Post Mortem: George: Scared Of The Dark

George: Scared Of The Dark

What’s up indie game developers?

It’s been 5 months since I released my 4th game George: Scared Of The Dark on the App Store and it’s time to reflect on my main project for 2016 and discuss what went right and what went wrong. It’s time for my first ever post mortem!

So, in 2015 I decided to quit work and take time out to explore what I wanted to do. I started a small code academy teaching people how to code and I also quickly fell into games development, re-connecting with early passions for making simple games on my Commodore 64. I made 3 casual games for the App Store which were pretty budget and then craved a slightly bigger project. A showcase of sorts.

Like many games, it all started with a jam! The project evolved from an entry to Procedural Generation Jam 2015. Originally called “Mountains That We Climb”, I experimented with generating 2D scenes with simple mountains, clouds and changing weather systems. The jam entry got good feedback on its strong visual aesthetics and I decided to start developing the concept further into a game. The hype was real. I would make it into an awesome game and it would rise up to the top of the App Store!

Mistake Number 1: I went from jam entry to full game build pretty much overnight without much thought on how long the project would actually take. I also did not consider the target audience. I didn’t consider the competition or my chances of making a commercially successful game. I believed my own hype.

I wanted to create a game that was more than just a casual mobile game. I wanted it have more depth, mystery and story. In particular, I wanted the game to feel atmospheric, for the player to be temporarily immersed into the magic of the game world. At its core, I wanted it to have a central theme of overcoming challenges and conquering fears. I decided it would have 10 levels, with a story narrative running through it with a twist at the end. I wrote the story, designed the levels and jumped head first into development.

George: Scared Of The Dark
George: Scared Of The Dark

It took 6 months to develop the game. Much longer than I expected. As the game spun out of a procedural generation jam, I naturally decided it would be… well, procedurally generated! This seemed like a good idea at the time.

Mistake Number 2: Procedural generation for a game with only 10 levels is overkill. I spent more time fine-tuning the level generation algorithm than anything else. I scrapped it at least twice and started from scratch. It would have been quicker to lay each level out by hand and make it static.

Swamps level

I worked on my own most of the time at home, soon enough the days blurred into one. I didn’t have anyone to keep me in check, to bounce ideas off. Planning and striking a balance between work and play went out of the window. Working 7 days a week, the pressure was building and I was burning out quick.

Luckily I realised this and started to take trips to London Indies co-working space at Scenario bar. This provided a great opportunity to get out of the house, mix with other indies, get feedback and just hang out. I started to take it a bit easier and the pressure eased off a bit.

This was my 4th game at the time and I wanted it to be the best it could possibly be. I took marketing a bit more seriously too, enlisting a small PR company to help with getting the word out.

Mistake Number 3: Hiring a PR company is great but I relied too much on it being some sort of magic bullet. It’s not, if your game is not generating any hype early on, it’s time to reconsider. I posted to game forums generating little interest. I silenced out those alarm bells and ploughed on.

I did a few PR bits like running an art contest to get a community character into the final game. This was fun and all but I don’t think it helped with marketing much. I used social media extensively – Twitter, Instagram, Facebook, YouTube, Product Hunt and Reddit – all with little success…

Contest Nominations
Contest Nominations

I made trailers and play through videos too! Taking time to edit and polish them trying to drum up interest.

The PR company also included QA services and provided feedback. They told me two things over and over, the game was too hard and the controls weren’t quite right. Fix these two things, they said, and you could be sitting on gold. I ignored the feedback, I felt the controls were good and I wanted the game to be super difficult. I was the creative genius! I wasn’t going to listen to some PR guys! I stuck to my guns stubbornly. I also felt the game was taking too long, I wanted it to be done, I was losing patience.

Mistake Number 4: I didn’t listen to feedback and wanted to finish the project and get it out there asap. I lacked the discipline during that last push to polish the end product. That last bit of polish takes the most time and requires the most patience. I realise now that during that critical time you can make or break the final game. I broke it.

Initially I wanted to make the game free with in-app purchases and adverts. However as release day approached, I decided at the last minute to make the game premium. I wanted to experiment and see how premium game market worked. This was my first game that felt like a premium title. I also felt the game looked too cluttered with ads. I decided to go premium, remove the ads and keep in-app purchases which I felt were optional add-ons anyway. Good idea right?

Mistake Number 5: A premium game with in-app purchases is a bad combination. Players immediately think that there is more to pay for following the initial purchase. This hinders sales.

On release day, I had a big breakthrough, my game got featured on the App Store in the “New Games We Love” category in several countries. The game went straight to number 1… on SlideDB! 🙂

Topping the charts… on SlideDB

My wife got me some game themed cupcakes! Downloads started to flow in and I was on cloud 9. For about a week. Then downloads started to tail off, my game was falling out of the charts fast and there was nothing I could do to save it.

Sweetening the deal!

The PR guys actually done a great job reaching out to grass-roots sites but reviews were mixed. Pocket Gamer gave a scathing review which hung around in the first position on Google like a bad stench. It hurt. They said the same things that the PR guys told me weeks ago, the controls weren’t quite right and the game was too hard! To rub salt in the wound they called the article:

“George: Scared of the Dark review – The best platformer on mobile?”

That’s when things started to get a bit painful. I took it personally. But hey, as an indie, any press was good press. Right? Right? However I did get some nice feedback…

  • “Buy George: Scared of the Dark. I dare you”
    – James Bolton, Snappzilla
  • “In a scary way it’s kinda like Guitar Hero”
    – Patrick Hickey Jr, Review Fix
  • “Charming visuals… with some brutal difficultly.”
    – Cokamouse, Pookybox
  • “You’re gonna die a lot”
    – Delano Cuzzucoli, HeyPoorPlayer
  • “Doesn’t leave much room to breathe”
    – Annemarie Gallagher, Bit Cultures
  • “A lot more challenging than it looks”
    – Lena Hedley, Gamemob
  • “This is a challenging platformer — even by console standards”
    – Admin, Invision Community
  • “An ending you will never expect”
    – Angelo Agustin, Fanboynation
  • “Surprisingly difficult.”
    – Admin, Gamecry
  • “We could say it’s do or die…”
    – Galit Gordon, Gaming Cypher
  • “There is no easy mode”
    – Victoria Irwin, Fangirlnation
  • “Spooky-yet-beautiful”
    – Jess Landry, Horror World
  • “Delivers A Spooky Adventure”
    – Amanda Dyar, Bio Game Girl
  • “Challenging, fun, with a captivating plot”
    – Chrisanna Lazaridou, Download3K
  • “Addictive due to it’s relatively unforgiving difficult”
    – Chrisanna Lazaridou, GameReviewsAU
  • “Overall: 8/10”
    – Dave, Squackle
  • “You won’t be disappointed.”
    – Adeline Gear, TheAppTimes
  • “New and original gameplay experience”
    – Andrea Scrimieri, iPhoneItalia
  • “One of the most enjoyable indie games this season”
    – Marina Belli, Games Princess

At the same time, my game was selected for Radius game festival and fuelled by the hype, I jetted off to Austria to show it off. I burned through more cash than I could afford. This part I don’t actually regret, I had such an awesome time meeting other game developers. It felt like one big awesome family.

On reflection, this was the best part of my indie journey – meeting people with similar passions. I met some great game developers, even veterans of the industry and got some really good advice.

Me at Radius Game Festival
Me at Radius Game Festival

I also remember speaking to a few students at the showcase and being asked for advice about making games. It was really humbling. Their passion was inspiring and I wandered what games they would go on to make.

Radius Game Festival
Showcasing at Radius Game Festival

Over the coming months, my game slipped out of the charts and into obscurity. I wanted people to play it, for it to go viral. That never happened. Running sales, releasing Halloween specials and iMessage sticker packs did little to help with sales numbers.

There was nothing I could do, it had a 1 week boom and that was it. All that hard work just went poof! I got some nice feedback from some players which made things worthwhile though.

App Store Chart
That brief moment when George ranked higher than Street Fighter and Sonic

The Money

The money was bad. That $30billion spent on the App Stores each year? I got roughly 0.000002% of that pie. Do the math if you wish. Once you factor in PR, travel expenses, App Store’s cut and taxes, I failed to break even.

I’m happy though, I learnt a lot, I quit my job, went all in and failed and that’s OK. I don’t regret it. That freedom that I felt was worth it. That chasing the dream feeling was worth it. That “what if?” feeling was worth it. Listening to Stormzy’s “Dreamers disease” while coding was totally worth it!

Final Thoughts

Ultimately making and publishing a solo, self-funded indie game is hard. It’s tricky to stay objective working on your own too. On reflection, my game is pretty sweet and I’m proud of it but is it ground breaking? Risky? Innovative? No. It’s just a 2D platformer, in a sea of platformers. Yes it has a unique story but that is not enough to stand out in the crowd. Had it been 2009, things may have been different but my game was about 8 years too late! That’s the reality.

I also got the cartoon visuals mixed with brutal difficulty wrong. If it looks cute it shouldn’t be so damn hard! I also got the pricing model wrong.

The App Store has moved on and become super competitive. Saturated. Players expect more and for less now. The big studios have moved in with massive marketing budgets and super fine-tuned monetisation and user acquisition strategies. Big business guys came. Winter set in.

The indie games coming through now are ground breaking. They have teams, budgets and sometimes even publishers. The days when a hobbyist created and published a commercially successful game on the App Store are long gone. It still happens but you would have more chance in Vegas putting your game budget on black.

It’s been an awesome journey though and the experiences I have had have been priceless to me. I took the plunge, dived into the deep end and came out stronger and wiser.

Recently I took a consulting job and went back to work. I enjoyed working in a team again, bouncing ideas around and learning. Game development has become more of a fun hobby which I am happy to continue exploring. That’s the best place to be for me. I can have full creative freedom without the pressure. That’s the beauty of being indie.

People have asked me what George: Scared Of The Dark is all about? Well, it’s about conquering your fears. And at times, we have all been fearful of doing something we want to do. Often, putting it off. And for me, it was making a game.

So, what’s next?

I’m moving on, trying to innovate and experiment. Dusting myself off and looking to the future. I once went to a game festival and this guy gave a talk and what he said stuck with me:

“as an indie, you need to be really risky for a chance at success”

I’m trying to carve out a niche and “gamefy” news. Sounds crazy? Well it probably is but it’s fun working on a new type of game that has not been done before. The passion is still there and I’m continuing being creative. The experiences make the journey worth it. I’m also working on Super Game Kit – an iOS starter kit allowing first time developers to create casual games quickly for the App Store.

My new game #mmmews which is the first game created using Super Game Kit is out on the App Store now. It’s doing OK. Making a game has now become just an enjoyable process with no pressure on the end result. I’m striking a good balance between game development and enjoying my journey.

I also decided to make George: Scared Of The Dark totally free with no ads so that more players may experience it. Oh yea, and I fixed the controls but kept the difficulty in the last update.

I hope you enjoyed my first ever post mortem. It’s the final step with making a game and it feels great writing it up. A closure of sorts. Hopefully you gained an insight or two as well.

Happy game development guys. Enjoy the journey.

About Wall West

Wall West is an independent micro development studio based in London. Founded in 2015 by Alex Petlenko to focus on developing iOS games and born out of a life-long passion for video games. The name of the studio – “Wall West” – is inspired by building a wall or a foundation brick by brick, one small step at a time and chipping away at something that you are passionate about.

This blog post was originally posted on the Wall West blog and is also published on Gamasutra.

#mmmews – Real or Fake News Game – Out Now on iOS!

Wall West Studio

#mmmews – Out Now on iOS!

The Real or Fake News Game

Are you up to date on current affairs? Think you can spot a fake headline? Then prepare to test your knowledge!

Guess whether the headlines are real or fake in this tongue-in-cheek game! Swipe fake news left and real news right to score points. Save the headlines you like and get the full lowdown later.

Discover interesting new stories daily!


Fun controls

Score points by guessing correctly
Real or Fake News?
Discover new stories daily
Play today!

Play now – it’s FREE!

Please note: soft launch – this game is currently available only in the UK.

Download on the App Store

Get the Press Kit

Lonely Sun by Rinikulous Games – Out Now on iOS

News Update

Solitary Sun Waits In The Cold Darkness Of Space For Its Solar System

From time to time, I cover interesting new games made by indie developers and here is a standout one by Rinikulous Games. It looks absolutely beautiful aesthetically and is currently also featured on the Apple App Store!

Imagine in the cold, lonely depths of space there’s a sun waiting for the mysterious forces of the cosmos to bring it a solar system. In the new mobile game, Lonely Sun, you have that celestial power of planetary genesis. In fact, you are the guiding hand of gravity. All that stands between you and the fulfillment of a distant sun’s destiny are five unique levels – one for each of the five planets. Every world (Nuriona, Ametho, Neryssa, Isoley and Siroccee) has its own strange landscapes, distinct dangers, and gravitational forces to surmount on your way to building a complete star system.

As a fledgling planet, your main goal is to guide it carefully through the dark recesses of space, collect planet cores from all level stages to gradually grow large enough to orbit the lonely sun at the center of the solar system. However, the odds of new worlds coalescing in the cold danger of space are slim and take time. Be sure to avoid anything that appears dangerous or threatening.

Metaphor For Life

Lonely Sun was initially imagined as a metaphor for life, a simplified version of life’s complicated nature, tribulations and hurdles.

Overcoming dangers, navigating through strange worlds, remembering what you’ve gone through, learning as you go… all these are meant to make you resilient. The inevitable nature of failure gives you two choices: pick yourself up and try again or let the memory of your existence fade away.

Accomplishing goals takes time. The cosmic powers of planetary genesis that create the vastness and mystery of space follow the same rules: patience. Patience is the key to creating something beautiful, something worth living for.

Download this amazing looking game today on iOS!

How to Make Your Own Website Tutorial

How to Make Your Own Website Tutorial

Learn how to make your own website! This is the first in a series of FREE tutorials on web development, helping you to get started with learning HTML and other relevant web technologies. You will l

This tutorial series is completely FREE, so follow along and learn how to make your own website! Learning web technologies is also a great for beginners because there are virtually no tools required, just a text editor and a browser to get something simple up and running.

Benefits Of Learning To Make Your Own Website

1. Work on something you are passionate about
2. It’s a hugely rewarding experience
3. Build an online business and start generating income
4. One of the best ways for beginners to learn to code!


Making your own website does not have to be complicated. In fact, there are many software tools that can help you design and publish your own website without any programming experience at all.

However, such tools often have limitations or require at least a basic understanding of the relevant technologies in order to customise your website and get the functionality you need. So it really pays off to learn at least the basics of web programming.

Whether you plan to create a website from scratch or use one of the many tools available to help you, or best of all, a combination of the two, this tutorial should provide you with a good introduction to web programming! And allow you to make informed choices about which web technologies to use.

This tutorial is loosely based on the “Creating Websites With HTML and CSS” course that I teach to my private one-to-one students and has helped many get the introduction they need to start building their online business. So let’s begin!

A Quick Note On Terminology

Technology is full of new and sometimes confusing terms and it’s important to get up-to-speed on the buzzwords and what they actually mean. This will make learning much easier if you are clear on what these terms mean.

To add further confusion, sometimes buzzwords are defined using other buzzwords! Sometimes there are even multiple buzzwords that mean the same thing and are interchangeable!

I will introduce new terminology inline in this tutorial, with a full definition at the end of each module. If there is anything unclear, feel free to use the comment section below to ask any questions.

Really, What is a Browser?

Let’s start with the basics, after all this tutorial series is aimed at complete beginners. If you feel you know the basics, feel free to jump on ahead!

You are looking at this website through a browser, probably using Internet Explorer, Chrome, Safari or Firefox.

But what exactly is a browser? A browser is a computer program that understands how to request web pages, images and other content stored (hosted) on a server (a computer connected to the Internet) and display them for you to consume. The web pages, images and other files are collectively known as resources. A browser is software that has been developed by teams of programmers and takes many man hours to create and maintain.

This website is hosted on a server in the EU. When you navigate to a web address either by typing it directly into the search bar or clicking on a link, the browser will discover what server to go to in order to get the files it needs, fetch them and display them for you.

Levels Of Abstraction

Exactly how a browser gets your web page is fairly complex and should not concern you at this stage. All we need to understand is the high-level concept of what is happening in generic terms. In fact, this principle applies to many concepts concerning software. We don’t care how certain things work, just the results, leaving those concerns to other programmers! This confuses a lot of beginners because the more they learn, the more questions seem to come up. The key to this is to start with the big picture, understand that first and then drill-down into the lower level details if they are of particular interest to us. This is often referred to in software as levels of abstraction.

The main point to grasp right now, is that each page on the web has a unique web address. The file for that web page is held on a server somewhere. When we ask the browser to get that page for us, we are making a request to see that page. The browser goes away gets the file it needs and shows us the result. A website is simply a collection of such web pages. Pretty simple right? It is once you get your head around it.

For example, the web address of this page (or its Uniform Resource Locator or URL) is:

What Language Do We Need To Learn?

When the browser gets a web page (also called a document) it needs to be able to understand what the data that it holds means, so that it can process it properly and display it correctly for you.

How is this achieved? It is achieved by having a standard document type that all browsers can understand. The creator of the website codes the document, adhering to that standard, uploads it to a web server and the magic of the web does the rest – the browser can get the document and show it on the screen!

What is this standard? It is called HTML – Hypertext Markup Language. A language that all browsers understand. A language that we need to learn in order to code up websites!

Think of it like Word in Microsoft Office, it knows how to display word documents which have the file extension .docx. So too, a browser knows how to process web documents written in HTML and with the file extension .html. Moreover while Word loads files from your computer, a browser loads files held on a remote computer.

So in order to learn how to make your own website, you need to learn HTML!

New Terminology You Learnt In This Module!


A computer program for displaying HTML documents, used to navigate the web.


Resources are web pages, images and other files.


A store for a website on a server, so that it can be accessed over the Internet.

Web Server

A computer which manages access to a resource on the Internet.

Web Address

The location on the Internet of a certain resource. Also known as a Uniform Resource Locator or URL for short.


Whenever your browser fetches a resource from a web server, it does so using HTTP – that’s “Hypertext Transfer Protocol”. HTTP is a request/response protocol, which means your browser sends a request for the resource it needsNote how the URL begins with http!


Hypertext Markup Language, a standardised language for creating World Wide Web pages.


A collection of web pages.

Web page

A document written in HTML language – like this page you are reading.

Levels of Abstraction

The complexity by which a system is viewed or programmed. The higher levels have less detail. The lower levels have more complexity and detail. Always start high and work down to the level you need to in order to get the job done.

Internet or Web?

People often use Internet and Web interchangeably.

However, they actually mean slightly different things! The Internet is a massive collection of globally connected computers. Any computer can communicate with any other as long as they are both connected to the Internet. Computers connected to the Internet talk to each other using protocols.

The Web (also called World Wide Web) is a way of accessing information over the Internet. In this sense, it is the information-sharing part of the Internet.

The Web uses the HTTP protocol, only one of the protocols of the Internet. The Web uses browsers to access web pages.

Getting Thrown In The Deep End

That may have felt like an assault on your brain! If you made it this far then well done! It may take time for all of these concepts to sink in but they will with practice and perseverance. It is important to build a strong foundation from the ground up to become a good coder. However, once the big picture clicks in your mind, the rest becomes easy! That’s the secret to coding.


That is the end of the “Introduction” module in the “How To Make Your Own Website” free tutorial. We covered what a browser is, how it works on a high-level and some key terminology. We also learnt why we need to learn HTML and the benefits of learning HTML. Over the coming weeks I will be publishing several more modules so you can continue learning how to make your own website!

Next Module: Introduction To Web Coding Using HTML

If you have any questions or comments please use the form below!