Newzoo Study Reveals Six Months as Ideal Early Access Duration for Games

In today’s gaming landscape, many developers use Early Access as a way to test gameplay and gather feedback before an official launch. But how long should that period last? According to the Global Games Market Report 2025 by research firm Newzoo, the sweet spot is around six months. Extending Early Access too long risks losing momentum and can negatively affect sales after full release.

Newzoo analyzed data from games that entered Early Access between January 2021 and December 2024 and later launched their full versions within the same timeframe. The study covered 37 countries excluding China and India, focusing on the number of new players during the first three months after official release.

The findings show that most games struggle to attract more new players post-launch compared to their initial Early Access surge. However, titles that stayed in Early Access for four to nine months performed significantly better, with clear growth in new player numbers at full release. Based on this trend, Newzoo concludes that about six months is the optimal Early Access period for studios aiming to capture strong day-one momentum with fresh audiences.

The report also highlights that games able to hit this timeline typically start with a solid foundation in Early Access, allowing developers to use player feedback effectively for final adjustments before launch. This balance between development time and community input helps maintain excitement and ensures stronger commercial results once the full version goes live.