How We Can Help
Phil Mansell
CEO, Jagex

Will’s consultancy gave expert insights into the mobile market which helped accelerate our mobile product strategy. He assisted our teams in gaining knowledge and confidence in their mobile product design.

Building and running mobile free-to-play (aka freemium) games is hard work, requiring deep specialist knowledge of the market, app stores, user acquisition, game design and business model creation.

Me and my team have over 30 years combined industry knowledge, so have seen or made almost every mistake possible. We can help you and your team to improve and grow your game.

Our services include:

Concept Development and Prototyping

If you have an idea we can help you develop into a pitchable concept, a prototype or even a production ready design.

System Design

Systems are the building blocks of a great game. From simple gameplay to full meta games we can design them for you.

Economy Management

Resources inside games are becoming increasingly complex and have a significant impact on revenue. We can build, evaluate and improve your game’s economy.

Strategic Direction

Having outside viewpoints can assist in identifying opportunities and strengths. We can help building strategies that utilise them.


From sprint planning to milestone goals, we can help you to plan and manage your development resources.

Deconstruction (aka Product Review)

We can deep dive in to your game or your competitor’s game, highlighting key strengths and strategies for improvement.

Live Ops Planning

Modern F2P games are live services. We can create a plan that includes new content, events, sales and other live ops features that will retain players with minimal development overhead.

One on One Mentorship

We love to share our knowledge. Working directly with you or your staff we can develop skills in F2P design and product management by working through problems together.

User Experience (UX)

Designing a fun game is only half the challenge in mobile. We can assist with building and testing user experiences.


Data informs all of our decision making. We can help to implement platforms and evaluate data.

Who We've Worked With
Suleman Ali

Will is one of the most creative, ambitious, thoughtful, and aggressive free-to-play game designers I’ve worked with.

Wilhelm Taht
EVP Games, Rovio

I worked with Will both as Senior Product Manager for Angry Birds 2 and founding Product Lead at Rovio London. Will has fascinating instincts when it comes to F2P design: Very easy to discuss high-level or deep matters. I warmly recommend working with him.

Let's Chat

If you’d like to setup a discussion about consultancy then drop me a line.