Grow the game without growing the overhead
Limited engagements: senior craft for the weeks that matter — without a permanent seat on the org chart. Humble, focused, ready to jump into the problem.
Blog
Notes on live games
Written for people who ship — not as a brochure. These posts are how we think about player value, the live minute, and the work that keeps both the player and the business healthy. If they help you run a better title, good. If they sound like how you’d want a partner to think, that’s the point.
Player value
Live product
Measure · Retain · Monetise
Partnership on a live title — not extra tickets
What good product partnership looks like while the game is live: product, live ops, analytics, talent — and capability left behind.
Why game product is different
Generic PM playbooks break under seasons, soft currency, and multi-year retention. What loop ownership actually means.
Measure. Retain. Monetise.
Three questions that cut through dashboard noise — and keep product and finance in the same conversation.
AFITMRR™: seven lenses on player value
Why “active” hides trade-offs — and how Attention through Resilience changes what you ship next.
How AFITMRR™ grouping happened
Why we work populations by principle — and how deep you take that understanding is your choice.
How we select segments
Principle-led populations that force a decision — from shared language to live operating cadence.
Data conscientiousness
Privacy-first by design: work the meat of the data with principles — populations, signal, dynamic systems.
Truth Mirror and causation
From events to health: mapping principles, shared language, and not fooling yourself with correlation.
Honesty-check your F2P year
DAU, ARPDAU, retention, burn — when the year only works with miracles, you have a product plan problem.
Sources, sinks, and fair tension
Soft currency is product design. How to pressure-test the loop before live does it for you.
Practice populations before the warehouse is ready
Synthetic lifecycle data for AFITMRR™-led population thinking — rehearse before live data is clean.
If this is how you want to work
We partner hands-on on product, live ops, analytics, and talent — so player value and business value hold in the minutes that matter.