eieio.games

How This Indie Developer Transformed Internet Constraints Into Viral Games

February 14th, 2025

Founded By

Nolen Royalty

Founders

Monthly Traffic

142K

Profitable

Yes

Year Started

2023

Customer

B2B & B2C

Founded By
Nolen Royalty: Founders
1

Monthly Traffic
142K: Profitable
Yes

Year Started
2023: Customer
B2B & B2C

Who is Nolen Royalty?

Nolen Royalty, who often goes by "eieio" online, is a New York-based game creator with a background in tech, having previously worked at Jane Street Capital and Amazon Web Services. A self-taught programmer, Nolen honed his skills at the Recurse Center, leading him to develop unique internet games.

What problem does eieio.games solve?

eieio.games solves the problem of internet sameness by creating quirky and unexpected games that bring people together in light-hearted, nostalgic ways, providing a refreshing escape for those tired of conventional digital interactions.

How did Nolen come up with the idea for eieio.games?

Nolen Royalty, the mind behind eieio.games, found inspiration in the internet's early days when playful, community-driven games were a staple. His fascination began with his sister's first word and grew into a passion during his time at the Recurse Center, where he honed his skills and embraced unconventional projects. Observing the modern internet's evolution, Nolen realized the joy of the playful web was getting lost, and he aimed to revive it through creativity and collaboration.

Before diving into the world of game creation, Nolen worked at Jane Street Capital, which allowed him the financial freedom to explore his interests fully. He started developing games not just to chase trends but to align with his vision of unexpected fun in surprising places. He embraced feedback from peers and strangers alike, refining his ideas and ensuring they resonated with others. Facing challenges like figuring out how to present games innovatively, Nolen relied on feedback to iterate and enhance his projects, leading to unique creations like "1 Million Checkboxes," where a surprising community emerged around playful chaos.

Nolen's journey teaches aspiring founders the importance of experimenting and listening to feedback. He learned that constraints could drive creativity, a lesson that became central to his projects. Whether through games in unconventional settings or interactions with strangers, Nolen emphasizes the joy in making and sharing, showing that passion and experimentation can lead to delightful surprises in the digital space.

How did Nolen Royalty build the initial version of eieio.games?

Nolen Royalty, operating as eieio.games, launched his website in March 2023, focusing on creating unconventional online games. Many of his innovative projects, such as "One Million Checkboxes," stemmed from his time at the Recurse Center, a kind of coder's retreat where experimentation and feedback were abundant. To develop these games, he often used web-based technologies like WebSockets for real-time updates, demonstrating adeptness in handling large-scale internet traffic, as seen when his checkbox game drew half a million users in just two days. Nolen's journey in building these games was challenging yet invigorating, as he embraced learning about each platform's quirks and constraints, ranging from embedding games inside macOS Finder to leveraging Google Sheets for real-time gameplay. Over this period, Nolen navigated various technical hurdles, from bandwidth concerns to rate limiting issues, highlighting the complex yet rewarding process of bringing his playful creations to life.

What was the growth strategy for eieio.games and how did they scale?

eieio.games started leveraging social media platforms like Twitter and TikTok to share and promote their innovative and quirky games. These platforms allow Nolen to engage directly with an audience interested in game development and experimental games. By posting regular updates and interactive content, eieio.games cultivates a community of followers who appreciate innovative gaming experiences, providing an organic reach that has helped spread the word about new releases.

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Why it worked: Social media, particularly platforms with a strong visual component, are ideal for engaging gaming communities. The instant feedback and sharing capabilities of platforms like Twitter and TikTok create a ripple effect, raising awareness and driving traffic to the site. Engaging content and a unique voice further amplify reach and engagement.

Hacker News & Reddit

Games made by eieio.games, like "One Million Checkboxes" and "Stranger Video," gained traction through communities focused on tech and gaming, such as Hacker News and Reddit. By sharing unique creations on these platforms, the games were exposed to a tech-savvy audience that appreciates innovative gameplay.

Why it worked: Both Hacker News and Reddit are platforms with large audiences that love discussing new and innovative content, especially in tech and games. Reaching the front page or being heavily upvoted can lead to a significant influx of visitors curious about the novel gaming concepts. These platforms also foster community discussions, which can drive traffic and increase visibility.

Email Newsletters

Through platforms like Substack, eisio.games keeps its community updated with the latest game releases and developments. Regular newsletters offer subscribers a glimpse into Nolen's creative process, alongside teasers of upcoming projects, keeping the audience engaged and anticipating future releases.

Why it worked: Email newsletters provide a direct line of communication with the audience, ensuring that fans are always up-to-date with the latest developments. This channel allows for consistent engagement, nurturing a loyal subscriber base that is likely to amplify releases through word of mouth and social media sharing.

Experimental Projects at Conferences

Nolen’s participation in events like the Recurse Center's demos and presentations at GDC 2024 helps showcase his work on a larger stage, exposing his projects to industry professionals and potential collaborators. These events offer an opportunity to receive valuable feedback and widen audience reach beyond digital platforms.

Why it worked: Conferences and events provide critical networking opportunities and exposure to audiences that might not be reached through regular online channels. Presenting unique and experimental projects at these venues sparks interest and discussion, potentially leading to collaborations and media coverage that further extend reach and engagement.

What's the pricing strategy for eieio.games?

eieio.games operates on a primarily free model with no monetization, aiming to create unmonetized, innovative interactive experiences for users to enjoy.

What were the biggest lessons learned from building eieio.games?

Embrace Constraints: Nolan discovered that adding constraints to his games led to creative user behavior, as players found ingenious ways to interact with the limited options. This approach fostered unique experiences and engagement.
Iterate and Experiment: Building numerous small games helped Nolan refine his taste and skills, teaching him about game development and what resonates with audiences. This iterative process is vital for discovering what works.
Community Engagement: Nolan's experience with 1 million checkboxes highlighted the powerful role of community. By leaning into user creativity and interaction, he turned potential chaos into collaboration.
Stay Agile and Responsive: Scaling the servers for the checkbox game required quick thinking and flexible solutions. Nolan's ability to adapt on the fly kept the project alive and improved his infrastructure skills.
Valorize Curiosity: Nolan's journey shows the value of exploring unconventional ideas. Being curious and pushing boundaries can lead to unexpected innovation and fun, reinforcing the joy in creation.

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