How to Adjust Your Game's Release Date to Dodge a Blockbuster Launch

Introduction

When a massive title like Yacht Club Games' Mina the Hollower drops, smaller games in the same genre often face a tough choice: move your release date or risk being overshadowed. This exact scenario recently played out when Borbware shifted Emuurom from May 29 to May 25, and Devolver Digital postponed Dark Scrolls from May 28 to June 22—all to avoid launching head-to-head with Mina. This guide walks you through the strategic steps to reschedule your indie game's launch, using real-world examples so you can make the best call for your project.

What You Need

• Release calendar data – Upcoming major game launch dates (especially from studios like Yacht Club Games, Nintendo, or AAA publishers).
• Market analytics – Sales trends for your genre (platformers, action-adventure, etc.) during different months.
• Community feedback channels – Social media, Discord, or Steam forums to gauge audience overlap.
• A flexible production timeline – Make sure your team can accommodate an earlier or later launch without crunch.
• Communication tools – Video/audio recording software (like OBS) and editing tools to announce the date change.
• Proof of completed milestones – A stable build or certification from platform holders (Steam, GOG, etc.) for the new date.

Step-by-Step Guide

Step 1: Identify the Competing Title

First, monitor upcoming releases from popular studios. For example, Yacht Club Games (creators of Shovel Knight) announced Mina the Hollower for May 29. Use tools like SteamDB, IGN release calendars, or developer blogs to spot potential conflicts. Focus on games that share your genre or target audience – a platformer rivalry matters more than a mismatched genre. Learn what data you’ll need here.

Step 2: Analyze Audience Overlap

Assess how many of your potential players overlap with the competing game’s fanbase. Check review scores and wishlist numbers on platforms like Steam. Shovel Knight has nearly 10,000 “Overwhelmingly Positive” reviews – a clear sign its successor will command significant attention. If your game is also a pixel-art platformer, the overlap is high. Survey your community on social media: “Would you buy both games on the same day?” If the answer is hesitation, consider moving.

Step 3: Decide Direction – Push Forward or Delay

Two strategies emerged from the Mina situation: earlier (Borbware) or later (Devolver).

• Move earlier if your game is complete and you can launch at least 4–5 days before the competitor. Borbware pushed Emuurom to May 25 – four days before Mina – to capture early sales and reviews.
• Delay if you need more polish or if the competitor’s hype is overwhelming. Devolver moved Dark Scrolls three weeks later to June 22, giving players time to finish Mina and then pick up Dark Scrolls.

Consider your team’s capacity and platform certification deadlines.

Step 4: Check Platform and Retailer Constraints

Before announcing, verify that your new date is viable with Steam, GOG, Nintendo eShop, etc. Some stores require a minimum notice period (often 2–4 weeks for major updates). Also coordinate with physical distributors if applicable. Borbware likely secured a new Steam build submission in time; Devolver had to push back to June to fit certification queues.

Step 5: Craft a Transparent Announcement

Use a direct, honest tone. The original article shows two examples: Borbware posted a YouTube video stating “We have no other choice but to change the launch date.” Devolver’s video added humor: “We’re going to be a little bit busy playing Mina the Hollower … I already requested it off from work.” Your announcement should:

• Explain the reason (competitor’s launch).
• Specify the new date.
• Express excitement for both games.
• Apologize for any inconvenience.

Record a short video (under 2 minutes) or write a blog post. Include the announcement date and any pre-order adjustments. See tips for messaging below.

Step 6: Update All Storefronts and Marketing Materials

After the announcement, change the release date on your Steam page, website, press releases, and social media bios. Update any “Coming Soon” ESRB or PEGI listings. Borbware likely updated their Steam page to show May 25 within hours. Also notify press contacts and influencers who have preview builds.

Step 7: Monitor Reaction and Adjust Marketing Strategy

Watch for community feedback. If fans are disappointed but understanding, redirect marketing to highlight your game’s unique features that the competitor lacks. For example, Emuurom might emphasize its roguelite elements vs. Mina’s action-adventure style. Devolver used the delay to build anticipation with new trailers. Keep an eye on your wishlist numbers – a date change can cause a temporary dip or spike.

Tips for a Successful Date Shift

• Communicate early. Announcing a change just 4–5 days before original launch is tight; give your audience at least 2 weeks notice.
• Use humor when appropriate. Devolver’s joke about requesting time off made the announcement feel relatable and honest – it builds goodwill.
• Don’t badmouth the competitor. Frame the move as respect for their game, not fear of it.
• Consider a discount or bonus content for players who pre-order after the date change to soften the disruption.
• Update your roadmap. If you delayed, use the extra time to polish – but avoid feature creep. Stick to known bugs and performance issues.
• Keep an eye on other late movers. After Borbware and Devolver adjusted, watch if other studios follow. You may need a second shift if the calendar gets crowded.

By following these steps, you can turn a potential disaster into a strategic advantage – just as Borbware and Devolver did. Remember: a well-timed release is sometimes more important than a perfect one. Good luck!