How to deal with antivirus blocking your build for end users?

AskeDK

When end-users tries to run my game some antivirus software blocks it, some even without notifying. What can I do to avoid this or limit it?

I have looked around and haven't found a good answer. Currently I'm only building for PC, later all bigger platforms. The game is a multiplayer first person shooter and uses Photon for the multiplayer feature.

I wonder if this issue is unique to games which uses network features and that someone within the Photon community have a good fix for it?

Possible solutions:

• - I'm not sure an installer fixes it for enough users, do you know? (Would use Inno Setup)
  
• - I could manually write an ask all the antivirus software products to whitelist my game. But this is very time consuming and especially since it's in beta. Also how could I possibly reach all AVs!?
  
• - I could pay for a certificate, but I've found very diverse oppinions about their effect (http://stackoverflow.com/questions/14375340/my-programs-are-blocked-by-avast-anti-virus )
  

AskeDK

I should mention that I've asked the same question in the Unity forum. But so far, no one have a good solution for it and I figured that it might be related to the implementation of Photon.
Unity post: http://answers.unity3d.com/questions/1133613/how-to-deal-with-antivirus-blocking-your-build-for.html