Game Development Reference
Figure 8-5: Nitrome Games' current website
Changes to how ads are deployed on your site are also important. “When we first introduced an ad server
rather than manually daisy chain the ads,” says Annal, “we were blown away by the instant change in our rev-
enue, which more than doubled over night.” (In other words, Nitrome went from personally selecting the ads
they planned to run to letting an automated server deliver them.) “Experimenting with the layout of the ads, too,
has led to substantial increases in revenue.”
NOTE Desktop Tower Defense creator Paul Preece also told me he wishes in retrospect that he spent more
time improving the website of the game, rather than improving the pathing system within the game itself.
Another important feature to include on the web is the Facebook widget. “We added a Facebook link to each
page,” Annal tells me, “and found ourselves getting 5,000 new people Liking our page a week, and a video box
meant that we can easily get one million impressions of a video we want users to see now.” Although these
don't generate much revenue for Nitrome at the moment, they can also be leveraged to promote new developer
content, such as some upcoming iPhone projects.
Seek “Force Multipliers” Outside the Game
Military term to ascribe attributes which, in combination, make a combat unit significantly more effective.
Typically a game can gain only so much growth based on its quality; designers also need to consider “force
multipliers” beyond it.
Marketing is an obvious multiplier, but there are a number of others worth considering. Localization in other
languages is one. As noted in Chapter 1, “Market Overview: iOS, Facebook, and the Web,” web games are dis-