Roblox game launch checklist: from preparation to 100 CCU

Six launch stages

1. T−7: promise and core loop. Name the player action and differentiator. Test joins, phones, persistence, rewards and rollback. Match images to gameplay. Preparation.
2. T−3: small soft launch. Invite relevant unfamiliar players, observe the largest drop-off and allow D1 to mature. Match sample size to the question and budget. Practical tactics.
3. Day 0: access and measurement. Check Beta: Home recommendations are excluded in this mode. Record the build, time, sources and risk limit in MARPLA. Launch modes.
4. Days 3–7: one advertising question. Record the audience, creative and total limit. Evaluate plays and cohort quality alongside clicks. Settings and budget.
5. Days 7–10: creators and an event. Offer a strong playable moment and creative freedom. Use a separate Roblox share link for each channel. Measurable external traffic.
6. Days 10–14: return and one improvement. Compare mature cohorts from matching sources, devices and countries. Fix one obstacle and schedule the next review. Source analysis.

What to stop immediately and what to investigate

Data loss, missing purchased rewards or widespread join failure → stop acquisition and restore a stable build. Spending limit reached → pause before a new decision. Immature D7 or delayed reporting → wait; do not enter zero. Blended D1 fell after ads → inspect sources and countries separately.

Advertising does not itself penalize organic Home. Experience-based D1/CTR targets can guide your own test; compare them with your history and similar games. D7 of 15–20% is not an admission requirement. Using targets.

Client decision card

Game and build: ___ · CCU goal and period: ___ · spending limit: ___ · source / device / country: ___ · metric maturity date: ___ · stop condition: ___ · decision and owner: ___.

Open the A4 printable version. Read the full guide for reasons and examples, and use the MARPLA milestone instructions to record the launch.

Primary sources

• Roblox — Discovery: signals, audiences, and content requirements
• Roblox — Discovery FAQ: ads, new games, and evaluation windows
• Roblox staff — Experience Beta: exclusion from recommendations
• Roblox — Ads Manager: current objectives, settings, and reports
• Roblox — Analytics: comparison with similar games