Release isn't the end, but the moment when a project ceases to belong solely to its creators. Before release, a game can be explained, justified, and refined "in theory."

After release, only one criterion remains—the actual player experience.

Common mistakes during the release phase:

- Incorrect timing

- Unprepared materials (description, trailer, product page)

- Mismatch between expectations and actual experience

- Lack of a post-release support plan

- The "release it and then we'll fix it" mentality is dangerous.

The first contact with players shapes perceptions forever, and platform algorithms don't wait for corrections.

The publisher's role at this stage is to manage risks:

- Ensure that the product lives up to its promise

- Prepare all materials for launch

- Anticipate audience reaction

- Plan post-release support

Release isn't a celebration. It's the moment of accepting responsibility for the result.