Launching mobile games – The right way

What the talk is about

Zvi Rabinovich explains how to launch free-to-play mobile games properly in a crowded market where install costs keep rising. His core point is that a game must be a viable business, not just fun, so positioning, business assumptions and monetization have to be planned during design rather than bolted on later. He warns against overestimating chart positions and store featuring, which is an unstable strategy. He advises measuring LTV and effective cost per install with segmentation, using retention systems, and running A/B tests focused on top-level metrics. Soft launch should target a small audience in a country similar to the main market, and scaling up should wait until the game is optimized. Useful for mobile developers, producers and marketers.