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FIFA Mobile (now EA FC Mobile) is the flagship mobile title from publisher Electronic Arts. Create your own team and compete against other players in real-time for a true football experience. Participate in campaign events for exciting challenges and rewards that will help shaping up your dream team.

 

As a designer on the project, my responsibilities included creating and implementing new, engaging campaign events. In these events, players engage with various nodes that includes completing various skill challenges and AI matches. Completing these challenges and matches would progress them further in the event and increase their rewards. Designs included event progression, balancing, rewards and even narrative. These campaign events would sometimes be limited timed or legacy events (will remain in game forever)
Prominently, I was the PO for the fan favorite "Heroes Journey" legacy campaign. 

I was also responsible for creating and implementing Battle Passes for the base game and Mini-Passes for each event. That experience gave me the opportunity to enhance early player experience with a Starter Pass designed specifically for new players to get familiarized with the core loop and interactions within the game in return for getting a head start in your team's performance and rewards. 
The less grindy and engaging early game improved our retention and conversion. 

I have also worked on multiple store item packs in correlation with various real world events. I was also in charge of improving our systems for limited time offers for a better/more informative player experience to impact conversion.
 

My initial goal with FIFA Mobile was to design and test regional content and observe their impact on the said regional audiences and other KPI metrics.

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Roles:

• Game Designer for Campaign Events, Battle Passes, specific Store events.

• PO for 'Heroes Journey' legacy campaign.

• PO for Starter Pass (New player journey experience)