So OFC Coalitions releases the day my finals week starts

This isn't as simple as you might expect, actually.

Just a few potential considerations:

• Friday/Weekend launch has more competition relative to other forms of entertainment that launches on Fridays such as movies
• A weekday launch gives you a second boost on the weekend
• Higher competition for advertising (increased CPIs) during weekend
  • Note: I've personally found while you generally higher total revenues on the weekends simply due to numbers (as one would expect), you do get weird conversion spikes during weekdays and often higher ARPU, this is likely because you have different kinds of players playing during the week
• For boxed games, delivery cycles/costs are a factor

There's also a great deal of diversity in how various industries and different regions launch things:

• Europe tends to launch games on Fridays
• US tends to launch games on Tuesdays
• Books are typically Mondays
• Movies are on Fridays
• CDs and DVDs are on Tuesdays
• Music albums are on Tuesday
• League of Legends typically releases new champs on Thursdays
• Apple physical products tend to launch on a Friday, but their software releases are on Wednesdays

These are traditional dates, and publishers and indie developers are trying different things all the time, just as Pox has tried various days in the past.

If there was a universally best day to launch that massively increases revenue, it'd be a "no brainer" but the reality is that it's not so simple.

Of course, for us, the biggest thing is that so we have time to fix the biggest bugs before the weekend. We try very hard not to take the game down when there's a lot of people on the servers (usually weekends). It also means we have the previous weekend as pad days to put any finishing touches/polishes we need to so the launch goes as smoothly as possible.