WILLY WONKA AND THE CHOCOLATE FACTORY SLOTS
Role: Associate Game Designer + Game Designer
Tenure: 3+ years
Genre: Social Casino
Tools: Jira, Google Suite, Perforce, Figma, Miro, GitHub
​Grew from designing individual slot themes to owning live ops strategy across a major licensed social casino title, including integrating a Hollywood IP into the game experience.
Live Ops & Monetisation
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Designed and managed daily CRM events, monetisation-focused live ops features, and seasonal content to sustain player interest and boost revenue
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Enhanced ASO strategies, in-game copywriting, and social media content to align with product goals
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Took end-to-end ownership of major projects, gaining deep exposure to both the business and creative sides of the social slots industry
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​IP Integration
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Played a pivotal role in integrating the Wonka movie content into the game, orchestrated it as a cross-promotional opportunity that aligned brand storytelling across both the film and the game
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Translated the new Wonka movie into slot mechanics, live events, and thematic content while maintaining gameplay integrity
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Research & Strategy
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Conducted deep competitor research and player persona studies to shape features and promotional initiatives
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Collaborated closely with Product Managers and Analysts to craft data-driven designs and feature optimisations
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The Design Challenge
Working on a licensed title meant navigating two sets of constraints simultaneously: the game's existing player expectations and the IP owner's brand guidelines. The Wonka integration in particular required translating cinematic storytelling into slot mechanics that felt authentic to both the film and the game's social casino format. The bigger long-term challenge was sustaining engagement on a mature live title: with an established playerbase, every new event had to feel fresh without disrupting the economy or alienating loyal players.