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Ashley Zarb -Creative direction on game concepts and mechanics

A comprehensive knowledge on leading the product strategy & developing game road maps, whilst setting vision for the user experience and designing,

defining and maintaining fun and immersive game-play mechanics, features and story

Experience

July 2020- June 2022

Game Director - Fans Unite - United States

• Structuring and building a highly effective team delivering premium games for the casino industry.
• Identifying product gaps, generating new ideas that will grow market share.
• Designing, defining and maintaining fun and immersive gameplay mechanics, features and story
• Working with a small multi-disciplinary team. Working closely with engineering, product, and business 
  departments to find elegant but practical solutions to design challenges.
• Planning, directing, and prioritizing product management activities based on business goals and objectives.
• Ensuring Math & Mechanics are well-balanced to meet the products
• Coordinate with other teams in the production process to ensure the result matches expectation.
• Lead design projects across the entire product lifecycle.
• Setting the vision for the user experience.
• Review Math models for the best pacing, balance & game performance.
• Analyse performance and create strategic and tactical plans for the team to execute on.
• Evaluate the scope of projects and negotiate compromises for delivery.

2018/2020

Freelance UX/UI Designer & Consultant on game concepts & mechanics

Designing game play mechanics, ideas in game concepts and story boards, communicate and manage art and sound with external agencies for
Bitcoin Games and Fans Unite (Askott Games)
Design the user experience and interface for different businesses, Lead user research in areas such as defining personas, determining user
behaviors, and improving usability.

2017/18

Head of Design, White Noise Gaming Ltd.
Creating new brands, developing mobile/web design concepts and creating wireframes, mock-ups and prototypes, interactive usability testing.
Working closely with the Marketing team and various third parties to develop and lead web enhancements. Managing Designers for high-end quality
artworks for landing pages and marketing promotions

2015-16

Head of Design - Europe Entertainment Ltd.

Creating new brands, developing mobile/web design concepts and creating wireframes, mock-ups and prototypes, interactive usability testing.
Working closely with the Marketing team and various third parties to develop and lead web enhancements. Managing Designers for high-end quality
artworks for landing pages and marketing promotions

2011-15

Game Art Director - Betsson Group

Quality Control of all Game of Chance Lobbies, liaising with all designers and marketing coordinators that all artworks are up to standard and meeting
all the brand specific guidelines.
Visual Improvements, mock-ups and prototypes Game of Chance Lobbies, Designing new and improved lobbies with quality insight from the player point
of view from studying real life user testing material. Researching and keeping up to date with the latest industry trends. Working closely with the
Marketing team, Developers, and Casino Managers and various third parties to develop web enhancements.

Contact Me

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