What's great
“Finally, someone said it out loud.”
I’ve been in mobile marketing for almost a decade, and I’ve read countless “guides” about how to soft-launch a game — most of them full of theory, buzzwords, and zero practicality.
This bible was the first one that actually felt like it was written by someone who’s been in the trenches — dealing with bad retention, broken SKAN setups, and 10 different ad networks yelling for budget at the same time.
What I loved most is how actionable it is.
You can literally follow it step-by-step and see where your game stands: from picking test markets, setting KPI targets, understanding when to scale, to how to evaluate ad creative performance for ad-monetized titles.
If you work in UA, publishing, or even product — read this. It’s like having a senior UA lead sitting next to you, telling you exactly what matters and what’s just noise.
vs Alternatives
Because it’s the only guide that actually reflects how softlaunches work in 2025 — with SKAN, ad monetization loops, and real creative validation workflows. It’s written by someone who’s actually done it — not recycled GDC slides.
No fluff, just real data, actionable frameworks, and examples you can plug straight into your next launch.
What real data sources back the recommendations?
All recommendations are based on real campaign data from global softlaunches across iOS and Android — including benchmarks from Sensor Tower, internal UA dashboards, and direct experience managing multi-million–euro budgets for top studios. Everything in the guide comes from actual results, not theory.
Does it provide sample dashboards and reporting cadences?
Yes — it includes sample dashboards, metrics to track by phase (CPI, ROAS, retention, eCPM, ARPDAU), and recommended reporting cadences. You’ll know exactly what to send to your team or investors at each stage.
Does it teach how to set kill or scale gates?
Yes — it breaks down how to define and evaluate kill or scale gates with real KPI benchmarks (ROAS, retention, CPI, ad monetization). It’s not theory — it shows what “good enough to scale” actually looks like in practice.