Cookie Crush

01 / Context

The opportunity

Cookie Crush was SOFTGAMES’ flagship Facebook Instant Games title. The team’s work combined a continuing flow of content and features with live events, player engagement, monetization and stronger feedback about product performance. Product decisions needed both quantitative reporting and direct player insight.

02 / Responsibility

My role in the work

As Senior Game Producer from December 2018 to September 2019, I led a cross-functional team of 9–14 specialists across game design, economy, level design, development, art and QA. I combined production leadership with roadmap delivery, live operation, product experimentation and ongoing performance optimization.

03 / Decisions

What I focused on

• 01

  Led continuous development and delivery of content and features, including the game’s first LiveOps events.

• 02

  Designed and iterated virality and re-engagement mechanics aimed at organic acquisition, retention and player engagement.

• 03

  Worked on ad monetization, IAP, conversion flows and promotional events to develop the game’s revenue opportunities.

• 04

  Introduced A/B testing, wider KPI visibility and product and economy reporting, alongside user testing to complement quantitative data.

04 / Outcomes

What changed

• Expanded the game’s LiveOps, experimentation and monetization capabilities.
• Made product and economy data more visible to the team and complemented it with direct user feedback.
• Led multidisciplinary delivery across content, features, live operation and performance work.

05 / Leadership

The scope of the work

This was hands-on production leadership across a multidisciplinary game team. It connected product choices and team delivery with player behavior and business priorities, while establishing stronger experimentation and feedback practices. It also preceded the later expansion of my responsibilities into portfolio experimentation and shared studio capabilities.