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Design Bio

Perfection in Process

Ludoforma will help you to anticipate and get ahead of the market. We will instill processes and leverage insights to help you become nimble to change and realise your vision.

Over the Years

From startups to established companies, in teams of all sizes making products for different markets - I share a deep empathy with the challenges facing modern developers.

My most recent roles include:

Alice Legends

Head of Product, Bear Hug Entertainment

January 2020 - January 2023

A startup developing F2P mobile games for the casual market. Developed, launched and grew ‘Alice - Wonderland Solitaire’, then followed up with ‘Fantasy Solitaire’ and other unannounced titles. Working in a small company, developed my skillset and improved my understanding of different disciplines and perspectives.

Forza Street

Live Ops Lead, Electric Square

September 2018 - January 2020

Ran the live development of Forza Street. Working with Microsoft to establish and maintain the product vision and goals. Optimisation with data, deep anaylsis of player behaviour and keen prioritisation systems were key to our success here.

King Office London

Principal Designer, King

May 2015 - September 2018

Developed multiple product plans and prototypes for new IP and worked with existing live games to experiment and optimise. By running studio wide ideation initiatives and rapidly generating ideas from multiple different perspectives we pushed hundreds of ideas into the top of our funnel. Through deep market and player research we were able to design systems which specifically catered to our target market's psychological drivers.


Parallel Lines

Tom Froud


Parallel Lines

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