Nickel Buddy

Michael Barnes, Founder

North Carolina
Michael Barnes founder of Nickel Buddy, LLC develops free-to-play games like Cribbage Club, supported by advertising through Google AdMob. Indie game studio Nickel Buddy, LLC makes free-to-play mobile versions of such classic card games as Cribbage Club, Solitaire, and Spades.
From space to spades

There Michael Barnes was, this precocious middle school kid with a Commodore 64 in tow, and an urge to see what was inside, to understand what made it tick.

“I’ve been programming computers since… middle school,” Michael reflected.

Even so, the goalposts had already been set.

“I had two big dreams as a kid. One was to work at NASA, the other was to make computer games,” he said. “And I’ve been very fortunate… I’ve been able to do both.”

NASA came first. Michael managed to snag a front-row seat to space exploration by way of his first love: computer science, starting out as an intern, and then eventually landing a full-time gig there.

He still sounds a little amazed when he rattles off all the projects he’s worked on: “Aeroacoustics research, supercomputers, giant wind tunnels, even a Space Station project… it was all a dream to me and I loved every minute of it.”

But that second dream of his still tugged at him. You might even say, it had a gravity of its own.

Not to mention, good timing as well. After getting married, Michael and his wife, whom he had met at NASA, had wanted to put down roots on the East Coast, to be closer to family.

Right around the same time, a role at this gaming startup entered Michael’s orbit. “It was hard to leave NASA,” he said, “but it was a great opportunity to try something different.”

But that “something different” came with turbulence of its own… the kind that only startups can deliver, in the form of sudden pivots and markets turning on a dime.

In Michael’s case, the rug got pulled from underneath him shortly after his son Nicholas was born. He was laid off in the early 2000s, when the startup he was working for ran out of money, another casualty of the dot-com-bubble bursting.

The timing, though, still turned out alright.

Here's Nicholas as a baby, whose nickname “Nickel Buddy” inspired the name for Michael Barnes’ game studio.
Course correction

While he was figuring out his next career move (and being the best new dad he could be), Michael kept himself busy with a few programming projects. There was this simple hangman game, for one. And two, he discovered this whole marketplace for apps. And that's when it clicked for him: he was going to sell “tiny” apps there.

Back then, “apps” weren’t the glitz and glamour that we know of today. All you had to work with on those early 2000s phones were these tiny screens, and these impossible limits. Basically, you had to build small, and you had to be efficient.

But Michael loved that about them. In fact, for him, it was a kind of puzzle that only a NASA alum could appreciate: how do you make something functional (and fun), with almost no room to spare?

Michael, practically giddy from the possibility of cornering the market for tiny apps, picked up Nicholas, still bleary-eyed from his afternoon nap, and asked a question that was half in jest: “What do you think, my little Nickel Buddy, should I try selling apps?” using the nickname he’d been calling his son.

And so, Nickel Buddy, LLC was born.

In the beginning, Michael did what most mobile developers did back then: he charged his users a one-time fee up front, even if it was a multi-player game that worked best with a big, active player base. “10 bucks, five bucks, whatever,” Michael recounted.

But pretty quickly, Michael realized that the deal was not in his favor.

“People would pay once upfront, and expect updates and support forever after that,” he explained. Not only that, but you’re also asking people to pay before they’ve even played. “Convincing people to spend money without even trying a game was a tough sell.”

And then the market pivoted, yet again.

Everyone started making titles free-to-play, but Michael hesitated. “I was nervous to transition to ad-supported early on; it wasn’t clear that it was a better way to go,” he said.

But he couldn’t ignore the upside either. “It’s so important to lower the barrier to entry and onboard as many people as possible,” he said, thinking of all his multiplayer card games. “The ad-supported business model is the best way to get people to start playing.”

Then, when it came time to pick an ad provider to partner with, Michael went with AdMob. In his words, it had the “biggest reach.” He liked the basics of it too: “it’s easy to use,” and the integration felt straightforward.

But in his mind, ads also encouraged developers like himself to enter into a longer-term dynamic with players.

“One of the nice things about advertising is if you can keep that customer for a long time, you get more recurring revenue,” he explained. “As a developer, I’m then incentivized to continually add more features.”

That’s the essence of the ad-based business model: players can try something out for free, and the creator has a steady means to fund improvements over time.

“One of the nice things about advertising is if you can keep that customer for a long time, you get more recurring revenue. As a developer, I’m then incentivized to continually add more features.”
Cribbage Club, a modern take on the timeless game of cribbage, designed to be played by anyone for free, with the help of ads
Staying the course

Michael’s games, Solitaire, Spades, and Cribbage to name a few, are built for exactly that kind of player-to-dev relationship.

His most popular title, Cribbage Club, has reached heights even he didn’t anticipate. “Honestly, I didn’t really expect it to get as popular as it did,” he said.

During COVID, people wrote to Michael, saying that Cribbage Club helped them play with family while sheltering in place. “It was a way for people to stay connected during a lonely, scary time,” he remembered.

Beyond that, the messages also intimated something else that was sentimental.

“Sometimes people write to tell how playing Cribbage reminds them of when they used to play with their Grampa or their Dad,” he said. “It’s more than just an app for some people.”

These days, Michael’s still running Nickel Buddy by himself. “I do everything but the art,” he said. And revenue-wise, the ad model is still most of what his business makes, with a small slice coming from in-app purchases (mostly for aesthetic upgrades).

So what does a NASA engineer, turned dad, turned game-developer do for an encore?

“My problem is I have more ideas than time,” he laughed. He wants to keep supporting what he’s built, to keep building when he can, and to keep chasing the feeling he got from that very first Commodore 64: make something small that everyone can enjoy.

About the Publisher

Michael Barnes is the founder of Nickel Buddy, LLC, an indie game studio known for its library of classic card games: Cribbage Club, Solitaire, Spades Brigade. A programmer before he could even drive, and a former NASA engineer who’s worked in the world’s largest wind tunnel and even the International Space Station, Michael has basically spent his entire career circling around the same problem, just in different sizes: how to make systems work under hard constraints. So it only made sense that the early mobile era suited him so: tiny apps, tiny screens, tiny memory, yet somehow, there’s still enough room to ship something delightful. With support from advertising through Google AdMob, he’s been able to keep his games free-to-play as he continues to improve things for a long-term community of players.

Michael Barnes, former NASA engineer turned indie developer, is the one-man-band behind Nickel Buddy’s classic card games.