Smore Games
Oshion Niemela, Founder
Utah
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How a passion for puzzles turned into a growing mobile game studio
Founded in 2017 by self-taught game developer Oshion Niemela, Utah-based Smore Games builds relaxing, accessible word and puzzle games that have reached hundreds of thousands of players. Supported by Google AdMob, the one-person studio has built a sustainable business while keeping its games free to download and play.
From childhood mazes to mobile games
Oshion Niemela has always loved games, puzzles, and creating things. Growing up, he enjoyed Nintendo consoles, board games, and brainteasers of all kinds. He also liked making things of his own, from arts-and-crafts projects to hand-drawn mazes for friends and family to solve.
In high school, a basic programming class introduced him to coding, and he experimented with making a few simple programs at home, including small interactive button-clicking games.
While studying computer science in college, Oshion’s interest in technology grew, and he felt pulled to build something of his own. After discovering the Unity game engine, he shifted his focus to learning game development through tutorials and launched his independent studio, Smore Games, in 2017.
His first title, Word Winner, debuted in 2018. Getting that first game onto the iOS App Store and Google Play was a massive milestone.
"Just getting my first app in there for me was an achievement," Oshion recalls. Even more rewarding was seeing players stick around.
Soon, he began seeing loyal players return to his word games not just for weeks, but for months and even years. It was a meaningful sign that people were finding lasting value in something he had built.
A recipe for sustainable growth
From the beginning, Oshion saw free-to-download as the best way to reach users. As both a player and developer, he understood that upfront costs can make people less likely to try a new mobile game.
To keep his games accessible while building a viable business, Oshion integrated Google AdMob immediately upon releasing Word Winner.
The decision was a game-changer. Today, ad revenue represents 55% to 60% of his total business income.
“Ads have played a major role in helping my business grow sustainably over time,” Oshion explains. “Since my games are free-to-play, advertising has provided a scalable revenue stream that allowed me to continue investing in new features, live updates, and long-term game support.”
And Oshion has no plans of changing course anytime soon.
“Over time, what has kept me using AdMob has been the combination of mediation, analytics, bidding, and ease of management. Having monetization tools closely connected with analytics and user data made it much easier to iterate and improve my games,” he adds. “I also appreciate how streamlined the payment and reporting systems are.”
Beyond prompt payouts, it also helps Oshion bridge the gap for users who might never make an in-app purchase. For example, players can watch rewarded ads to earn free coins or hints.
"It's like a win-win," Oshion says. "I like that an ad-supported model gives players flexibility in how they engage. Players can enjoy the game for free, while optional rewarded ads can provide extra hints, boosters, or progression without forcing purchases.”
However, the road to sustainability wasn’t always smooth. In the early years, Oshion tested countless ideas, refined his games through player feedback and analytics, and kept searching for ways to stand out in a crowded mobile games market.
Over time, that persistence began to pay off. Downloads increased, player retention improved, and Smore Games became a business that could support long-term development.
“Over time, what has kept me using AdMob has been the combination of mediation, analytics, bidding, and ease of management. Having monetization tools closely connected with analytics and user data made it much easier to iterate and improve my games. I also appreciate how streamlined the payment and reporting systems are.”
Smart tools and a sweet future
The turning point that sparked a major surge in revenue and engagement came about two to three years ago, when Oshion began using a suite of advanced developer tools.
By leveraging Firebase Analytics, Remote Config, and A/B testing, he began adjusting game variables on the fly to optimize level difficulty and improve player retention without needing constant app store updates. He also integrated Google BigQuery for deep, custom data analysis.
To run his studio efficiently as a solo developer, Oshion uses AI tools like Google Gemini as a coding, analytics, and workflow assistant. He uses AI to write SQL queries, help with complex programming problems, analyze game data, and explore ways to improve ad campaigns, level progression, and monetization systems.
He sees these tools as a way to extend what he can do as a solo developer, allowing him to move faster across coding, analytics, and marketing while the studio continues to grow.
For other indie developers starting out, Oshion recommends finding a balance between passion and pragmatism.
"You have to do something that you believe in and are passionate about, because you will have rocky roads," he advises. "But you also have to do enough research where there's a good probability that it could work out.”
Backed by AdMob and a suite of smart tools, Oshion is excited to keep refining his puzzle games and releasing fun new titles for Smore Games in the years to come.
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