Game Launch Marketing Checklist
What this page covers
Game Launch Marketing Checklist
Use this checklist as a clear reference when planning marketing for a new game launch. It helps you organize activities across your launch timeline and keep key tasks visible for your team and stakeholders.
Use it alongside other game launch playbooks whether you are preparing a soft launch, a global launch, or tightening an existing plan so your marketing, UA, and community work stay in sync.
In brief
- Structure your launch plan across pre-launch, launch, and post-launch so you do not miss critical steps like store assets, UA setup, tracking, and community channels.
- Use this checklist to align marketing, product, and UA teams on timelines, owners, and budgets, and to spot gaps early enough to fix them before you go live.
- Return to the checklist after launch to refine creatives, channels, and messaging based on performance data, player feedback, and platform insights.
What to do
This checklist is a practical companion to your game launch plan. Start by mapping your timeline: what needs to be ready 3–6 months before launch, what must go live during launch week, and what you will optimize in the first 30–90 days after release. Capture the essentials: store page assets and copy, tracking and analytics, user acquisition campaigns, influencer and creator activity, PR beats, and live ops or in-game event plans.
Work through the checklist with your cross-functional team. Assign owners and due dates to each item so marketing, UA, product, and community managers know exactly what they are responsible for. As you move forward, update the checklist to show what is done, what is blocked, and what needs to be re-prioritized.
Over time, this becomes a repeatable framework you can reuse and adapt for soft launches, regional tests, and global releases. You can also pair it with external partners, such as an influencer and performance marketing agency, to connect your internal roadmap with channel strategy, creative production, and UA execution.
What to keep in mind
This checklist is a high-level guide, not a replacement for a detailed go-to-market plan. Every game, genre, and platform has its own requirements, so you should adapt the items to your budget, team size, and launch strategy. A small indie launch may focus on a few core channels and community touchpoints, while a large cross-platform release will need deeper coordination across UA, brand, and live ops.
Treat the checklist as a starting point and layer in your own data, benchmarks, and learnings from previous launches. Some activities may not apply to your game, and others, such as platform-specific featuring opportunities, creator campaigns, or regional programs, will need extra detail and lead time.
Review and update the checklist regularly so it reflects your current priorities rather than a static, one-time document. Use it to capture test results, creative winners, and channel insights so each new launch benefits from what you learned on the last one.