The Challenge
How can we create a football video game experience that goes beyond catering to casual gamers to meet the deeper needs and expectations of more dedicated or competitive players?
Goals
Increase Gross Revenue Each Release
Increase Player Acquisition
Improve Average Session Duration
Improve High Impact Features
Grow Online Community
Results
Achieved a 40% growth in gross revenue in 2023.
No. 1 trending on Steam store for sports games in 2016, 2020, 2021, and 2024
Featured in Forbes, Feb 2018
Project Details
Company: Axis Games
Role: Product Design Lead, UX Researcher, Design Systems
Length: Ongoing since 2015 (2 year Development Cycle Since 2024)
Team: 1 Designer, 1 Developer, 1 3D Artist, (Various Studio Partners)
Year: 2015-Present
A Peek Into The Discovery Process
Football games have been a lifelong passion for me, both as a player and a designer. I’ve been immersed in football video games since before I could walk, and that deep-rooted interest made this project incredibly rewarding. Designing for video games, especially in the sports genre, presents unique challenges compared to traditional B2C digital products.
Over the years, I worked closely with our online community to ensure our decisions were data-driven, helping shape a more engaging and authentic experience. I led the design of over 50 high-impact features for Axis Football’s AAA Franchise Mode, drawing inspiration from industry leaders and real-world football league operations.
As a creator who loves customization, I also spearheaded the design of the most robust in-game team creation suite on the market,offering more depth and flexibility than many AAA counterparts. This innovation significantly boosted player engagement and enhanced the core experience. As a key contributor to the game’s success, my work helped drive a 40% revenue increase in 2023.
Competitive Analysis
Card Sorting
Community Feedback
In-Game Screenshots
Team Creator, Create Mode
Personnel Transactions, Franchise Mode
Team Select, Play Now
Scorebug HUD, In-Game