Yargies Games

Kenji Wellman, Founder

Montreal, Canada
Farkle from Yargies Games turns the classic dice game into a free, ad-supported mobile experience. After launching Farkle in 2023, Kenji Wellman now works full-time on his ad-supported mobile game studio Yargies Games.
Rolling the dice

Some games seek to just absolutely wow your senses, while others, they just strive to be something casually enjoyed with someone else: no drama, no blood, no explosions.

Yargies Games sits squarely in that second camp.

Born out of the imagination of Kenji Wellman, whose goal with his mobile games was rather straightforward: Not to churn out blockbuster hits. Not to jump onto the latest mobile gaming fad. No, it was simply to understand the logic behind the games themselves.

How players weigh risk versus reward.

How chance and decision-making interact.

How players decide when to push their luck, and when to back down.

He inherited that curiosity from his time studying bioinformatics, where thinking in systems is (pardon the pun) the name of the game. So it made sense that he sought to pick up coding on the side too, even though it wasn’t necessarily useful for his career. But what it did do was help him to finally scratch that itch for exploring game mechanics.

And it also stands to reason that he picked dice games to focus on first. They're straightforward. What you see is what you get. Roll, then deal with whatever happens.

Kenji’s musings (and coding) eventually came to a head in September of 2023 when he launched a mobile version of the classic dice game Farkle, where players roll six dice to accumulate points. Kenji had carefully designed it to be experienced on any smartphone.

The first version was bare bones, just enough for any Farkle fan to enjoy. You could play. You could chat. You could invite a friend.

And Kenji figured that things should be simple to start. “Honestly, I didn't think it would make any money at all,” he admits.

But then it actually did make money, and what got him was more than the revenue itself, it was realizing that people were finding the game, inviting others to play, even sticking around.

Kenji Wellman’s mobile version of the dice game Farkle lets players decide when to push their luck, all from their smartphone.
Decisions at the table

From the outside, it might look like Yargies Games made a savvy business move from day one, setting the app’s price tag to zero.

But from Kenji's perspective, it was more about accepting a basic truth about Farkle (and other games like it). You see, Farkle had to be free.

It’s a social game, best when no one has to think twice about joining, when a friend can just invite you, and there’s a healthy pool of players available at any given time.

In Kenji’s words, it’s the network effect: “There’s a big matchmaking component so you need players to be able to match with.”

And it was with the help of ads that the “free” price tag was possible in the first place.

In fact, Google AdMob was right there with Kenji when the game launched, “AdMob had all the features I was looking for such as support for Apple’s App Tracking Transparency framework, ad mediation, and rewarded videos all in one officially supported package. This made development easier and faster.”

He also launched a menu of various in-app purchases, but a majority of players have never spent a dime on those optional add-ons, a fact that doesn’t bother Kenji one bit. That’s because he can still make some money from them with the help of ads. "They monetize my non-purchasing players," he points out.

“AdMob had all the features I was looking for such as support for Apple’s App Tracking Transparency framework, ad mediation, and rewarded videos all in one officially supported package.”
Farkle from Yargies Games allows players to invite family and friends.
Letting it ride

If you were to sneak a peek at Kenji’s AdMob dashboards these days, you’d learn that ads bring in about half of Yargies Games' revenue, growing at about the same rate as in-app purchases.

But the real achievement here: the breathing room that ads affords him.

Instead of having to crank out title after title, reskin after reskin, he’s managed to stay focused on making the one game he did have better. Squashing bugs. Adding features. Analyzing gameplay.

And the cherry on top: Farkle also gave him the confidence to go all-in and focus on the business full-time, "I thought I could nurture and grow it if I dedicated all my attention to it," he says. “Releasing my own apps gives me the opportunity to not just focus on coding but also the business, design and overall vision of the app. Something that I never got to do at my day job.”

Looking ahead, Kenji wants to continue exploring the world of casual gaming and bringing people together: no barriers to joining, just sharing an experience with others.

For Kenji, ads make that kind of arrangement possible, letting people play without having to pay, inviting their friends to join them without needing to do a lot of convincing, and supporting an indie studio that’s building experiences around connection.

About the Publisher

Kenji Wellman started Yargies Games out of Montreal and has a background in bioinformatics, which might seem random until you learn that both fields essentially focus on exploring how systems work. As for Yargies Games, it specializes in games of the casual and social variety, deliberately designed to encourage people to play with one another. Kenji first released a mobile version of classic dice game Farkle in 2023, officially kicking off a free game that is powered by ads, and connection.

Kenji Wellman, founder of Yargies Games, builds casual mobile games from his home in Montreal.