While experimentation benefits firms’ product development processes, there is considerable heterogeneity in their ability to capture these benefits. In this study, we explore such heterogeneity by focusing on a novel dimension of experimentation – the timing of product changes. Using data on Early Access (EA) games in the video game industry, our research shows that incorporating experimentation into the product development process enhances product performance. Moreover, our findings underscore the benefits of a more extended experimentation phase, as well as strategic management of three critical timing aspects of product changes in that phase: frequency, temporal clustering, and desynchronization with major competitors. This study contributes to a richer understanding of learning from experimentation, emphasizing how variations in the timing of product changes during experimentation enhance product performance. Additionally, we add to literature on product development by unveiling product change strategies to proactively cope with market uncertainties in the digital economy.
