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Systems and Content Designer

My Work and Ownerships

Sticker Album Rework (Permanent Feature)

I was the principal game designer on the Sticker Album Rework. This was a re-creation of the old sticker album system found in the game for more than 15 years.

  • ​​The rework received overwhelmingly positive feedback from the player base and it helped stabilize the consumable economy. 

  • It also brought more functionality to the sticker album, adding a progression and rewards system to the mechanic.

The Sticker Album Rework was a feature players frequently requested. The update allowed players to use stickers to acquire permanent buffs.

The players could also upgrade their stickers with Upgrade Tokens. Higher tier stickers could be pasted in higher value albums which provided more powerful buffs and rewards.
 

The two main objectives of the system were: 
 
Curve consumable inflation from in-game economy

Any 15 year old game will suffer from some item inflation so it's important to introduce new consumable variety and sinks to the game.

Stickers required GLUE to be pasted which was a new item. We also added upgrade tokens which allow players to upgrade individual stickers, and Vending Machine Tokens to be used to get old stickers.

The addition of these three new consumables allowed us more variety when handing out rewards during events, relieving the consumable economy.

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Bringing newer players up to speed with their stickers

Since stickers were a limited-time items players could get from events, it was important those who hadn't a chance to get them on their initial release to be able to do so now that they had gameplay value. Therefore, we created a Sticker Vending Machine.

This machine allows players to get stickers they do not own by paying with vending tokens. The machine automatically detects which stickers the player is missing, and randomly give one to the player.

Halloween Monster Hunt (Seasonal Event)

I was the principal game designer on the Halloween Monster Hunt. This is the first new event created after a hiatus of new content.
 

  • It achieved and surpassed its participation and revenue expectations, and it's still used today as a regular event.

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Differentiating ourselves through new mechanics

During brainstorming, it was agreed the new event couldn't just be a re-skin of a regular Match-3 game, it had to bring something new. That's why I came up with two new mechanics which gave Match-3 a fresh take.
 

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A new way to get more points 

Match-3 game usually have great game feel. Creating combos should feel like something special each time the player manages to do it. For this reason, I added a new way to create score multipliers every time the player manages to create a shape with their matches.

Depending on how many symbols were within the shape, the link would get a score multiplier, and a very satifying POP making the game much more fun to play.

The Results

With these 2 new additions, the minigame was a success. Receiving overwhelmingly positive feedback from players for its fresh spin on a known mechanic, and surpassing all of our participation and revenue targets, becoming a regular event that is still used today.

The Halloween Monster Hunt minigame is Farmerama's take on the classic Match-3 mechanic.

Our main objective was to start introducing new content which was not being done for more than a year. We wanted to pick a well known mechanic and have a creative spin on it.
 

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Reducing Randomness Through Symbol Inventory

Farmerama players hate randomness and Match-3  game have quite a lot of it.  That's why I added  Symbol  inventory which would get filled up when players popped a certain amount of symbols.

Every symbol in the inventory could then be put back on the game board to create longer matches and get multipliers. 

This resulted in no complaints from players about randomness, and new way to play Match- 3s

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Doorbuster Deals (Sale)

I was the principal game designer on Doorbuster Deals a sale concept for black Friday still used today.
 

  • The sale generated more than double its expected revenue.

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The Doorbuster Deals sale, originated with the objective of making the Black Friday Sale something more memorable and profitable.

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Creating new for each Black Friday was something that had been done for many years so this time we wanted to make the player feel like they got more than what they were paying for, making the deal irresistible.

Giving the player more than what they pay for









The setup of the sale is simple: Give the player a bonus free package of their choice after each purchase of one of the pay packages. The sale had 5 sequential pay packages, each offering a choice between 2 bonus packages (10 in total). 
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This resulted on this sale generating more than any of our previous Black Friday Sales of the past 3 years.

The best part is that the content inside those bonus packages wasn't even that crazy. Only 2 of the 10 bonus packages had strong items, making the sale light on the item economy.

This set up is now regularly used for different sales due to its effectiveness.

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LiveOps

I was also involved on the daily business to keep Farmerama working.

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  • I was regularly in charge of: 

    • Fixing live bugs.​​​

      • Live Re-balance of features or events.

      • Come up with solutions to any problems that may arise while an event or feature is live.​

    • Feature and event post-mortems.

      • Document revenue and KPIs, and come up with conclusions or suggestions to tackle particular pain points of content in the future.

    • Provide in regular feedback for concepts from other designers.

      • Testing of other's work find any issues and provide appropriate feedback.

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