From A $50K Failure To Creating Mobile Games Played By 100 Million People
Hi! My name is Nemanja Divjak, and I’m the co-founder of the game studio Tummy Games. From the day we were founded, our focus was on producing hyper-casual mobile games, but as of late, we’ve started planning to dip our toes into the blockchain.
The thing about hyper-casual games is that they’re simple, developed very quickly, and have clear game mechanics. They have to appeal to the broadest possible audience, whether it’s a schoolkid, a middle-aged woman, or an elderly game enthusiast, regardless of where they are in the world. Last, but not least, the game has to be so engaging that players want to come back to it again and again for a long time.
Dedicated players are the best way to monetize your game, and create a steady income. Our team is an expert in this area. So far, we’ve made 5 global hit games with over 100 million players, and don’t plan to stop there!
What's your backstory and how did you come up with the idea?
My first encounter with the internet was back in 1999 when it was first introduced in Serbia, my home country. I was only 16 at the time, but right then and there I knew the internet was going to be my main source of income. Although I wasn’t exactly sure how, I saw the possibilities, so I tried my best to learn a lot, research, follow the market and stay innovative.
Entrepreneurship is in my blood – I have a good hunch for market needs, I’m not afraid of making mistakes or failing, and I’m a risk-taker. This is why I have several startups and projects behind me, some more successful than others. Each of them is my pride and joy, and a valuable lesson learned.
It’s difficult, seeing 2 years' worth of work result in a $50.000 loss. But it’s a good thing we weren’t ready to give up just yet and gave ourselves another shot.
Video games have been in my life since childhood. In the turbulent 90s, when Serbia was facing hard times, my mother managed to get my brother and me a Commodore computer. We would start by playing 16-bit video games, and later on, even made money gaming. So, in a way, video games helped me realize there was more to our childhood than the harsh reality of the war-torn Balkans. So, like entrepreneurship, I suppose gaming is in my blood as well.
This leads us to today. I’ve been in web development for 20 years now, and Tummy Games was just a logical next step in my career. During one game jam, I met a group of great guys who blew me away with their creativity, ideas, craftsmanship, and energy, and… well, that was the moment. They became my business partners, and cofounders of Tummy Games, and I still believe meeting them was a once-in-a-lifetime happy coincidence.
At first, the studio was just a part-time job. Our full-time gig was outsourcing, as at the time, it was the only way we could earn a living. Game development was a passion. I can’t say the beginning was easy, but at least we were doing something we sincerely loved.
Take us through the process of designing, prototyping, and manufacturing your first product.
Our first game was Tummy Slide, a casual mobile game. By that point, we guys were all a little chubby, hence the name of the game and ultimately, the studio. We had great expectations of the game and developed it for nearly 2 years. I mainly did the coding, while my partners worked on the design. I’m still fond of those cute penguins they created. Unfortunately, post-launch results were devastating – we suffered a net loss of $50.000. And it made us question if we were good enough to enter the gaming market at all.
Luckily, we decided to give ourselves one more chance. Around that time, I heard about hyper-casual games and their potential at a gaming conference. We decided to take a shot at the genre, which caught the attention of the world’s biggest hyper casual publisher Voodoo. They saw our potential, and became our partners, kickstarting our growth.
Describe the process of launching the business.
In the hyper-casual world, everything moves at lightspeed. Your prototype shouldn’t take more than two weeks to develop, after which it’s off to testing. If the initial metrics are good, we polish the game and then publish it. If the metrics are bad, we move on to the next prototype. Finding that lighting in a bottle is tough and takes a lot of trial and error. In the case of Tummy Games, we’ve burned through 30 games in one year, only to see the 11th game become an instant hit – Volley Beans. If you haven’t heard of it, check it out on app stores, it’s bite-sized matches of volleyball fun. We’ll provide links below!
Additionally, finding publishers willing to test our games and invest in marketing then was a big challenge. Outreach seemed like the only logical solution – combing through the Google App Store and the Apple Play Store, I found the top 50 publishers. I emailed them our portfolio, ideas, and motivations, and kept my fingers crossed.
It was all about trying over and over again. Ask around long enough, and someone will take an interest in you. Which is exactly what happened! After some time, we signed major partnerships with Apple, Voodoo, and Homa Games.
Our game Farm It came to the Apple Arcade as something new and fresh in their catalog. You cannot imagine what this success meant for us. It was the confidence boost we desperately needed, opening doors to new partnerships and more hit games.
Since launch, what has worked to attract and retain customers?
As I mentioned earlier, hyper-casual games need to attract and appeal to a very broad audience. Or as we say in Serbia: “from 7 to 77 years old”. The games should be very simple, easy to pick up and play, but also offer enough possibilities to keep the players engaged and coming back to it day in and day out. We make money primarily through in-app purchases and in-game ads. That is why we need as many interested players as possible.
For now, we have one team handling both user acquisition and monetization. They create short video materials featuring the gameplay of our games and then upload them to various social networks. From Facebook and TikTok to Google, Youtube, and AppLovin. The current rule of thumb is to keep the marketing and acquisition budget expenses lower than our earnings via in-app ads. A little bit of math, some statistics, a dash of intuition, and voila! Good results and profit!
To make our campaigns as successful as possible, we’ve connected with various growth managers. They are our external support team with invaluable insights and help.
Lastly, I believe it’s important to update your games regularly, to keep them interesting for a long time. Introducing new options, new levels, characters, events… Yes, it’s more work than just advertising, but it’s work we enjoy.
Don’t buy into the “we’re all each other’s competitors” story, there’s enough room for all of us in this industry. We should be here to learn, grow, and create great new things together, not just as developers, but as a society!
How are you doing today and what does the future look like?
We started as a mini studio of just three guys. Typical, huh? But now, we have 23 employees and are growing steadily. We’ve formed several smaller teams of 2 or 3 people, who work on one project at a time. This way, we can go through prototypes more quickly. It wasn’t easy, learning how to delegate tasks and let go of some control, but as the business grows, it’s impossible to keep track of everything at every given moment. The most important lesson for me there was learning how to trust others.
To keep the company evolving, you need quality people. So, our focus wasn’t on looking for people with degrees and 5+ years of experience (although, it’s a plus, of course). We wanted people who are willing to learn and share their skills with others. That’s the only way to truly grow and advance as a company.
When it comes to new projects, we’re currently hosting Voodoo Academy x Tummy Games – the first academy of its type in this region. The goal is to educate and prepare young talents to work in the gaming industry. Our colleagues, together with experts from Voodoo, provide guidance and mentorship to these teams of aspiring game developers. They spend four months working on their game projects, with the chance of publishing by Voodoo, and potential employment at Tummy Games. So far, the project has yielded excellent results, and it’s only for the first generation of students! With a little luck, the second generation of students will be enrolling in the fall of this year.
Through starting the business, have you learned anything particularly helpful or advantageous?
The first game, Tummy Slide, was a big lesson. Despite our faith in it, the game failed. It’s difficult, seeing 2 years' worth of work result in a $50.000 loss. But it’s a good thing we weren’t ready to give up just yet and gave ourselves another shot. If we hadn’t, we wouldn’t have been here.
When it comes to lessons in hyper-casual development, the toughest one we had to learn (a burden that now falls on our team) is to not get attached to the projects you’re making. Because if the metrics are showing that something is not working, and lacks potential, there is no time for big overhauls. No, you toss that prototype and start from scratch. Back to the drawing board. I know how difficult it is to accept when a game needs to be scrapped after you’ve worked hard on it for weeks. But unfortunately, that’s part of the job, and maturing as a person. What we create here isn’t us. It is a reflection of our creativity and effort, but not a reflection of us.
And concerning lessons as a CEO, I found it crucial to learn how to delegate. The solution is to surround yourself with dependable people on who you can rely. Additionally, speed up your decision-making process by accepting that sometimes, you will make mistakes. We’re only humans, and humans make mistakes. Failing is okay, so long as we learn and grow from it.
What platform/tools do you use for your business?
At our studio, everyone uses tools that are vital for their role specifically. As a team, we use Slack for communication, and Notion for project management. Both tools help boost our efficiency and increase transparency, which we actively try to nurture.
For improved marketing performance and tracking analytics, we use adjust.com as a multifaceted tool to make easier decisions and act fast. Another reliable partner I’d point out is Applovin, thanks to whom we’ve made player acquisition simple and affordable. The platform also greatly simplified our monetization process.
Among the co-founders, we’ve agreed that, for productivity’s sake, to spare no expense on resources and tools. We worked hard to provide our developers and designers with state-of-the-art equipment, and a comfortable and well-lit space to work in. We generally try to create great conditions for both personal and company progress and development.
What have been the most influential books, podcasts, or other resources?
My answer here might disappoint some readers, but for the past few years, I haven’t been reading any books of that sort. I used to read a lot and listen to the world's best speakers, until I realized they all just spin the same life philosophies… from the 1930s.
Honestly, I think that reading and listening to motivational material and popular psychology only delays the inevitable – acting on a plan. It all becomes this big preparation, and telling yourself you’ll be ready after just one more book, or finishing a podcast on better leadership, and so on. It’s much better to muster up the courage and take that first step. Do the thing, try it, fail if you have to, it doesn’t matter. You’ll learn from the mistakes, and much faster and better than if you waited. And then, every new attempt will be easier, better, and more successful.
As far as inspiration goes, I’m in awe of people who are industrious; who’ve achieved great things and built empires from nothing. That’s why I like Starter Story because it shares good stories, and great examples of real, hardworking people who can inspire someone to delve into entrepreneurship.
Advice for other entrepreneurs who want to get started or are just starting out?
As I said, my mantra is: “Just do the thing, don’t be afraid to make mistakes because you have the right to it. And when you fall, get back up and keep going stronger.” Don’t delay on your plans and dreams, do what you can even today. Be proactive, contact people, connect with them, and share your knowledge to learn even more.
Don’t buy into the “we’re all each other’s competitors” story, there’s enough room for all of us in this industry. We should be here to learn, grow, and create great new things together, not just as developers, but as a society!
Lastly, keep in mind that everything is in your hands. I like to call myself a “hustler” – no matter where you drop me, I’ll find a way back on the right path. I worked hard to reach the point of trusting myself and believing in my success, and I advise the same. Have faith in yourself!
Just take that faraway, giant goal, and break down the path to it into tiny steps you know you can handle. Little by little, those milestones will add up! Every year, evaluate your progress and define a new goal. But, never make it smaller than the goal before it, because by then, your capacities have expanded, and you can realistically expect that of yourself. Good luck!
Are you looking to hire for certain positions right now?
We started as 3, and now there are 23 of us, but we don’t plan to stop just yet. Only last year I said how there shouldn’t be more than 15 employees, yet here we are. I made a wrong assessment, but I owned up to it, and we’ve kept growing, developing new projects, and starting new paths.
Tummy Games is open for new faces. We’re looking for Unity 3d developers, 2D and 3D artists, and game designers. There’s no game development degree required, special schools, or knowledge. All we ask is dedication and the willingness to learn. The only condition, for now, is on-site work from our office in Novi Sad (Serbia, Europe). Precisely because we like to learn from each other, we prefer sharing the same space. We have our building in a quiet part of town, cozy offices, and great benefits: from shorter work hours to snacks, fruit, and drinks that are always available. We offer health insurance for the whole family, top-notch tech equipment, team buildings, and travel to, of course, competitive salaries.
Novi Sad is a beautiful city overall, with roughly half a million people, situated on the banks of the river Danube. The city has a national park some 20 minutes away and is generally surrounded by green pastures and countryside estates. The entire region is big on agriculture overall.
One Novi Sad thing some might be more familiar with is the famous EXIT music festival that’s being held every July at the Petrovaradin fortress. Here, we know how to work hard and relax, maybe even harder. If any of this sounds interesting and tempting, we’d love to meet you and have a chat! Just shoot an email and your CV to our HR at ivona@tummygames.com and we can guarantee we read and reply. Welcome one and all!
Where can we go to learn more?
Our website is still under construction, but all the necessary information is there.
For a full profile, you can follow us on social media:
And you can find our games on:
If you have any questions or comments, drop a comment below!
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