A Copywriter’s Blog
Don’t wait Ben Levy 17, June

The thing I’ve found with side-projects is that you can’t sit on them. If you don’t strike while the iron’s hot, get a jump on them, or make the most of some other crappy cliche, you wind up finding your old notes like 4 years later and going “oh yeah, that would have been cool.”

About a year ago, someone told me I should make a mobile game based on the dick book. I laughed. “How would I even make a game out of that?” I said, “It would have to be something like 20 different bras you would need to open, each with a different clasp that would basically be a puzzle. And for each bra you unlocked, you’d get a free chapter of the book.”

There was an uncomfortable silence. My friend was staring at me with a slightly open mouth.

“Look- no,” I began, “I haven’t even finished the first mobile game I started, and this one isn’t…I mean, sure it would be easier to build but…-”

He was still staring at me.


I got excited about it, but I didn’t move on it. I came up with all sorts of reasons not to. I couldn’t decide how best to display the book pages. I wasn’t absolutely sure it would work. I’m not a programmer. How could I make the puzzles intuitive but still hard enough to be entertaining? Would anyone ever play it?

A year later, it’s made.

Oh, not by me. No. You see, I was too busy asking myself stupid questions. The game that was made is called 100 Floors. The puzzles are elevators, not bras, and you have unlock one floor to move to the next. Many are not particularly intuitive. Your only reward is moving on to the next one. And for a week it was the most popular free game in the android store.


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