The Waffle Game Creator's Story: Turning Down Life-Changing Offers to Stay Independent

When I was given the opportunity to interview James Robinson, the mastermind behind the Wordle-like browser game Waffle, I was not particularly excited. Following Wordle's massive success, numerous similar games emerged, including Quordle, Factle, and Heardle, making Waffle just another addition to the list. However, upon learning about Robinson's partnership with Amazon, which provides Prime subscribers with an exclusive daily Waffle game, my interest was piqued. As a solo developer based in Portsmouth, UK, Robinson's achievement was noteworthy. Facing a delayed train, I decided to try out the game and found myself engrossed, playing nearly 100 games in two hours. My wife, an avid Wordle fan, had already exhausted the entire Waffle archive, which further sparked my curiosity. Waffle requires players to rearrange letters to form six five-letter words within a grid resembling a waffle, with 15 turns to complete the task. Unlike Wordle, success in Waffle is largely dependent on skill rather than luck. According to Robinson, the idea for Waffle stemmed from his desire to create a game that differed from Wordle. 'I was doing the dishes and thought about how Wordle could be transformed into a game with a distinct dimension,' he explains. 'With Wordle, achieving the top score often involves luck, which isn't my type of game.' Robinson initially experimented with a four-by-four grid but found it too challenging. He then developed a five-by-five grid with gaps, making it more accessible. After sharing the game with friends and receiving positive feedback, he decided to launch it online. Robinson's passion for game development began at a young age, with his father teaching him how to create games on the Commodore 64. He even developed a simple dodging game on a Psion handheld device in school, which became a hit among his peers. Despite his programming career taking him into web development, Robinson always dreamed of creating games. He would often jot down ideas and make New Year's resolutions to develop a game, but never followed through. 'I would get so far, but then not complete it,' he admits. 'I thought I needed to learn Unity or something to create a game.' However, after being inspired by Wordle creator Josh Wardle's podcast, where he discussed the importance of quickly releasing a game rather than perfecting it, Robinson decided to take the plunge. Waffle's daily game is largely automated, with Robinson and his wife spending their evenings crafting amusing descriptions for the words that appear in each game. 'That's a rod for our own backs now,' he jokes. 'We have to spend every evening thinking of funny things to say about whatever word we have coming up.' In addition to the daily Waffle, there is also a more challenging weekly 'Waffle Deluxe' for seasoned players. The game's success can be attributed to its organic spread, with features on PCGamer.com, CNET, and Lifehacker, as well as mentions on podcasts and Twitch streams. Robinson's Twitter account caught the attention of Amazon, which led to the creation of an exclusive 'third' Waffle game, Waffle Royale, for Prime users in the US and Canada. Waffle Royale is more challenging than the daily game but less difficult than the deluxe version, with a diamond-shaped grid. The Amazon partnership is one of several ways Robinson has monetized Waffle, which also accepts donations and generates revenue through advertising. Future plans include the development of a standalone app, created by Lively, a Leamington Spa-based studio owned by Keywords. Despite receiving lucrative offers to buy Waffle outright, Robinson chose to maintain its independence. 'I've had a lot of offers,' he reveals. 'One of them was a life-changing amount of money. I could have done that and finished it there. But I've always wanted to make more games, and if I was to sell it, I wouldn't have that platform to make more.' Robinson's decision to keep Waffle independent has allowed him to pursue his passion for game development, and he is currently working on new ideas. 'I'm learning about the industry,' he says. 'I'm already working on other ideas, all small, and I like getting to the heart of what makes a small, fun game.'