Big Fish Casino & Jackpot Magic Slots

At Product Madness, I worked at the heart of the live ops calendar across multiple live F2P titles — delivering recurring events, monetisation features, and seasonal content on a relentless cadence. I led end-to-end feature delivery from concept and UX flows through key art, 2D asset creation, and implementation specs, with decisions informed by player feedback and iterated through live release cycles. I also owned 2D art direction and style consistency across titles, and led several title redesigns — complex cross-functional initiatives delivered in close partnership with Art Leads, UX, Product, and Game Ops.

Alongside strategic direction, I remained hands-on in production, delivering high-quality 2D assets including readable gameplay visuals, characters, environments, icons, and UI. I scaled the art team from 2 to 9 specialists across Tech Art, Animation, Graphic Design, and Illustration — hiring, onboarding, mentoring, and establishing review cadence and growth plans.

A recurring live ops event where players collect dice rolls to progress through themed boards. The goal: a repeatable engagement beat that could return to the calendar again and again without bespoke rebuilds. The mechanic: dice-roll progression across themed boards, feeding on play sessions. I owned the event suite end to end — defining the visual language in the mood board, leading iteration on board art and pop-up screens through feedback rounds, and shipping the final assets. The result: a templated event that re-runs across the calendar with fresh themes.

Below is the working process: mood board, exploration, feedback rounds, and final.

A program of recurring in-game features designed to drive engagement, monetisation, and live ops calendar alignment across multiple titles. Each feature had a defined goal — Spin for Unlimited Chests as a machine-event spend driver, Keep the Fun Going as a retention pop-up — with payer and non-payer variants designed per segment. I led the suite from concept through to live deployment, partnering with Product, Game Ops, and UX to scope each feature, and owning the design system that ties pop-ups, slot machine art, and event UI together.

Below is the working process across the two features: hero key art, design system references, payer/non-payer variants, in-flight feedback, and final shipped assets.

A multi-day live ops mission system where players complete escalating challenges across slot titles to unlock progressive rewards. The design problem: the live ops calendar needed a mission event that could re-run constantly without bespoke art for every event. The answer was a system built to scale — a single template (intro → in-progress → reward → completion) that supports rotating challenge content. I led the visual identity from logo through to UI, partnering with Game Ops and Product.

Below: logo development, wireframes for the mission flow, and final in-game UI states across the host, progress tray, and "You Did It" reward moment.

The payoff of designing Frenzy Challenge as a system: seasonal reskins ship without rebuilding the underlying UI — only the host character, background, frame ornaments, and palette change. Below: Halloween and Winter variants of the same mission flow, demonstrating how the template scales across the live ops calendar while preserving readability of progress, rewards, and CTAs.

A revamp of a live monetisation feature, designed as a full player journey. This first stage solves discovery: an intro tooltip surfaces the feature on first session, a contextual info popup explains how the jackpot qualifies and pays out, and a typography system holds the entire tooltip family together visually — so a complex mechanic reads clearly in seconds.

Once a player is inside the experience, the tooltip system communicates state in real time. The bet-qualifying indicator confirms when the current spin is eligible, and two expiry variants — one minute and thirty seconds — escalate urgency as the event window closes. Clear state feedback is what keeps a time-limited monetisation mechanic feeling fair rather than confusing.

The headline moment. Art-directed the win popup across two titles — Big Fish Casino and Jackpot Magic Slots — keeping the structural rhythm shared while letting each game's visual identity lead. The end-of-event tooltip closes the loop after the celebration.

The seasonal sales calendar, treated as a system rather than a series of one-offs: preview banners, in-app popups, and game-board moments that reuse the same promotional structure with bespoke seasonal artwork. Owning it this way meant every event — Cinco de Mayo, Mother's Day, Father's Day, the American Summer Sale, 4th of July — shipped on schedule against the live ops calendar without reinventing the flow each time.

Owned art direction on Treasures — a slot mission system built to support themed reskins across the live ops calendar. The same underlying mechanic carries an Arabian original, a Harvest fall variant, and a Japan calendar event, each rebuilt around bespoke characters, environments, and palette — fresh content for players, one system for the team.

Themed mission art across the live ops calendar — Halloween (Bats), Hanukkah, and New Year. Each event ships a coordinated set of preview banner, popup, in-game UI, and social/share moments built around a single seasonal concept.

The original flow used redundant pop-ups every time a player triggered a slot mission, causing notification fatigue and lobby clutter. I led a redesign that consolidated mission feedback into a single contextual tray on the slot itself, animated across four states.

Selection of in-game puzzle illustrations created across the Product Madness portfolio, including holiday-themed sets.