Or...
Step 1: "Release" game in "beta"
Step 2: Give hard-core fans their game while getting a extra for those that think there's getting something not many others are getting
Step 3: Casually leave it in beta for a while...you know, to work out the bugs.
Step 4: Sit back for ~3 month break while making 20% more money
Step 5: "Release" game, making sure they know it's now at a lowered price (but the sale will end soon, so hurry up!)
Step 6:
Profit?