Launch guideGames
How to launch a browser game
Browser games have portals instead of app stores. itch.io lets you upload today and keep control; web game portals like CrazyGames and Poki bring large audiences but set technical and performance bars. A common path is itch.io first for feedback, then a portal once the game's retention holds up.
Updated · platform facts checked against the official docs linked below
At a glance
Where people find browser games
- itch.io: Indie players and game jams; you control pricing and the page.
- CrazyGames: A web game portal with a staged launch based on player metrics.
- Poki: A web game portal with developer support after you apply.
- Game jams: Jams on itch.io give a deadline, an audience and feedback.
- Game dev communities: Subreddits and Discords for indie and web games.
Assets to prepare
| Asset | Spec or guidance |
|---|---|
| HTML5 build | A ZIP with index.html at the root, relative paths, HTTPS-only external requests.[1] |
| Game page | Cover image, GIF of gameplay, controls, screenshots. |
| Mobile check | Mark "Mobile Friendly" on itch.io only if it works in mobile browsers.[1] |
| Portal SDK integration | CrazyGames' full launch requires its SDK and full QA.[2] |
Store and listing rules
What the platform itself says, with a link to the page we checked.
- itch.io: max 1,000 files, 500 MB uncompressed, 200 MB per file, 240-character paths; filenames are case-sensitive; ZIP only.[1]
- CrazyGames: Basic Launch needs only basic implementation and QA and runs 7–21 days with at least 500 plays; Full Launch depends on playtime, conversion to gameplay and retention, and enables monetization.[2]
A 4-week launch timeline
Week 1 · four weeks out
- Make the first 30 seconds fun; that's where portals measure you.
- Build and test the HTML5 ZIP locally with relative paths.
- Upload to itch.io as a draft.
Week 2 · three weeks out
- Share with ten players and watch where they quit.
- Fix the tutorial and first level.
- Record a gameplay GIF.
Week 3 · two weeks out
- Publish on itch.io.
- Enter a game jam or post a devlog.
- Apply to Poki or submit to CrazyGames' Basic Launch.
Week 4 · launch week
- Watch playtime and retention.
- Integrate the portal SDK if moving to a full launch.
- Plan an update for returning players.
Launch-day checklist
- Post the GIF in game dev and player communities.
- Publish a devlog on itch.io.
- Add the game's site to LaunchRanked.
- Watch browser errors from real players.
After launch: SEO steps
Launch boards reset; search pages don't. These steps keep people finding you after launch week.
- Give the game a page on your own site with a playable embed, controls and FAQs.
- Target "{genre} browser game" and "play {game type} online" searches.
- Publish devlogs as articles.
Common mistakes
- Absolute paths that break once uploaded.
- Marking a game mobile-friendly when it isn't.
- Submitting to portals before the first minute is polished.
Templates for this launch
- Launch thread for XA copy-paste launch thread for X: hook, problem, demo, how it works, proof, offer and ask, with a filled example and the 280-character rule.
- Reddit launch postA Reddit launch post template written as a story, not an ad, plus a checklist for subreddit self-promotion rules so your post isn't removed.
- Release notesRelease notes for a notable launch or version: what's new, why it matters, how to use it, upgrade steps and known issues, with a filled example.
- Post-launch retroA post-launch retrospective: goals vs results, channel by channel, what worked, what didn't, surprises and next steps, with a filled example.
FAQ
How do I upload a browser game to itch.io?
Upload a ZIP with index.html at the root, choose HTML as the kind of project, and set embed options. Limits: 1,000 files, 500 MB total, 200 MB per file.
How does CrazyGames' launch process work?
A Basic Launch with basic implementation runs 7–21 days and needs 500+ plays. Full Launch depends on playtime, conversion and retention, and requires the SDK.
Should I launch on itch.io or a portal first?
Many developers use itch.io for early feedback, then move to portals once retention is good.
Do browser games get search traffic?
A page on your own site with a playable embed can rank for genre and "play online" searches.
Sources
Checked . Platforms change their rules; open the source before you rely on a number.
Related launch guides
- How to launch a mobile gameLaunch a mobile game on iOS and Google Play: pre-registration, TestFlight, store assets, preview videos, soft launches and communities that find new games.
- How to launch a Discord botDiscord bot launch guide: verification before 100 servers, privileged intents at 10,000 users, App Directory, bot lists and growing through servers.
- How to launch an open-source projectLaunch an open-source project: README and repo setup, GitHub topics and social preview, Show HN rules, awesome lists, and docs that rank on Google.