What Devs Should Tell Players When They Plan to Delist a Game: A Communications Checklist

Stop the Surprise Shutdowns: A communications checklist every dev should follow when delisting a game

Hook: Players hate silence. When a game is delisted, confusion over refunds, currency sales, and what “ownership” means fuels backlash — and that damage lasts far longer than the servers. This checklist gives devs a concrete, timeline-driven communications plan (inspired by Amazon’s New World delisting) to preserve player trust and reduce PR fallout.

Why clear delisting communications matter in 2026

In 2026, players expect transparency. Years of high-profile live‑service closures and growing regulatory scrutiny around in‑game purchases mean poor communications can trigger class complaints, regulatory attention, and viral outrage. A well-planned announcement protects revenue still on the table, meets platform rules (Steam, console stores, mobile), and — critically — preserves goodwill for future projects.

Quick context: What happened with New World (and why it matters)

Amazon’s New World was delisted and set to go offline on January 31, 2027, with in‑game currency purchases halted months prior. New World’s public timeline gave players time to plan, but its approach also highlighted common friction points: cutoffs for currency sales, no refunds for certain virtual goods, and questions about access after delisting. Use this as a practical reference — not a one‑size solution.

“In‑game currency such as Marks of Fortune will no longer be available to buy starting July 20, 2026, and refunds will not be offered for Marks of Fortune purchases.” — New World announcement

The communications checklist (high level)

This checklist is organized as a timeline: Pre‑announcement, Announcement Day, Runway (months after announcement and before cutoffs), Cutoffs & Sale Closures, Shutdown Week, and Post‑shutdown. Each phase lists what to say, where to publish it, and who owns the action.

Phase 0 — Pre-announcement (30–90+ days before public news)

• Legal & policies review: Confirm refund obligations, platform contracts, and regional consumer protection laws. Get legal sign‑off on proposed language for refunds and currency policies.
• Internal alignment: Assemble a cross‑functional team: devops, live ops, PR, legal, finance, community, and product. Define a single decision owner for external messaging.
• Data capture: Run analytics to know where players are active, who has purchased currency or subscriptions recently, and which regions hold the largest outstanding balances.
• Support resourcing: Plan staffing increases for customer support for 30 days post‑announcement (scale using temporary agents or AI assistants or chatbots).
• Prepare comms assets: Draft announcement, FAQ, social templates, in‑game banner copy, support knowledge base articles, and press kit. Include translated assets for major markets.

Phase 1 — Announcement Day (T = 0)

Make one primary announcement and syndicate it everywhere. Consistency is the antidote to rumor.

• Primary channel: Official game site + company blog post that includes timeline, critical dates, and official FAQ. Pin at top and make it crawlable by search engines — follow best practices from SEO audits for landing pages.
• Secondary channels: Steam/console storefronts, social channels (X/Twitter, Discord, Facebook, Instagram), and email to active players and recent purchasers.
• Message pillars:
  • What is happening and exactly when (dates and times in UTC/local).
  • What changes immediately (delisting, no new purchases on storefront).
  • What remains available and for how long (re‑downloads, servers, seasons).
  • Refund policy for currency / items and how players can request support.
  • Where to find more help (FAQ and support link).
• Sample opening line (adapt): We’re winding down active development for [Game]. The storefront will remove [Game] for purchase on [date]. Servers will remain online through [shutdown date]. Here’s what that means for you.
• Press outreach: Send the press kit to key outlets, include an executive quote, and offer interviews. Prepare a single spokesperson and message map. For context on media deals and platform outreach, review case studies of press/platform partnerships.
• Community engagement: Schedule a live AMA (Discord/YouTube) within 72 hours to answer player questions and show openness — plan the stream with vertical video and live-production workflows if you expect large viewership.

Phase 2 — Runway (T+1 day to currency cutoff)

Use this period to surface detailed FAQs, provide migration options, and reduce frantic purchases.

• In‑game banners / popups: Show the shutdown date and currency sales cutoff. Use clear CTAs to the FAQ and support.
• Currency sales cutoff notices: Announce the date when purchases stop (e.g., New World: Marks of Fortune unavailable from July 20, 2026). Explain why you’re halting sales (prevent stranded value; fairness).
• Spending guidance: Offer suggested ways to use remaining currency and transparent math: “If you have X currency, this covers approximately Y bundles.”
• Refund windows: If offering refunds, clearly state the window, eligibility, and the process. If refunds are not offered, explain the rationale and point to alternatives (in‑game events, consumption guidance).
• Support triage workflow: Publish an FAQ with templated responses for support agents. Track common tickets and update the FAQ weekly.

Phase 3 — Cutoffs & sale closures (weeks to months before shutdown)

• Repeat messages: Increase frequency across channels two weeks before any financial cutoff and again 48 hours prior.
• Last‑call promotions — avoid predatory optics: If you allow final purchases, avoid “clearance” psychology. Be explicit that continued purchases may not be refundable and explain why.
• Record builds and assets: Publish a developer statement about archival plans and whether the client will be available for re‑download post‑delisting. Offer steps for players to back up local content (where permissible). If you need to migrate your community or hand the project to third parties, see guidance on migrating communities after platform pivots.
• Third‑party marketplaces: If items trade on secondary markets (including NFTs in Web3 games), clarify whether trading will continue and any planned smart‑contract changes or burns. Coordinate with marketplace partners.

Phase 4 — Shutdown week

• Reminders: Every day of the final week, post concise reminders with exact UTC times for shutdown and post‑shutdown steps.
• Event programming: Plan community sendoff events (live streams, in‑game final missions) to help frame the shutdown positively. See micro-event programming playbooks like micro‑events playbooks for ideas on cadence and promotion.
• Support status page: Publish support hours, expected wait times, and escalation paths for last‑minute refunds or account issues.
• Technical prep: Ensure graceful server shutdown scripts, data export tools, and a rollback plan to keep servers running through the announced end time.

Phase 5 — Post‑shutdown (T+0 to 12 months)

• Permanent FAQ: Keep a canonical doc explaining what ended, where to download any allowed clients, and how data will be handled. Archive the game page but keep it accessible for historical/legal needs.
• Data retention policy: Publish how long player data, chat logs, and purchase receipts will be retained and how to request deletion.
• IP & community options: State whether the IP will be sold, open‑sourced, or offered to the community. If you accept buyout offers, explain the process and timeline.
• Lessons learned comms: Consider a postmortem blog post — what went well, what didn’t. Transparency here rebuilds trust across your portfolio. If your post touches on sensitive topics or creator content strategy, review guidance on covering sensitive topics on streaming platforms.

Player‑facing FAQ template (core items every dev must answer)

Include this FAQ in your announcement and keep it pinned. Tailor answers by region and platform.

• Is the game going offline? Yes/No; provide exact date and time (UTC + local).
• Can I still buy the game? If delisted, clarify whether current owners can re‑download.
• When do in‑game purchases stop? Provide cutoff date and rationale.
• Will I get refunds? State refund policy and link to request form. If refunds are not offered for certain virtual goods, explain legal basis and alternatives.
• Can I transfer items or currency? Explain whether transfers (account/character/item) are possible, including cross‑platform limitations.
• Will my account data be deleted? Give retention period and contact for data deletion requests.
• Who do I contact for help? Provide support URL, expected SLAs, and a link to community support channels. Consider secure channels and alternate notification routes beyond email, per secure mobile channel patterns.

Messaging dos and don’ts

Do

• Lead with dates and financial impacts. Players want to know money and playtime ramifications first.
• Be proactive and repetitive. Silence is the fast track to speculation and anger.
• Use measurable language. Give exact UTC timestamps and clear steps for any next action.
• Offer help, not platitudes. Provide concrete support routes and follow‑up timelines.

Don’t

• Don’t bury refunds or cutoffs in legalese. Put them front and center.
• Avoid surprise policy changes. If you must change refund policy, explain why well in advance and with legal review.
• Don’t promise reinstatement. Be honest about the finality of the shutdown unless you have a contingency plan.

Advanced strategies for Web3 and NFT‑enabled games (2026‑ready)

For NFT games and titles with blockchain components, delisting introduces extra complexity: smart contracts, on‑chain ownership, and regulatory questions about tokens. Use these advanced options to reduce backlash.

• Token bridges or swaps: Offer token swap mechanisms to convert project tokens into a stable alternative or another in‑ecosystem utility token.
• Permissionless access to smart contracts: If you control items via smart contracts, publish clear guides so the community can verify or interact directly after shutdown.
• Escrow or buyback windows: Offer a limited buyback for high‑value items if legally permissible and budgeted.
• Open‑sourcing server code: Consider releasing non‑sensitive server tooling so community servers can continue playing — but ensure you strip proprietary services and consult counsel.
• Preserve on‑chain provenance: If items are NFTs, ensure metadata remains hosted permanently (decentralized storage like IPFS + pinned gateways) and communicate the plan.

Common pitfalls that cause backlash (and how to avoid them)

• Late refunds reversals: Announcing refunds then rescinding leads to social media storms. Get legal/budget sign‑off before committing.
• Mixed messages across channels: Ensure PR and community managers use the same messaging storyboard and Q&A deck.
• Hidden microtransactions: Cutting off purchases without strong guidance can make players feel scammed. Provide clear spending advice and examples.
• Unresponsive support: A spike in tickets is inevitable. Prepare templates, AI assistants, and escalation routes. Consider a security and verification checklist if you expect account recovery requests; teams have also run targeted bug bounty style programs on message channels to surface fraud vectors during shutdowns.

Checklist: Concrete tasks with owners and timelines (copyable)

Below is a compact, copy/paste checklist. Assign an owner for each item and track in your project management tool.

1. Legal sign‑off on announcement copy and refund stance — Owner: Legal — Due: T‑14 days
2. Press kit and executive quote ready — Owner: PR — Due: T‑7 days
3. Support knowledge base and templates live — Owner: Support — Due: T‑3 days
4. In‑game banners and storefront notice scheduled — Owner: Live Ops — Due: T‑2 days
5. AMA scheduled and moderator list confirmed — Owner: Community — Due: T+1 day
6. Currency sales cutoff announced and repeated weekly — Owner: Finance/Product — Ongoing until cutoff
7. Final week communications cadence (daily reminders) — Owner: PR — Due: T‑7 days
8. Shutdown technical runbook validated (dry run) — Owner: DevOps — Due: T‑3 days
9. Postmortem blog draft prepared — Owner: Product — Due: T+30 days

Metrics to track (and report internally)

• Volume of support tickets and average response time.
• Number of refunded purchases and total refunded amount.
• Rate of re‑downloads and peak concurrent players during the runway.
• Social sentiment (NPS change, sentiment analysis of top posts).
• Number of community preservation initiatives (fan servers, offers to buy IP).

Final checklist: what to publish immediately with the announcement

• Official blog post with timeline and direct quote from leadership.
• Comprehensive, searchable FAQ answering refunds, cutoffs, and downloads.
• Support contact form with templated responses and SLA promises.
• In‑game/Storefront banner noting delisting and linking to FAQ.
• Press kit for media and influencers with fact sheet and embargo policy.

Closing: A practical mindset for devs

Delisting is inevitably emotional for players. The single best way to retain trust is to communicate early, clearly, and frequently; to explain financial choices plainly; and to offer concrete help. New World’s public timetable illustrates good practice — announce early, set currency cutoffs months ahead, and keep servers up through the announced date — but every studio must adapt the steps above to its legal and commercial reality.

Actionable takeaways:

• Publish the shutdown date and currency cutoffs together — players care about money first.
• Have a legal‑approved refund stance before the announcement; never pivot publicly without explanation.
• Use the runway to coach spending, offer community sendoffs, and prepare support at scale.
• For Web3 games, plan token continuity (bridges, swaps, open metadata) and document it publicly.

Call to action

Need a ready‑to‑use, editable delisting communications template pack (announcement, FAQ, support scripts, and timeline spreadsheet)? Download our 2026 Delisting Communications Kit for dev teams, or email our editorial team examples of delisting messages you’re weighing and we’ll provide feedback on clarity and regulatory risk.

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