Strategies for a Successful Early Access Launch

When I first ventured into creating an Early Access game, I had my reservations about the model. As a marketer, I found that promoting Early Access titles was more difficult compared to fully released games. The media tends to overlook Early Access games, and the consumers who engage with them have different expectations. They often demand a sense of ownership and involvement in the development process, and any missteps can lead to a loss of interest in the game. Moreover, gaining review coverage from the press once the game reaches its 1.0 version can be an uphill battle. However, after working on several Early Access titles, including Dinkum, Inkulinati, and Medieval Dynasty, I have come to realize that this model can be highly effective in building a strong community and a great final product. While it may not be suitable for every type of game, and some drawbacks still exist, it can be a viable option if the game is well-suited for it. The key to success lies in planning communication strategies carefully, as failure to do so can lead to negative reviews, a perception of being a cash grab, and the impression that the game is no longer being supported. In this article, I will share some marketing and communication tips that can help you achieve a successful Early Access launch and foster a community that you will enjoy engaging with. These tips are primarily applicable during the period after the game's Early Access release and before its 1.0 launch. Prior to the Early Access release, traditional pre-launch hype strategies are effective, and after the 1.0 launch, traditional post-launch tactics can be employed. One approach I recommend is prioritizing significant and meaningful content updates over more frequent, smaller updates that may not add substantial value for players. This strategy can create the impression that more work has been done on the game over time, and it allows for the creation of more impactful marketing assets. It also encourages YouTubers and streamers to revisit the game and gives the community something to look forward to. Additionally, surprising the community with small, unexpected content drops, such as cosmetics or decorative items, can go a long way in building goodwill and keeping them engaged. Maintaining a positive Steam User Rating is crucial, as it reflects the community's perception of the game. Responding to negative reviews, patching bugs promptly, and communicating with the community through Steam updates can help build trust and improve the game's rating. Investing time in production and communication during the initial weeks of the Early Access release can establish a strong foundation of trust with the player base. It is essential to plan the first major content update within five to seven weeks after release, which can coincide with a sale to attract more players. Building hype for significant updates is vital, and there are three types of communication messages during the Early Access phase: content-based messages, community engagement messages, and marketing activities. Each major update should be treated as a milestone, and creating a content plan around these releases can help maintain a consistent flow of information and excitement. The Early Access model relies on community feedback to shape the game, so it is crucial to solicit feedback through surveys and questions. This feedback can lead to new insights and directions for the game, even if it means pivoting from initial plans. Setting boundaries with the community and establishing clear expectations is vital to maintaining a healthy work-life balance and avoiding burnout. By being transparent, genuine, and communicative, you can build a loyal community and ensure the success of your game. The worst approach is to remain silent, as this can lead to misinformation and speculation. By following these strategies, you can create a thriving community and a game that you will enjoy working on for months to come.