The 'ladder' launch strategy focuses on per-unit profitability by maintaining a cost per install (CPI) below the estimated lifetime value (LTV), ensuring sustainable, incremental growth.
The 'trampoline' launch strategy prioritizes rapid scale and market dominance by spending aggressively to reach top download charts, relying on organic install subsidies to offset high initial acquisition costs.
Choosing between launch strategies depends on a developer's specific capital reserves, risk tolerance, and analytical capabilities.
The trampoline approach carries significant financial risk, requiring substantial upfront budgets and the ability to sustain long periods before recouping investments.
Trampoline launches are vulnerable to exogenous risks, such as sudden spikes in advertising costs triggered by competing major releases.
Both launch methodologies require data gathered during a soft launch phase, specifically retention rates and LTV estimates, to inform global scaling decisions.
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