BLACK DIAMOND CASINO
Role: Associate Game Designer + Game Designer
Tenure: 1+ years
Genre: Social Casino
Tools: Jira, Google Suite, Perforce, Figma, Miro
Sole Game Designer on Black Diamond Casino, full ownership of design strategy, roadmap, and execution.
Served as the sole Game Designer on Black Diamond Casino, a popular social casino title with a large active player base. Took full ownership of the game's design strategy, balancing creative direction with data-driven decision-making.
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Performance & Metrics
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Improved key KPIs quarter-over-quarter: ARPDAU +39%, Buyer% +11%, Spinner% +6%, Spins/Spinner +11%, Installs +12%
Leadership
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Mentored and managed a design intern, fostering their growth and aligning output to product needs
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Live Ops & Monetisation
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Planned and executed the Slot Machine roadmap, building themes, mechanics, and narratives to boost engagement and monetisation
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Designed and launched live ops features and CRM events focused on driving monetisation, retention, and player engagement
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Enhanced ASO content, social media assets, and in-game copywriting to support broader marketing goals
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Research & Strategy
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Conducted in-depth competitor analysis and player persona studies to inform feature prioritisation and UX improvements​
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The Design Challenge
Owning a live social casino title solo meant every design decision, from slot themes to event timing, had a direct and measurable impact on revenue. The challenge was balancing short-term monetisation goals with long-term player retention, ensuring events felt rewarding rather than extractive. This pushed me to develop a strong data literacy alongside my design instincts, reviewing KPIs every quarter and iterating rapidly based on what the numbers were telling me.