Soft Launch

Releasing an app or game in a few test markets to tune retention, monetization and acquisition costs before a global launch.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A soft launch is releasing an app or game in a limited number of test markets before a global launch. Developers use the period to tune retention, monetization, and user acquisition costs with real players. Data from the soft launch shows whether the product's economics justify a full release and larger marketing spend.