Lucas G.

I help mobile and F2P studios fix retention and monetization. PM of C.A.T.S. by ZeptoLab — 100M+ downloads, $60M+ gross booking, Google Play Game of the Year. 20 years in games (13 in F2P), 50+ projects with EA, Microsoft Studios, Disney, Gameloft, Zeptolab, FunPlus, Yodo1, Voicemod, Xsolla and more. My thesis: games retain when they teach well. Most retention problems are teaching problems — an FTUE that doesn't teach, an economy players don't understand, progression that stops making sense. ✅ What I do: - Game & app audits: spot retention, engagement, and monetization issues; deliver a prioritized, actionable roadmap - FTUE & onboarding design - F2P monetization design (IAP, ads) and game economy - Product management: KPIs, A/B tests, soft launch, LiveOps roadmaps - Game concept creation and creative direction - Gamification and applied game design for learning, health and behavior-change products - Process audits, team mentoring and coaching 🧪 Beyond F2P: I turn research and real-world problems into game mechanics that work. At Telefónica Alpha, Telefónica's moonshot lab, I designed a research-based game that teaches and assesses collaborative problem solving, built as a working two-player prototype. I've also designed gamification for an elder-care app and worked on a kids' reading game and a game built on real real-estate prices. 🏆 Recognition: BAFTA nominee, IGF finalist, GDC speaker, IGF judge, European Commission expert evaluator, features in Game Developer (Gamasutra). 💬 Client testimonials: - "One of the best game designers I have had the pleasure to work with... a magnificent blend of game design and product management." - "Skills to bring value in several areas of our studio: vision, strategy, process optimization, product management and winning tactics." Typical engagement: fixed-price diagnostic first (play, deconstruct, written findings + roadmap), then ongoing advisory if it makes sense.