Quick answer: Code-sign your releases, submit false positives to AV vendors, distribute through stores with reputation (Steam/itch), and warn players in your FAQ while reports are pending.
Few things kill a launch like Windows Defender eating the download. GameMaker games get hit disproportionately, and there is a real playbook. Here it is.
How to fix it
1. Sign the executable
An EV or standard code-signing certificate (or Azure Trusted Signing) attaches your identity and dramatically reduces heuristic flags — budget it as a launch cost, and sign every build you distribute.
2. Submit to vendor whitelists
Microsoft, Avast, and the majors accept false-positive submissions; send each release's hash — clearance typically lands in days and applies to all their users.
3. Lean on store distribution
Steam and itch downloads inherit distribution reputation that direct website downloads lack — point players there, and keep your direct downloads signed.
4. Monitor the blast radius
Track support contacts and error-report volume per release; a quarantine wave shows up as installs that never produce a first session — early warning to escalate a vendor submission.
Catching the ones you can't reproduce
The hardest version of this to fix is the one you can't reproduce — it only happens on a player's hardware, OS, driver, or save state, under conditions that simply aren't present on your machine. A report that says “it crashed” or “it froze” gives you nothing to act on, so the bug survives release after release while quietly costing you players.
Automatic error capture closes that gap. Each failure arrives with its full stack trace, the device and OS, the build number, and a breadcrumb trail of what the player did right before it broke, so even a failure you have never seen becomes a specific, reproducible issue. Fold identical failures into one signature ranked by how many players each hits, and your worklist sorts itself worst-first instead of arriving as a stream of vague complaints.
This is where a tool like Bugnet earns its place. Its SDK captures every GameMaker error automatically with the full stack trace plus device, OS, memory, build, and game-state context, folds duplicates into one grouped issue with an occurrence count, and ties each to the build it first appeared on — so you fix the problem that hurts the most players first and confirm it is gone when its signature disappears from the next release.
Reproduce it once with full context and the fix writes itself. The hunt is the expensive part.