Farm Heroes Saga

Game overview

Farm Heroes Saga is a mobile match-3 puzzle game from King. Players match Cropsies to complete level objectives, while new mechanics, events and regularly released content support long-term play.

Responsibilities

• Lead Level Designer on Farm Heroes Saga, leading a team of four level designers and creating and maintaining game content to attract, engage and retain 7 million daily active players.
• Content production, balancing, optimisation, live operations, MLOs, A/B tests and QA testing.
• Owned switcher mechanics and improvements, working with a multidisciplinary team to ensure the best game content and features were created within the required scope and timeframe.
• Worked with the leadership group to plan roadmaps, prioritise features on the backlog and represent the level design craft to gain buy-in for the work.
• Created and planned live experiences, including Halloween and Christmas events.

In-game content

Portfolio collaboration

Impact across the King portfolio.

As part of King’s Lead Level Design group, I collaborated with teams across the wider portfolio—including Candy Crush Saga, Candy Crush Soda Saga, Candy Crush Jelly Saga, Candy Crush Friends Saga, Bubble Witch 3 Saga and Pet Rescue Saga.

We shared learnings across retention, monetisation, level design and core gameplay systems; reviewed work, challenged assumptions and helped teams apply successful ideas across titles. This extended my impact beyond Farm Heroes Saga, strengthening design decisions, developing the craft together and supporting better KPIs and performance across the portfolio.

Candy Crush Saga

Candy Crush Soda Saga

Candy Crush Jelly Saga

Candy Crush Friends Saga

Bubble Witch 3 Saga

Pet Rescue Saga

One example from the portfolio

Candy Crush Friends Saga

This official trailer gives a glimpse of another King title supported by the wider craft group.

Download – App store / Google Play

Responsibilities

• Currently Lead Level Designer on Farm Heroes Saga leading a team of 4 level designers, creating and maintaining game content: to attract, engage and retain 7 million DAU.
• Content production, balancing, Live Ops, MLO’s, AB tests and QA testing.
• Ownership of switcher mechanics and improvements, working with a multi-disciplinary team to ensure the best game content and features are created in the scope and time required.
• Game Design responsibilities owning features from conception creating design specs and working with the team to release. For example Farms Season pass and Teams feature.
• Working with other leads to plan and create the roadmap, prioritising features on the backlog, representing the level design craft to gain buy in for work.
• Live op team – creating and planning experiences for example, Halloween and Christmas etc.
• Setting up and creating team processes, ways of working within the level design team and the greater game team. For example: EOC Optimisation, pre-releases 4% / Double cadence 3.4% uplift.
• Working and communicating with several different departments including – CRM, BPU, Data
• Scientists, Branding, Advertising, Community Managers to create the best game experiences and performances possible.
• Mentoring and coaching designers, supporting level design to help create a culture of continual learning and sharing across multiple teams.
• Interviewing and responsible for staffing across multiple teams.