Why Monetizing Games Is Hard

On the podcast, I talk with Adam Lyttle about his journey from web development to indie app success, the lessons learned from failure, and how creating apps with passion and a focus on viral trends can lead to unexpected growth. We also dive into the challenges of monetizing apps, transitioning to native development, and balancing creative projects with business goals.

Top Takeaways:

💡 Overcoming burnout through reinvention
After facing a tough personal and business setback, Adam stepped away from tech and even started a lawn-mowing business. This period away helped him regain his passion for app development by allowing space for reinvention and creativity.

📈 Volume is a form of practice

Committing to a consistent shipping schedule, even without immediate financial goals, is one of the most effective ways to accelerate skill development and build a foundation for future success.

🧩 The importance of market validation before building
Adam emphasizes the value of market research and validation before committing time to an app idea. He uses tools like Astro to assess demand for an idea, ensuring he targets the right audience for each app he creates.

💰 Monetization comes after value creation
Adam’s focus was always on creating something valuable first—for instance, his early success came from building an app that resonated with users, such as his tarot app. He later learned that monetization strategies like paywalls could take his business to the next level, driving revenue growth.

💡 Embrace AI as a tool, not a shortcut
While Adam has experimented with AI tools like ChatGPT and Sora to speed up app creation, he stresses that the key to success isn’t outsourcing creativity but using AI to enhance and streamline the process of building high-quality apps.

🎮 Craft and fun drive long-term satisfaction
 Adam’s game, "Swipe the cat," taught him a lot about balancing fun, visuals, and the viral nature of app growth. While monetization didn't take off as expected, he realized that the enjoyment of creating something delightful and playful could still drive future success and innovation.

About Adam Lyttle:

🎤 Indie App Developer and Creator of Swipe the cat

📱 Adam Lyttle is a prolific indie app developer with a passion for creating simple yet impactful mobile experiences. Based in Australia, Adam is known for developing over 30 active iOS apps, including the popular Swipe the cat game. With a background in self-taught programming, Adam transitioned from building shareware and web development to focusing on the iOS ecosystem. His journey reflects a blend of resilience, creativity, and constant learning, with a focus on user-driven design and monetization strategies.

👋 LinkedIn

🖥️ Website

👾 Github

📷 Instagram

 💭 @adamlyttleapps on X

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Episode Highlights:
[0:00] Introduction to Adam Lyttle and his journey from web development to indie app development

[2:40] The "cool table" at WWDC: How Adam connected with big names in the developer community

[4:30] The role of failure in shaping Adam’s career: From web development collapse to lawn mowing business

[7:00] Returning to tech: How Adam's lawn mowing business inspired his app development journey

[9:55] From Shareware to iOS apps: How Adam's passion for computers evolved into indie app development

[12:15] Building apps to make an impact: Adam’s drive to leave a positive legacy after his business failure

[15:03] How Adam learned app development through trial and error: Building an app every month for a year

[18:00] The early days: Adam's first successful app and how he stumbled upon the magic formula

[21:45] Moving from free apps to monetization: The turning point that boosted Adam's revenue

[23:20] Challenges of monetizing apps and the importance of app store optimization

[26:05] Breaking into SwiftUI: Adam’s transition to native development and learning new frameworks

[30:10] Creating for passion vs. profit: Adam’s balance between fun projects like Piano Run and money-making apps

[34:02] The viral Swipe the cat game: How Adam tapped into a viral TikTok trend for success

[38:10] Monetization struggles: Why Adam believes game apps are hard to make profitable

[40:15] Lessons from Swipe the cat: How Adam optimized for viral success, not just app store keywords

[43:02] The ongoing challenge of balancing creative passion with business growth

[46:00] Adam’s advice on building apps that people will care about, beyond the keyword-driven approach

[50:12] Final thoughts: The importance of learning from both successes and failures in indie app development