Product Madness — Big Fish Casino & Jackpot Magic Slots

Game Night

A recurring Live Ops feature where players collect dice rolls to progress through themed boards. I owned art direction across the event suite — defining the visual language in the mood board, leading iteration on board art and pop-up screens, and shipping the final assets. Below is the working process: mood board, exploration, feedback rounds, and final.

Spin for Unlimited Chests & Keep the Fun Going

A program of recurring in-game features designed to drive engagement, monetisation, and Live Ops calendar alignment across multiple titles. I led art direction across the suite — defining the visual language, owning the design system that ties pop-ups, slot machine art, and event UI together, and partnering with Product, GameOps, and UX to scope each feature from concept through to live deployment.

Below is the working process across two example features: the Spin for Unlimited Chests machine event and the Keep the Fun Going retention pop-up. Material includes hero key art, design system references, payer/non-payer variants, in-flight feedback, and final shipped assets.

Mission Tray Redesign

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.

Frenzy Challenge

A multi-day Live Ops mission system where players complete escalating challenges across slot titles to unlock progressive rewards. I led the visual identity from logo through to UI, partnering with GameOps and Product to design a system that scales: a single template that supports rotating challenge content without bespoke art for every event.

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

Halloween & Winter variants

Once the Frenzy Challenge template was established, the system was designed to support seasonal reskins 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.

Puzzle illustrations

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

Elite Jackpot — discovery & onboarding

Designed the discovery layer for the Elite Jackpot revamp — an intro tooltip that surfaces the feature on first session, a contextual info popup that explains how the jackpot qualifies and pays out, and a typography system that holds the entire EJP tooltip family together visually.

Elite Jackpot — in-play feedback

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.

Elite Jackpot — win moments

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.

Seasonal sales — promotional system

Owned art direction across the seasonal sales calendar — a system of preview banners, in-app popups, and game-board moments that scaled across holiday themes. Each event reuses the same promotional structure with bespoke seasonal artwork: Cinco de Mayo, Mother's Day, Father's Day, the American Summer Sale, and 4th of July.

Treasures — themed mission system

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.

Themed missions — seasonal art

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.