I know about making games. I don’t know crap about how the internet works. I would like to release my game before it’s completely finished and update it as I add more features like Mojang did with Minecraft.
I can think of three ways to do it, off the top of my head:
a) Distribute the bulk of your game as asset bundles that get loaded from your website. I think you’d need Unity Pro.
b) Write a small application to check for a new version on your website before launching.
c) Go the webplayer route in the same way Minecraft does - ensure the player is logged in with a valid registered userid before playing.