The Launch Checklist Nobody Gives You

Most UE5 tutorials stop at "your game is done." But the gap between "feature complete" and "successfully launched on Steam" is where indie games succeed or fail. This checklist covers every step, with timing guidance and common pitfalls.

Phase 1: Pre-Production (6-12 Months Before Launch)

Steam Store Page

Create your Steam store page as early as possible. This is your wishlisting machine.

• App ID: Register on Steamworks, pay the $100 fee, create your app
• Store page assets:
  • Capsule images: 460x215, 231x87, 616x353, 374x448, 600x900
  • Header image: 460x215
  • Screenshots: Minimum 5, aim for 8-10 (1920x1080 minimum)
  • Trailer: 60-90 seconds, show gameplay first, story second
• Description: Write compelling short and long descriptions
  • Lead with what makes your game unique
  • Include clear feature bullets
  • Show don't tell — screenshots and GIFs inline
• Tags: Apply relevant Steam tags (up to 20)
• System requirements: Set realistic minimum and recommended specs
• Coming Soon: Set the page to "Coming Soon" to begin collecting wishlists

Wishlisting Strategy

Wishlists are the lifeblood of indie launches. More wishlists = better launch visibility = more sales.

Rules of thumb:

• 10,000 wishlists at launch → modest success
• 30,000 wishlists → strong launch week
• 100,000+ wishlists → potential breakout hit

Wishlist conversion rate is typically 15-20% in the first week.

How to build wishlists:

• Social media presence (Twitter/X, TikTok, Reddit)
• Devlog videos on YouTube
• Steam Next Fest demo (this is the biggest wishlist event)
• Press outreach to indie-focused outlets
• Community building on Discord
• Cross-promotion with other indie developers

Phase 2: Production (3-6 Months Before Launch)

Build Configuration

• Shipping build: Switch from Development to Shipping configuration
• Pak file encryption: Enable if your content needs protection
• Cooking settings: Verify all content cooks without errors
• Startup map: Set the correct default map in Project Settings
• Loading screen: Implement a loading screen (players see black screens as crashes)
• Crash reporter: Integrate crash reporting (Sentry, BugSplat, or UE5's built-in)

Platform Requirements

• Steam Overlay: Verify it works (achievements, screenshots, friends)
• Cloud saves: Implement Steam Cloud for save data
• Achievements: Set up Steam achievements (20-30 is a good number)
• Trading cards: Optional but adds perceived value
• Rich Presence: Show game status in friends list
• Controller support: Full controller support earns the "Full Controller Support" tag
• Steam Deck: Test and optimize for Deck compatibility (see our Steam Deck guide)

Accessibility

Accessibility is no longer optional. Players expect it, reviewers check for it, and platforms increasingly require it.

Minimum accessibility requirements:

• Subtitles: All dialogue with speaker names, size options
• Colorblind modes: Deuteranopia, protanopia, tritanopia options
• Remappable controls: All inputs rebindable
• Font scaling: UI text scale slider
• Screen reader support: Menu narration for visually impaired players
• Difficulty options: Multiple difficulty levels or assist modes
• Motion sensitivity: Option to reduce camera shake, motion blur, screen effects
• Photosensitivity: No rapid flashing without warnings and toggle options

Localization

At minimum, localize into these languages for maximum market coverage:

• English (base)
• Simplified Chinese (huge Steam market)
• Japanese
• Korean
• German
• French
• Spanish (Latin American)
• Brazilian Portuguese
• Russian

UI and menu localization is essential. Full dialogue localization can come post-launch if budget is limited.

Phase 3: Pre-Launch (1-3 Months Before Launch)

Steam Next Fest Demo

If your game has a demo, participate in Steam Next Fest:

• Demo build: Separate from the main game, 15-30 minutes of content
• Demo store page: Set up the demo as a separate app linked to your main game
• Demo feedback: Include an in-game feedback mechanism
• Stream during the fest: Livestream development during Next Fest for visibility

QA Pass

• Full playthrough: Play the entire game start to finish, twice
• Edge cases: Test saving mid-cutscene, alt-tabbing, minimizing, resolution changes
• Fresh install: Test on a clean machine (not your dev environment)
• Minimum spec: Test on hardware matching your minimum requirements
• Memory testing: Play for 2+ hours continuously checking for memory leaks
• Crash testing: Rapidly perform unusual actions to find crash bugs
• Steam Playtest: Run a public playtest for real player feedback

Marketing Ramp-Up

• Press kit: Screenshots, logos, factsheet, trailer on a presskit page
• Review keys: Prepare Steam keys for press and influencers
• Outreach list: 50-100 YouTubers, streamers, and journalists who cover your genre
• Social cadence: 3-5 posts per week showing game content
• Launch trailer: Separate from your reveal trailer — show final quality, end with release date and wishlist CTA

Phase 4: Launch Week

The Day Before

• Release build uploaded: Final build on Steam with all depots configured
• Set release time: 10am Pacific (1pm Eastern, 6pm GMT) is the standard
• Verify store page: All assets, descriptions, and pricing are correct
• Launch discount: 10-15% launch week discount is standard and expected
• Announcement post: Draft your launch announcement for Steam and social media

Launch Day

• Hit the button: Release on time
• Monitor forums: First-hour feedback catches critical issues
• Hotfix ready: Have your build pipeline ready for emergency patches
• Social media blitz: Post across all channels
• Thank your community: Acknowledge early supporters and wishlisted players

Launch Week

• Daily check-ins: Monitor reviews, forums, and crash reports
• Respond to feedback: Reply to negative reviews constructively
• Patch critical bugs: Ship a day-1 or day-2 patch if needed
• Press follow-up: Send launch announcements to press contacts who received keys
• Sales tracking: Monitor units, revenue, and refund rate daily

Phase 5: Post-Launch

First Month

• Stability patches: Fix any remaining crashes and critical bugs
• Quality of life: Address top player requests from reviews
• Community management: Stay active in your Discord and Steam forums
• Post-mortem: Write an internal document on what went well and what didn't

Ongoing

• Content updates: Plan seasonal or milestone content updates
• Steam Sales: Participate in seasonal Steam sales (Summer, Autumn, Winter, Spring)
• Platform expansion: Consider console ports if PC launch was successful
• DLC planning: If the game supports expansion content

Common Launch Mistakes

Launching Without Enough Wishlists

If you have fewer than 5,000 wishlists, delay your launch and invest in marketing. A premature launch with low visibility wastes your "new release" window.

Setting the Wrong Price

Research comparable games in your genre. Most indie games are overpriced or underpriced:

• 1-2 hour experience: $5-10
• 5-10 hour experience: $10-20
• 20+ hour experience: $15-30
• 50+ hour experience: $20-40

Ignoring Negative Reviews

Early negative reviews tank your visibility. If they mention bugs, fix them. If they mention missing features, communicate your plans. Always respond respectfully — potential buyers read developer responses.

No Launch Discount

Players have been trained to expect a launch discount. 10% is standard. Without it, many will wishlist and wait for the first sale instead of buying at launch.

Launching Against AAA Titles

Check the release calendar. Don't launch the same week as a major AAA game in your genre. Your visibility will be crushed.

The Timeline Summary

Launching a game is a project in itself. Give it the same planning and effort you gave the development. A great game with a bad launch is a tragedy you can avoid with preparation.