18+ years designing games, from console action to mobile F2P in some of the most competitive genres in the market. I've shipped titles that earned over $100M, led design teams, and built retention, monetization and engagement systems from the ground up.
At PeopleFun I've helped lead a shift in how we make games: the team owns the full funnel, from the ad and the store page through the core loop and monetization. New games needed ads and store pages to test with, so I took that on myself, making video ads, playables and store art with AI tools and hitting CPIs of $1.25 to $4.00 on word and puzzle prototypes.
Word Snap! Merge was the first big test. I was one of the first designers at the studio to pitch my own game and own all of it, start to finish: solo, from a 70-hour prototype to soft launch in six weeks of full-time work. It became one of the first games to guide how the studio would transform its processes with AI. The tools have moved fast since, and today I release full games in three to four weeks.
I think the craft is heading back to something like the garage days: game developers with a passion for pushing boundaries, carrying a whole production with AI tools, and the right teammates plugging in at the right moments.
