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.

Get our MERCH NOW: 25gamers.com/shop

--------------------------------------

PVX Partners offers non-dilutive funding for game developers.

Go to: https://pvxpartners.com/

They can help you access the most effective form of growth capital once you have the metrics to back it.

- Scale fast

- Keep your shares

- Drawdown only as needed

- Have PvX take downside risk alongside you

+ Work with a team entirely made up of ex-gaming operators and investors

---------------------------------------

For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.

Our sponsor FastSpring:

Has delivered D2C at scale for over 20 years

They power top mobile publishers around the world

Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.

---------------------------------------

This is no BS gaming podcast 2.5 gamers session. 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 a.m. conference discussion vibe, so let's not take it too seriously.

Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lancaric⁠

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

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

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on YouTube, Spotify, and Apple!

Please share feedback and comments - matej@lancaric.me

---------------------------------------

If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric

Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

Why most Soft Launches FAIL ❌ And how to avoid the trap by Matej Lancaric

two &amp; a half gamers

Why most Soft Launches FAIL ❌ And how to avoid the trap by Matej Lancaric

two & a half gamers