Snowboard
For Brainrots
Experience — Roblox
Visits
4m+
Team
5
Concept to Release
6 Days
Role
Game Director
Game Loop
1.Snowboard out and grab Brainrots
2.Bring Brainrots to base earning $/sec
3.Spend money to go faster and jump higher
4.Reaching higher areas has rarer Brainrots
The Product
Simple on Purpose
The game itself is straightforward — ride, collect, bank, upgrade, go higher, with tricks on top for flair. Six days and five people doesn't buy you novelty, and it didn't need to. The genre already works.
The time went somewhere else. In Analytics
Testing With Live Results
I was in the stats every day looking at how to grow them. Seven-day retention, most clickable icon, average spend, higher Avg. play session — whichever one we wanted to move, the answer was in the data.
I've learned to move fast on what it tells you. Older projects taught me what it costs to sit on a change you can already see is needed — so with this project I made them daily.
Rewards
Timed rewards were a deliberate lever for playtime. Put something a player wants on a clock and they stay for it — down to the reward menu on the exit screen, catching someone on the way out with a reason to give it a few more minutes.
Launch/Algorithm
We Spent Too Early
Snowboard's numbers were strong out of the gate, so we pushed paid spend at it straight away. It didn't do what we wanted. The organic signal hadn't formed yet, so the spend had nothing to amplify.
Here's The Solution
Let the game build an organic window first, so discovery reads the game on its own merits. Then spend — at a specific size, at a specific point — once the signal is real.
Daily updates underneath all of it. This ranges from small changes all the way to updates but they serve the same purpose. Show the algorithm that the game is alive and growing.
Lessons & Learns
What Snowboard Taught Me
Let it breathe before you spend
Allow for organic traffic to come to the game before throttling spend.
Scope is a series of no's
Six days works only if you decide what the game is on day one, refuse everything that isn't it, and never let five people wait on each other. Nothing shipped that the loop didn't need.