With your team
Product partnership
Senior craft on loop, economy, live plan, and talent — for titles meant to last. Workshops through longer arcs, hands-on with your team, capability left behind.
Product partnership · Custom AI Transformation
Expertise that flexes to your problem.
Games were always about the people who made them and the people who played them. We work with studios on long-lived titles — from in development and early market test through live — through senior product partnership, and through Custom AI Transformation that amplifies commitment, people experience, and craft no model can invent.
15+ yrs · 50+ titles EA · Ubisoft · SYBO · Spil · Nazara
In development
Near market test
Finding fit
Live
How we work
Two ways in. Same standard.
Make something wonderful for makers and players. Models amplify; they do not invent commitment or taste.
Built for your studio
Custom AI Transformation
Studio and team applications that amplify commitment, people experience, and craft expertise you cannot train a model on — humans in the loop, wonderful as the bar.
Teams that remember teammates for decades. Companies that become communities. Players that become family. That is the humanising heart of both offers.
Product partnership
Where partnership craft goes deep
Practice areas studios bring us in for — product, live, analytics, talent.
PM
Product
Loop ownership, roadmaps, economy, prioritisation — player value and commercial truth together, including year model and sustenance before scale.
LP
Live production
Build to live, soft launch, and seasons after: cadence and ops so events sit inside a longer plan.
AX
Analytics & research
Metrics that force a decision this week — in test with real people and in live — cohorts, AFITMRR™ lenses, commercial honesty.
TR
Talent
Product and live hires who own loops — role design, bar, and interview judgment. Product talent can also embed on the plan in a focused partnership.
For Custom AI Transformation — service page · Building with AI essay.
Custom AI Transformation
What studios ask us to build
People first — then applications your room can run. Decision support, population intelligence, live briefs, principle-led analytics, workflow agents — scoped to a real studio problem, with care as the standard.
Adaptive systems and live ML stacks are useful history. The spine is still making something wonderful for people you may never meet.
What transformation builds
- People first — makers and players before models
- Applications scoped to a real studio or team problem
- Commitment, people experience, and craft no model replaces
- Humans in the loop; capability left behind — not a black box
How we engage
Shape fits the problem
Expertise stays constant. Depth and horizon adapt.
Workshops
Focused days: shared language, economy/live-plan review, decisions not only slides.
Short term
Days to weeks on one lever — onboarding, economy, cadence, or year honesty.
Fixed term
A quarter or launch window with clear outcomes and capability left behind.
Consulting & longer arcs
Advisory or embedded over months — strategy, live health, talent. Exit designed in.
Often: conversation → workshop or short diagnostic → deeper term. Limited on purpose — senior craft for a focused window, without forcing permanent overhead. Why that shape exists.
How we show up
Domain expertise. Lockstep with your goals. Professionally delivered.
Live-game judgment, aligned to what you’re building — not generic process. Frameworks and practice tools help; delivery is professional and clear.
Domain
Multi-title live craft — MRM, AFITMRR™, economy and player populations shaped for games.
Lockstep
Free tools sample the craft; partnership applies it to your roadmap and live plan — year model, economy, and scorecard where they help the product.
Delivered
Clear scope, hands-on work, capability left behind. Decisions stay with your team.
Founder
Paul Dutta — Founder, Yardstick Games. Ownership through the full cycle — from inside the team to transformational growth. Will never settle without serving excellence.
1. Reach out
Stage, platforms, what hurts. A short note is enough.
2. Align
Name the product goal. Shape the engagement to it.
3. Run
Hands-on in lockstep — craft stays when we leave.
First step
Tell us where the game is. We’ll say how we’d work. For what partnership means day-to-day — talent, how we start, FAQ — see how partnership works. Free-to-play and live services in more depth: F2P & live services. Custom AI Transformation: service page · essay.