Dilly Dally Games
About the Company
Dilly Dally Games, LLC, is a casual gaming company founded by Christian Tuskes. The company’s flagship product is Mexican Train Dominoes, a game available on the web, App Store (iOS), Google Play, and Amazon Appstore. The game is free on all platforms and has over 10,000 daily active users, with the majority being females aged 65 and older. The company’s primary markets are the United States, Canada, and the United Kingdom, with its top acquisition channels being Direct and Organic Search.
What makes Mexican Train Dominoes unique is its focus on a demographic that is generally underserved in the gaming industry. The game’s design lends itself to longer playing times, typically between 30 to 60 minutes per session. This has helped the game maintain a steady user base and generate significant ad revenue. Christian earns between $16-17k per month from the game, depending on seasonality and market conditions.
Dilly Dally Games has managed to capture and retain a loyal user base by focusing on user experience and catering to a specific demographic. The company’s approach to game design and marketing has been instrumental in its success, making it a profitable venture in the competitive gaming industry.
Idea Behind Company
The idea for Dilly Dally Games originated in 2006 when Christian Tuskes was a defense contractor and a master’s student in Computer Science. He needed a final project idea and was inspired by the Mexican Train Dominoes game he played with his wife and her friends. Christian saw the potential to create a project that would fulfill his degree requirements and have the potential for post-graduation development and monetization.
Christian initially programmed Mexican Train Dominoes using Adobe Flash. He had all the necessary tools and skills, which made the development process straightforward. He initially planned to distribute the game by selling software licenses on eBay and shipping the game on CD, but sales were not promising. This led him to switch to an ad-supported web-based model, which significantly improved the game’s success.
The shift to an ad-supported model allowed Christian to reach a broader audience and generate consistent revenue. This change in strategy marked the beginning of Dilly Dally Games and set the foundation for future growth and development. By leveraging his technical skills and recognizing market opportunities, Christian was able to turn a simple project into a successful business.
Creating the Company
Creating the first version of Mexican Train Dominoes involved using Adobe Flash and Fireworks, tools that Christian was already familiar with. The development process was straightforward, but designing the user interface (UI) and user experience (UX) was challenging. The physical version of the game takes up a lot of space, so Christian had to adapt the layout to fit on a screen efficiently, opting for a horizontal domino layout pattern.
After overcoming design challenges and making necessary compromises, Christian released the first version of the game. He learned the concept of a minimally viable product (MVP) and applied it to his game, ensuring that it was good enough for users to enjoy without being perfect. This approach allowed him to launch the game quickly and start gathering user feedback.
The initial launch on the web was followed by multiple iterations and expansions. Christian’s ability to adapt and improve the game based on user feedback and market conditions was crucial in establishing Dilly Dally Games. By focusing on user experience and continuously refining the product, Christian built a solid foundation for his company.
Launching the Business
The business was launched through a series of stages rather than a single grand launch. The first stage involved selling the game on CD, which was followed by distributing the web-based game across various gaming sites. As the market evolved, Christian adapted his strategy by launching the game on iOS and Android platforms and eventually creating a dedicated website.
These multiple launches allowed Christian to respond to changing market conditions and user preferences. For instance, the decline of Flash-based gaming prompted him to develop mobile apps for iOS and Android. When targeted advertising became restricted on iOS, he pivoted back to the web to compensate for the revenue drop.
Christian experimented with different monetization models, including a paid app, freemium model, and finally an ad-supported free version with additional features offered as in-app purchases (IAPs). The ad-supported model proved to be the most successful, allowing the company to generate steady revenue and attract a large user base. This iterative approach to launching and monetizing the game was key to the company’s growth.
Earnings
Dilly Dally Games generates between $16-17k per month from ad revenue, depending on seasonality and market conditions. The company’s success can be attributed to its focus on an underserved demographic, offering a free game with long playtimes that attract and retain users. Christian’s willingness to experiment with different monetization models and adapt to market changes has been instrumental in maintaining steady earnings.
To attract and retain customers, Christian initially invested heavily in Facebook ads, spending 100% of the previous month’s revenue on ads. This aggressive strategy resulted in a significant increase in daily active users, growing from 2,000 to 15,000. Although this ad spend was not sustainable long-term, it demonstrated the potential of targeted advertising.
Subsequently, Christian focused on search engine optimization (SEO) and content marketing to grow his website. By outsourcing content creation to a professional, he was able to improve his site’s search rankings and attract more users. This sustainable approach to growth, combined with the lessons learned from earlier advertising efforts, has ensured continued success and revenue generation for Dilly Dally Games.
