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Heardle Decades

How Martin Snelling Turned Viral Games into a Revenue Stream with Playwire

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200,000+

Daily Active Users

Martin's portfolio of games attracts over 200,000 daily active users, demonstrating strong engagement and loyal players.

7-8 Mins

Average Engagement

Players spend an impressive 7-8 minutes on average engaging with Martin's games, creating prime opportunities for non-intrusive monetization.

8 Million

Monthly Visitors

With approximately 8 million monthly visitors generating 12 million impressions, Martin's games deliver substantial reach for advertisers.

About Martin Snelling

Martin created a portfolio of popular online games, including a viral Heardle clone, during the COVID-19 lockdown period. With a background in PR and marketing, Martin was able to leverage his expertise to gain traction for his games, which quickly grew in popularity. What started as a fun project has evolved into a significant online presence with millions of monthly visitors across multiple game websites.

Balancing Player Experience with Monetization

Despite the growing popularity of his games, Martin was initially hesitant to introduce advertising. His primary motivation wasn't financial gain but rather creating enjoyable experiences for players. After running ad-free games for about a year, he reconsidered his approach.

“I didn't create these games for the money, I did it because they were fun and people enjoyed playing them. When Playwire reached out, I realized there was an opportunity to support the time I was investing while maintaining the player experience.”

Martin Snelling

Owner and Game Developer

For Martin, the decision to implement advertising came with a clear boundary: ads could not interfere with gameplay or diminish the player experience. The value of monetization had to be balanced with maintaining player satisfaction.

Finding the Right Implementation

Martin initially tested ads on his main landing page before looking to implement them within each individual game. As someone without a coding background, technical implementation posed a significant challenge.

“The Playwire Technical Solutions Team was instrumental in getting ads implemented into the games. As someone who isn't a coder, their expertise made what seemed impossible feel seamless, allowing me to focus on what I do best—creating engaging games.”

Martin Snelling

Owner and Game Developer

The Playwire technical team worked closely with Martin to integrate ads that would generate revenue without disrupting gameplay—finding that delicate balance between monetization and user experience that's often elusive in the gaming space.

Strategic Ad Placement

For Martin, the location and behavior of ads were critical considerations. His non-negotiable requirements included:

  • No ads that forced players to wait before accessing games
  • No obstructive ads requiring closure to continue gameplay
  • Ads that remain visible without interfering with game mechanics

This strategic approach to ad placement has allowed Martin to maintain player satisfaction while generating significant revenue—proving that with the right implementation, monetization and user experience can successfully coexist.

“The key to successful monetization is ensuring ads enhance rather than interrupt the experience. We've positioned our ads to be visible without forcing players to sit through videos or navigate around obstructions—they're present but never interfere with what matters most: the gameplay.”

Martin Snelling

Owner and Game Developer

Exceeding Revenue Expectations

After implementing Playwire's monetization solution, Martin found that the revenue stream substantially exceeded his initial expectations. Despite receiving regular solicitations from competing ad networks, he's chosen to remain with Playwire for several compelling reasons:

  • Consistent performance of ad units
  • Higher-than-expected revenue generation
  • Quality of ads displayed across his games
  • Responsive account management support
  • Robust analytics and reporting tools

“The revenue has consistently exceeded my expectations. Despite weekly outreach from competing networks, I've remained with Playwire because they've proven time and again that their solution simply works.”

Martin Snelling

Owner and Game Developer

Leveraging Analytics for Strategic Decisions

The reporting capabilities within the Playwire platform have become an integral part of Martin's daily routine. By regularly logging into the backend system, he's able to:

  • Track performance metrics across different games
  • Identify potential issues before they impact revenue
  • Make data-driven decisions about which games to promote
  • Optimize site layout based on performance data

“Playwire's reporting tools have become essential to my business strategy. I check the analytics daily to identify my best-performing games, which informs everything from homepage placement to promotional focus. Having that data at my fingertips has transformed how I make decisions.”

Martin Snelling

Owner and Game Developer

The Results: Prime Engaged Real Estate for Advertisers

Today, Martin's portfolio delivers impressive metrics that create significant value for both his business and advertising partners:

  • Over 200,000 daily active users
  • Approximately 12 million monthly impressions
  • 8 million visitors per month
  • 7-8 minute average engagement time

The most successful ad units have been mobile leaderboards and medium rectangles placed prominently within the games themselves. These placements deliver what Martin aptly describes as "prime real estate" for advertisers—capturing highly engaged player attention without disrupting the experience.

“Our games create the perfect environment for advertisers—players spend an average of 7-8 minutes fully engaged, with ads positioned front and center. You can't scroll past them or ignore them—it's literally prime real estate for brands looking to make an impression.”

Martin Snelling

Owner and Game Developer

For developers and publishers looking to monetize content without sacrificing user engagement, Martin's experience demonstrates that with the right partner, it's possible to achieve both objectives simultaneously.

“Working with Playwire has allowed me to focus on what I love—creating games people enjoy—while generating revenue that exceeds my expectations. The quality of ads, the performance of the platform, and the support from my account manager have made this partnership invaluable to my business.”

Martin Snelling

Owner and Game Developer

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