Indie Exposure: Making the most of your USP

The articles in this series are featured as guest posts on GamesBrief: The Business of Games

In my previous article I discussed how and why exposure is the major issue facing independent developers. In the next few articles I want to talk about some of the key ways I feel this can be overcome, drawing on my own experience with the Greedy Bankers games on iPhone and iPad.

It can be very easy to see marketing and game development as separate disciplines - that creating an awesome game and drawing in new players are separate tasks requiring separate sets of skills. The reality is that designing your game to be marketable is a key part of development. It's up to you as a designer to identify, develop and promote your unique selling point.

Introducing Greedy Bankers: Bailout!

Today marks the birthday of Greedy Bankers on the iPhone: it went live in the App Store exactly one year ago. It's been an exciting year, with big updates, the iPad sequel, Greedy Bankers vs The World, and the game being exhibited live at Eurogamer Expo, GameCity Nottingham, the Guardian Gamesblog social at BAFTA, and the GEEK Expo in Kent just last week.

Of course, Greedy Bankers is an ongoing project, and I'm certainly not finished with it. There's a brand new entry in the series heading to the iPhone very soon... Greedy Bankers: Bailout!

Indie Exposure: Why's it so hard?

This article was featured as a guest post on Games Brief - the Business of Games

Last Friday I was at the incredible Bit of Alright, David Hayward's smorgasbord of indie delights, giving a talk about Indie Exposure. Self-publishing the Greedy Bankers games has taught me a lot of lessons, not least just how much time, energy and creative thinking I've needed to devote to PR and marketing. The problem I've had, particularly with the original iPhone release, is that while it's had a very positive response from those who have played it, getting into the hands of players has been a massive challenge.

In the next few blog posts I plan to discuss the issues involved: why it's so tough to get exposure for indie and mobile games, and my strategies for getting that coveted exposure. So without further ado, let's look at where these difficulties are coming from.

Growing Competition

There are increasingly many developers launching games into the indie space. The rise of free-to-access marketplaces with limited gatekeeping - the iOS and Android app stores, the web and portals such as Kongregate and Facebook - mean that it's never been easier to release a game. In fact, without this I probably wouldn't have been able to operate as a one-man studio at all.

Greedy Bankers at GameCity Nottingham

October 26th to 29th saw Nottingham invaded by games and gamers, for one of the most varied and quirky games events in the UK calendar. There were talks from industry veterans including Naughty Dog's Richard Lemarchand (also a kickass DJ, but more on that later), 100-player laser-pen projector games, stirring breakfast discussions hosted by the Guardian's Keith Stuart, and, of course, a smorgasbord of indie games to try out on the show floor.

And the Greedy Bankers were there to join in!

Greedy Bankers vs the City of Nottingham

I have to say, demoing the game at Eurogamer Expo has really given me a thirst for more public events. The game does really seem to suit it, and battling a friend over a shared iPad can be a memorable shared experience.

The audience was much different to what I was used to from previous demo sessions, as there were a lot of families there, which made a nice change. One kid (pictured) was particularly good at the game and kept on coming back. He wanted to challenge everyone, and usually won! He even gave me a run for my money - I beat him after two very close rounds and only $500 in it in the end. Normally I'd go easy on a new player, but my pride was at stake!

Tap! Magazine App of the Week!

The wonderful Tap! Magazine selected Greedy Bankers vs The World as their App of the Week.

It's my birthday today, so this is quite a nice present! I've included a screenshot below to preserve this lovely surprise.

“An excellent update to what was already a fine match game — recommended even if you own the original,” said Tap! Magazine, and gave it 4 stars.

"[The multiplayer mode] propels Greedy Bankers to the top of the iPad match-game heap. Let’s hope the dev doesn’t blow the cash on subprime credit."

I'll try not to!



Thanks very much, Tap! Incidentally, Tap! Magazine is well worth a read. There's an iPad-specific version which makes intelligent use of the interface, and it's full of well-written recommendations of apps, games and peripherals. Check it out!

Version 1.1 out now, adds Colour-blind Support

I recently submitted the first update for Greedy Bankers vs The World, which became available in the App Store this morning. The new update adds:

• Colourblind support - an alternative viewing mode can be toggled on in the pause menu to add symbols to the gems so that colourblind players can enjoy the game.
• "Crisis" difficulty level, which is unlockable after beating Story Mode on "Hard"
• Tutorial video - a quick how-to-play video to introduce the core mechanics, also viewable on Youtube here

As always, let me know your feedback! I'm particularly interested to hear how successful the colourblind support is, and if you have any suggestions on how to improve it do let me know.

More reviews and interviews!

It's been so exciting seeing the reviews, interviews and articles for Greedy Bankers vs The World popping up in the past few weeks. So here's a few more!

Bits 'n' Bytes Gaming said the game "will have you screaming at the top of your voice with gleeful frustration." They also selected it for their "Recommended" section - thanks!

A very positive review from Square-Go called it "a great achievement on the iPad... uses that large screen size to its advantage," and also awarded the game a wonderful 4 stars.

I was interviewed for the MediaPulp podcast, episode 21, which was tremendous fun. I talk from about 27 minutes in, for a good 15-minute segment. Check it out!

And finally, here's a great interview from Arhn.eu - hope you enjoy seeing the game in action!

Greedy Bankers vs The World launches tonight!

Update: Out now worldwide!

Here it is! Greedy Bankers vs The World has been approved by the App Store and is now ready to launch midnight tonight!

But there's more! The game has been selected for the Eurogamer Indie Game Arcade 2011, and will be on display from Thursday to Sunday this week in Earl's Court, London. I will be there to show you the game and talk to you about its development, so please do come along!

From midnight tonight (whatever time zone you're in), Greedy Bankers vs The World can be bought from this link

I can't wait to hear your thoughts, and I look forward to meeting some of you at the Expo!

A new challenger bursts in! Latest drawings of the new bankers!

With Greedy Bankers vs The World for iPad, I've been keen to extend the cast of bankers and add a bunch of new characters. Much like in arcade classics Puyo Puyo and Dr Robotnik's Mean Bean Machine, these new characters will act as a gauntlet of opponents, right up to a final boss fight!

The characters will also be unlockable and selectable as player-characters in Versus Mode. So without further ado, let's take a look at some of the latest images!

Announcement: Greedy Bankers vs. The World for iPad

Following the success of Greedy Bankers for iPhone, I am now developing a version of the game for the iPad. The new game is due out this summer, and I hope to have it ready for submission to the App Store by the end of July.

Multiplayer is a key feature of the new game, pitting aspiring financiers head-to-head in a battle to secure market dominance! Stealing, cheating and underhand tactics are the order of the day as, after all, Greedy Bankers is quite literally the name of the game!

Greedy Bankers vs The World retains the simplicity and accessibility of its iPhone predecessor, with the added enjoyment of tricking your friends, and them tricking you right back!

Meanwhile, fans of competitive puzzlers such as Puyo Puyo and Puzzle Fighter will find a strong strategic core in a competitive puzzler designed solely for iPad.

How do I play Greedy Bankers multiplayer?

Two players share the iPad screen, with the game board split into two sides. Cash in gems on your side to add to your total, and drop rubble on your opponents. But watch out - some rubble contains power-ups, so you need to take advantage of your lead before your opponent bounces back!

Players are free to steal gems from across the board and cash them in on their own side, and there is no penalty for stealing. You can even set traps for your friends, turning their hard-earned gems into rubble, or blowing them up with bombs. Whether or not you play fair is entirely up to you!

You can choose to play at opposite sides of the board, or side by side, and stealing across the board can be disabled, if you're in the mood for a more civilised game. In fact, many of the game rules will be customisable, to make sure the game rules suit you and your friends the best.

What stage of development are you in?

I'm currently working on balancing the game, finding the optimum feature-set for the game, and optimising the display to make it as clear and punchy as possible. I also have some other big features which are being implemented, the details of which I will announce in the coming weeks. Suffice to say, once you've beaten all your friends, you'll still have a legion of opponents ready to battle you.

When can I play Greedy Bankers vs. The World?

I'm taking the game on tour during development, to build feedback and watch players interact with the game. This weekend, I will be at University of Warwick for the Warwick Game Design 48 Hour Competition. In July, I'll be taking the game to TIGJam UK 5 in Cambridge, and the Develop Conference. Perhaps I will see you there!

If you're interested in beta testing, comment below and I'll get in touch. I expect to have a beta ready for testing in July, and it would be awesome to have you on board!

Video: iPad Bankers AI demo

I've been working on the AI algorithm for Greedy Bankers iPad over the past week, and this is how it's looking so far. It's very early stages, but I've very pleased with how it's taking shape! The iPad version of the game will include local multiplayer, and a story mode against computer opponents. I'll be keeping you posted with more details as the game develops!

Greedy Bankers: Reviews Roundup

A roundup of some of the reviews that Greedy Bankers has had so far:

‎"Guaranteed to keep you coming back for more (and more and more!)"
iFanzine, 19 April 2011

"Great gameplay with an addictive core" 87%
The Smartphone App Review, 13 March 2011

"Immensely enjoyable and fast-paced fun"
Gamezebo.com, 28 Feb 2011

"Simple to describe but complex to master... Greedy Bankers delivers in short, healthy doses"
DIYGamer.com, 24 Feb 2011

If you're a game or app reviewer and would like to review the game, feel free to comment below, or contact me at aitchesongames@gmail.com for a free promo code

Update: Greedy Bankers Now Available! 33%-Off Launch Sale!

Greedy Bankers is now available from the App Store!

Follow this link to find it on the App Store: http://itunes.apple.com/gb/app/greedy-bankers/id417814882?mt=8

More information about the game is on the Greedy Bankers website.



As an indie developer this is very exciting for me, as it's the first time I've brought a game to market. I'm keeping my fingers crossed that it goes down well, and working very hard to spread the world. So if you know anyone who may enjoy the game, or be interested in reviewing it, feel free to pass on the message - I appreciate it!

Frequent updates are on the Greedy Bankers Twitter feed: @greedy_bankers and also on my personal twitter feed: @agaitcheson

Greedy Bankers for iOS: Designing Accessibility and Complexity

When I first came up with Greedy Bankers in June 2010, my intention was to create something simple to pick up, but with a depth that keeps you playing and trying to discover new strategies. I had been exploring real-world strategy games in the months previous to producing the first prototype, and desired to create a game where the player could explore deep strategies from a simple set of building blocks.
Beginning work on the iPhone version of the game, I knew I wanted to maintain the drive for complex gameplay, but realised I had new opportunities to make it even more accessible. The touch screen offered the potential for an even more intuitive interface for new players, and I hope to build up a community and a gentle sense of competition between players trying to maximise their scores.

Designing for Accessibility and Simplicity

The sliding-tile control system had been successful in my earlier Shifty Trains, which had proven popular with new gamers, so for the Windows prototype it made perfect sense to build on that. Using only the mouse, and avoiding the use of buttons, reduced the need to learn a control system. Translating this to a touch screen made it even easier for players to get to grips with, as players could use a single finger to play the entire game, and it resembled physical sliding-tile puzzles even more. Testing out the iPhone beta on new players was an exciting experience, as it was obvious how easy to pick up and explore the game was.

Greedy Bankers - out this month!

I did it! It's been quite an adventure, and as I always say to myself, this is only the beginning! Greedy Bankers has just been submitted to the App Store and is awaiting approval. I expect to release the game before 28th Feb.

So how does it look? Well, Greedy Bankers has changed a lot since last time you saw it, and is far more feature-rich than it was before. I fully designed the Banker characters, and am very happy with how they turned out in the end. To the left is a screenshot of the game in action, and more can be seen from the Greedy Bankers website.

I am very excited to see how the game does. Though I have been an indie developer for many years now, this is my first commercial release, which makes it a big landmark for me. But there is more to come! I have just started work on the iPad version, which will have even more game modes to make full use of the large tablet screen, including local multiplayer. The adventure has only just begun!

In the coming week I will post some more details on the game, how it has evolved, and the challenges I have faced re-developing the game for a new platform. Watch this space!

Designing the Bankers: Part 3

See also: Part 1, Part 2

The final set of banker concept drawings are below. Please let me know what you think!

I worked on a new design, based on a "greedy banker" stock image a TIGSource user found. I made him fatter, and gave him a monocle, and a waistcoat, which allowed me to add in a bit of colour. The green/yellow light glow has a kind of money feel about it. This guy looks a bit more like a "fat cat," so to speak.

Designing the Bankers: Part 2

See also: Part 1, Part 3

Below is the first set of greedy banker designs I came up with. As always, any feedback is very much appreciated! As with the game itself, I'd love to involve followers in the design process, and all the comments I get help me improve the designs. So please, let me know what you think!

The banker design began with a simple biro sketch based on the ideas I'd been carrying in my head

Designing the Bankers: Part 1

Part 1: Introduction and my design intentions

Part 2: First banker design

Part 3: Two more banker designs

Greedy Bankers for iPhone is making fantastic progress, with the gameplay elements really coming together. It's still a little rough around the edges, and I've not balanced the drop rates yet, but it's already proving fun to play. It's become clear that the artwork and animation is a big job which I need to get on with before the game can progress further.

With that in mind, I decided to spend the past week entirely on artwork, and trying to pin down a clear design for the "Greedy Bankers" of the title. These characters had always been in my head, as part of the setting the game takes place in. I'd always imagined the player as part of a big Greedy Banking corporation, working away in a secret vault.

Developing for iPhone - One Month On

I've been working with iPhone/iPad development for about a month now, and am now well into the swing of Greedy Bankers for iPhone. This post is really a little update on what I've been doing so far, with some tips for people who are also considering game development for iDevices.

Developing for iPhone

Learning Objective-C was not massively difficult, but it is a more complex (or perhaps complicated) language than C# or ActionScript, being a lot more similar to C++. A lot of iPhone development tutorials seem to focus on using XCode's Interface Builder, and avoiding programming. As a game developer, you really do need to code hands-on. So after beginning a few iPhone tutorials to get my head around the syntax, I moved on to using Cocos2D.

Cocos2D is an open-source game framework, which gives you all the things you need to be able to deal with graphics, layered scenes, and other game-specific code in an easy way. Using frameworks is something I've learnt to embrace recently, as it saves a lot of time and hassle, and often helps your game run faster (as they will be developed with efficiency in mind).

Greedy Bankers v0.01 is here!

Update (1 March 2011): Greedy Bankers for iPhone is now complete, and is available from the App Store now! Visit www.greedy-bankers.com for more details

Please note that this blog post is for a very early prototype of Greedy Bankers. For up-to-date information on the game, please visit www.greedy-bankers.com

It's been a while, but I'm finally making a new blog post. And not only that, it's a blog post with a fresh new game for you to play!

Greedy Bankers was developed for the Experimental Gameplay Project June/July theme, Casual Addiction.

After toying with various ideas I eventually settled on a neat and simple puzzle game with neat presentation and lots of rewarding effects. The mouse-driven sliding tile mechanic was inspired by my earlier Shifty Trains, which had already proven fairly addictive, and the controls were smooth and intuitive.

UPDATE: Downloads removed because they are out-of-date. The released version of the game is available from the App Store, while the most recent version of the Prototype (November 2010) is available from my portfolio site.

Greedy Bankers was developed using XNA 3.1. To run the game you will need to have XNA Framework 3.1 installed. This is really quick and simple to do, and is only a 7MB download. Download XNA Framework 3.1 from here.

You may also need to have the .NET Framework version 3.5 installed. You can download this from here.

Please let me know what you think, and tell me about any bugs and issues you come across. I'd love to hear your comments!