Release Schedules: How Often is Too Often?

I don’t know the answer to this question. Indeed, I’m not sure there is one.

But that doesn’t mean it’s not an important question.

Myself and my accomplices are currently doing our third product launch in the last year (precisely one year after the first in fact) and we’ve had a few friends tell us that we’re going too fast. On the other side we’ve got the Tories busily telling us that we’re scroungers and skivers because we’re not going faster.

So, is three launches in a year too much? My current favourite game is Atlas Games Ars Magica, and they release three to four books a year. But they also have a far bigger market, and most customers (myself included) only buy a small proportion of the products they bring out.

What I can say for sure is that, at present, I’m not going fast enough to live on my earnings*. Maybe that’s a sign that I’m pursuing the wrong path, but I prefer to believe that I just need to keep on picking up speed.

*And my rate of posting here is simply abysmal…

How often do you prefer to see new releases? What factors are involved in deciding when enough is too much?