Hey game developers! Thinking about going the early access route with your game? Smart move. It’s like inviting players to a backstage party – exciting, but also potentially messy.
Early access is a powerful strategy, letting you build a fanbase, grow and polish your game alongside your players with their feedback at the forefront.
But it’s not a magic wand — it’s a tool you need to use right, understanding its risks, benefits and your responsibilities whilst within the program. In this article, we’ll dive into the must-knows and pro tips for nailing your early access launch.
- What you must know about launching in early access
- Common mistakes when launching in early access
- 23 tips to successfully launch your game in early access
- 1. Build a community early
- 2. Gather and manage player feedback effectively
- 3. Focus on player retention
- 4. Be transparent about game development
- 5. Prioritize features wisely
- 6. Set the right price
- 7. Include the right features at launch
- 8. Update frequently
- 9. Manage player expectations
- 10. Choose the right platform(s)
- 11. Prepare an early access timeline
- 12. Promote BEFORE early access
- 13. Conduct private testing before early access
- 14. Launch with a near-complete game
- 15. Reward your testing community
- 16. Run strategic discounts
- 17. Foster a welcoming community
- 18. Set up your online presence early
- 19. Be aware of review timelines
- 20. Use appropriate Steam tags
- 21. Invest in marketing
- 22. Diversify marketing channels, but not too much
- 23. Leverage the power of word-of-mouth
- Conclusion: Sustain momentum post-launch
What you must know about launching in early access
Should you release your game in early access? Is it worth it?
Early access isn’t for everyone, but it can be a fantastic opportunity for many developers. Here’s the scoop:
✅ Early access is worth considering if:
- You want player feedback to polish your game
- You need funding to realize your full vision
- Your game has a solid core but room for expansion
- You’re ready for ongoing community engagement
- You want to understand how the community might react to certain content, features or mechanics before committing to them
❌ But it might not be the best choice if:
- Your game is far from finished
- You’re not prepared for criticism or frequent updates
- Your game relies heavily on surprise elements
- You’re working on a game smaller in scope or is intended to have limited play time
- You don’t have a means or time to communicate with your players
- You don’t have a firm direction for your eventual exit out of Early Access
How long should a game be in early access?
There’s no one-size-fits-all answer, but here are some guidelines:
- Most successful early access games stay in for 6-18 months
- Shorter periods (3-6 months) can work for smaller, more polished games or games that are already almost feature complete
- Longer periods (2+ years) are okay for complex games, but risky
The key is balance. You want enough time to:
- Gather meaningful feedback
- Implement major changes
- Build and engage your community
But staying too long can:
- Exhaust your community
- Make your game feel stagnant
- Create doubt around your product and direction
- Hurt your full release momentum
How should I market my game?
- Start early — Build buzz before you launch. Use social media, dev blogs, influencers and forums.
- Utilize Steam’s new Demo system for vertical slices of your title, which allows players to provide feedback through dedicated forums, leave reviews and grants visibility on Steam’s home page.
- Leverage platforms — Steam’s coming soon page is golden. Use it!
- Show, don’t just tell — Gameplay videos and screenshots are your best friends.
- Engage influencers — Streamers and YouTubers can be game-changers.
- Be active in communities — Reddit, Discord, Steam forums – be where your players are.
- Highlight uniqueness — What makes your game special? Shout it from the rooftops!
- Be transparent — Share your development process. Players love seeing behind the scenes.
- Run promotions — Free weekends or small discounts can boost visibility.
- Update regularly — Each update is a chance to re-engage players and attract new ones.
Can early access hurt my game’s reputation?
Short answer: Yes, it can. But it doesn’t have to.
Early access is a double-edged sword. Used wisely, it can boost your game. Used poorly, it can backfire. Here’s how to avoid the pitfalls:
- Don’t overpromise — Be realistic and honest about what your early access version offers.
- Communicate clearly — Set expectations about bugs, missing features, roadmaps, and if you’re confident in your ability to achieve them, update schedules.
- Be responsive — Address player concerns, reviews and feedback quickly. Show them you’re listening.
- Deliver on promises — If you say you’ll add a feature, do it. Or explain concisely why you can’t.
- Polish what you have — Your early access version should still be fun and playable.
- Keep a consistent vision — Don’t release an early build that doesn’t reflect your ultimate vision of the title upon launch. Players don’t like unexpected u-turns.
- Don’t rush — Launch in early access when your game is ready, not just when you need money.
- Be transparent — Share your development roadmap and stick to it as much as possible.
How many games reach full release?
Let’s get real: not all early access games make it to the finish line. Here’s the details:
- Around 50-60% of early access games on Steam reach full release
- Success rates vary widely depending on the genre and scope of the game
- Smaller, more focused games tend to have higher completion rates
Some games thrive in perpetual early access. Others use it as a stepping stone to full release.
Use the tips we are sharing in this article to make sure your game sees success in early access and reaches full release in the best possible state.
Why do players like early access?
Players hop on the early access train for several reasons.
- Sneak peek — They get to play games before everyone else and be a part of its growth. It’s like a VIP pass to the gaming world.
- Influence — Players love feeling like they’re shaping the game. Their feedback matters and they’ve helped make the game what it is on launch.
- Bargain hunting — Early access games are often cheaper ahead of a later price increase. It’s a win for budget-conscious gamers.
- Community — They get to be part of a growing community from day one.
- Watching growth — It’s exciting to see a game evolve and improve over time.
- Supporting devs — Many players enjoy supporting indie developers directly.
- Unique, evolving experience — Each playthrough can be different as the game updates.
- Bragging rights — They can say “I played it before it was cool.”
But not all players like early access, some won’t ever buy games in early access, usually because they’ve had a bad experience before.
Common mistakes when launching in early access
Even the best developers can stumble.
Here are pitfalls to avoid:
- Launching too early — Your game should be fun, not just functional. If core gameplay isn’t enjoyable and your vision isn’t well realised, players won’t stick around for updates.
- Overpromising — Be realistic about what you can deliver. It’s better to under-promise and over-deliver than the other way around.
- Poor communication — Keep your community in the loop, always. Regular dev blogs, social media updates, sneak peeks and forum interactions are crucial.
- Ignoring feedback — Players want to feel heard. Acknowledge their input, even if you can’t implement every suggestion.
- Inconsistent updates — Set a schedule and stick to it. Whether it’s weekly or monthly, regular updates keep players engaged and show progress.
- Pricing too high — Early adopters expect a discount. They’re taking a risk on an unfinished game, so price accordingly.
- Neglecting marketing — Don’t rely solely on the platform to promote you. Actively market your game through various channels.
- Feature creep — Stay focused on your core vision. It’s tempting to add every feature players request, but this can delay completion.
- Lack of transparency — Be open about challenges and changes. If you need to delay an update or change direction, explain why.
- Treating it as a finished game — Remember, it’s a work in progress. Be open to changes and improvements based on player feedback.
And a bonus mistake: burning out. Early access is a marathon, not a sprint. Pace yourself and take care of your team’s well-being.
The tips below are your best bet in avoiding these mistakes.
23 tips to successfully launch your game in early access
1. Build a community early
Start building your community well before your early access launch: Set up your discord, social media platforms, subreddit, steam forums, etc… ready to populate ahead of your announcement.
A strong, engaged community will be your biggest asset during early access.
They’ll provide feedback, spread the word, and stick with you through development. Don’t wait until launch day to start connecting with potential players.
The earlier you start, the stronger your community will be when you need them most.
2. Gather and manage player feedback effectively
Be prepared to collect and organize player feedback from day one. This input is gold for improving your game.
Set up systems such as Feature Upvote and Discord to track suggestions, bug reports, and general comments.
But remember, not all feedback is equal. Learn to prioritize and filter input to align with your game’s vision.
Respond to players promptly, even if you can’t implement their ideas. This shows you’re listening and keeps your community engaged. Even a small acknowledgement is always better than ignoring until you have the means or time to address concerns.
3. Focus on player retention
In early access, keeping players coming back is crucial.
Regularly update your game with new content, features, or improvements to maintain interest.
Engage your community with events, challenges, or contests, in and out of game.
Be responsive to player concerns and fix critical issues quickly.
Remember, retained players become your most valuable advocates, providing ongoing feedback and spreading positive word-of-mouth. They’re key to sustaining momentum throughout your early access period and beyond.
4. Be transparent about game development
Transparency builds trust and inspires confidence in your players. Share your development roadmap, update it as you achieve milestones, be honest about challenges, and explain your decision-making process.
Regular dev blogs, dev diaries or vlogs can give players insight into your progress. If you don’t have the bandwidth to create videos, even blog style posts shared through your website and the Steam announcements will more than suffice. When things go wrong or plans change, communicate openly.
This honesty will foster goodwill and patience from your community. Players are more understanding of setbacks when they feel included in the journey.
5. Prioritize features wisely
Know how to prioritize features for your early access release and subsequent updates.
Focus on core gameplay elements first, then expand.
Use player feedback to inform your decisions, but don’t lose sight of your original vision.
Balance quick wins (to show progress) with longer-term improvements.
Be prepared to adjust your roadmap based on player reception and development realities. It’s better to nail a few key features than to spread yourself too thin.
Related: Player feedback in early access: How to manage it without getting overwhelmed (7 strategies)
6. Set the right price
The right price is essential for early access success. Generally, price your game lower than the intended full release price.
This rewards early adopters for taking a chance on an unfinished product.
Consider gradual price increases as you add more content and features. Be transparent about your pricing strategy to avoid surprising your community.
Your price sends a message about your game’s value and your confidence in it. Strike a balance between attracting players and valuing your work appropriately.
7. Include the right features at launch
When launching in early access, include enough features to showcase your game’s potential. Your core gameplay loop should be functional and fun.
Avoid features that are half-baked or unstable.
It’s better to have fewer, polished features than many broken ones.
Remember, players should be able to see your game’s promise and be excited about its future development. Use this as an opportunity to showcase what’s coming, instead of what’s missing in your launch build.
8. Update frequently
Push out frequent updates and fixes during early access. Ideally, smaller updates at least monthly and larger updates bi-monthly or quarterly.
Regular updates show active development, keep players engaged, and provide opportunities for feedback.
Aim for a mix of content additions, feature improvements, and bug fixes. Even small updates can maintain community interest.
Communicate your update schedule clearly and stick to it as much as possible. If delays occur, be transparent about the reasons.
An easy win here is regularly releasing “Community Updates”, built around the feedback and suggestions of your players, which will foster goodwill with your community, and make it clear that their feedback is directly contributing to the development of the game.
9. Manage player expectations
Set reasonable expectations during launch and throughout early access.
Clearly communicate what players can expect from your current build and future updates. Be honest about the game’s state and potential issues.
Avoid overpromising features or timelines you can’t deliver.
10. Choose the right platform(s)
While there are several platforms for early access, Steam is often the go-to choice for many developers.
It offers a large user base, robust tools for early access, and good visibility.
However, consider your target audience and game genre when choosing. For example, some games might benefit from platforms like itch.io for more niche audiences or as a testbed for gauging how the audience might respond to your game before moving to Steam and expanding your scope and visibility.
11. Prepare an early access timeline
Provide a roadmap your community can follow.
Outline major milestones, planned features, and (if you’re confident you can accomplish them) tentative release dates. This gives players a sense of direction and something to look forward to.
Be realistic in your projections and leave some flexibility for unexpected challenges or additions based on your feedback and suggestions received .
And finally, update your roadmap regularly based on progress and feedback, make roadmap updates an event your community looks forward to.
12. Promote BEFORE early access
Always promote your game before going into early access. Here’s why and how:
- Build anticipation through social media, dev blogs, and game forums
- Accumulate wishlists on platforms like Steam for better launch visibility
- Create engaging content: trailers, screenshots, and dev diaries
- Participate in game events or showcases
- Start a mailing list for interested players
- Engage with gaming press and influencers
- Organic influencer campaigns can see success and provide a huge boost for your titles visibility, you don’t need to spend huge money on the biggest streamers/YouTubers available. Look to platforms like Keymailer and Lurkit for organizing larger scale organic campaigns.
13. Conduct private testing before early access
Run playtests and release demos before launching in early access.
This allows you to iron out major bugs and balance issues before a wider audience experiences your game.
Private testing helps you gather initial feedback, refine core mechanics, and ensure a smoother early access launch. It also gives you a chance to test your feedback systems and community management processes.
Steam has recently implemented new systems that offer greater visibility for demos and even for users to leave reviews for the demo without impacting your final version, which is an indispensable asset for attaining early feedback and gauging how your audience might respond to your title on launch.
14. Launch with a near-complete game
Your early access game should be pretty complete, with early access serving to help move towards and achieve your full vision and add polish.
The core gameplay loop should be solid and enjoyable. Major features should be in place, even if they need refinement or are very early iterations.
Think of early access as the final stretch, not the starting line.
This approach ensures players have a good experience from day one, leading to better reviews and word-of-mouth.
15. Reward your testing community
Give free copies to your external testing community. These early supporters have already shown interest in your game and can provide valuable feedback. They’re also likely to become advocates for your game.
Consider offering them early access keys, exclusive in-game items, behind-the-scenes content, or special recognition in credits.
16. Run strategic discounts
Use discounts wisely during early access. If possible, set a small launch discount and try not to discount further than that during the first year of Early Access.
Occasional sales can boost player numbers and visibility, especially during major updates or Steam events.
While discounts can attract new players, your core supporters who paid full price should feel their early investment was worthwhile. Balance attracting new players with respecting your existing community.
17. Foster a welcoming community
Your game’s community should be welcoming to newcomers.
Set the tone yourself by being friendly and responsive. Encourage veteran players to help newbies.
Create clear community guidelines that promote positive interactions. Consider implementing in-game systems that encourage cooperation and friendly competition.
Regularly highlight positive community contributions. A welcoming community not only retains players but also attracts new ones through positive word-of-mouth.
18. Set up your online presence early
Put up a website and Steam page, steam forums, Discord and Social Media as soon as you can, way before early access (even if you have nothing to populate them with yet).
This gives potential players a place to learn about your game and follow its development. Use these platforms to share updates, screenshots, and videos.
A well-designed website and Steam page can significantly boost your game’s credibility and attract wishlists.
Finally, include an email signup for a newsletter to build a direct line to interested players.
19. Be aware of review timelines
Understand the review process for your chosen platform.
On Steam, for example, there’s a review period before your game goes live. Plan your launch date accordingly, allowing time for potential issues.
And be prepared to quickly address any last-minute concerns from the platform. Also, consider the timing of player reviews.
20. Use appropriate Steam tags
If you use Steam, make sure to use the right tags for your game.
Tags help potential players find your game and set appropriate expectations. Use tags that accurately describe your game’s genre, themes, and key features.
Don’t forget to include “Early Access” as one of your tags to clearly communicate your game’s status.
21. Invest in marketing
Don’t skimp on marketing for your early access game.
While word-of-mouth is powerful, it’s rarely enough on its own. Invest time and resources in:
- Social media campaigns
- Reaching out to streamers and press
- Creating engaging trailers and screenshots
- Dev blogs and regular updates
- Community events and contests
- Paid advertising (if budget allows)
- Participating in game showcases or festivals
- Paid influencer campaigns
22. Diversify marketing channels, but not too much
Spread your marketing efforts across multiple channels, but don’t stretch yourself too thin.
Focus on platforms where your target audience is most active. This might include specific social media sites, gaming forums, or streaming platforms.
Tailor your content to each channel’s strengths. For example, use Twitter for quick updates, YouTube for in-depth dev logs, Facebook for simple static assets and TikTok for short, engaging clips.
Analyze which channels perform best and adjust your strategy accordingly.
23. Leverage the power of word-of-mouth
Encourage and facilitate word-of-mouth marketing among your players.
Make it easy for them to share their experiences by incorporating features like screenshot modes, replay systems, or easy sharing options.
Engage with and highlight community content creators.
Also, consider implementing referral bonuses or rewards for players who bring in new users.
Conclusion: Sustain momentum post-launch
With all those tips, you will have a successful early access and be on your way to a good full release.
The path from early access to full release looks like this:
- Add new content regularly
- Keep your roadmap visible and updated
- Polish existing content based on player feedback
- Celebrate milestones and share success stories
- Run events or contests between major updates
- Continue marketing efforts across chosen channels
- Monitor and respond to player reviews
- Plan and announce your path to full release