launch costs compared to other tools.
For example, Proletariat Inc. released an early version of the game Spellbreak through the Xsolla Launcher in the fall of 2018. Within a few months, this fantasy setting battle royale earned about a million dollars, which ultimately helped the studio refine the game for a full release. During this time, a community of over 100,000 players formed around the game, who actively share their feedback with the team today.
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The main advantage of early access lies in the ability to use earnings from the sale of the preliminary version to perfect the game. Your task is then to implement missing features, remove flaws, adjust the game's difficulty for beginners, and add rewards for experienced players. It’s essential to balance the team’s vision of the game, its capabilities, and player opinions to ensure the highly anticipated release of version 1.0 is successful.
