At Hutch, I became responsible for leading content delivery on Matchcreek Motors (formerly Forza Customs) through global launch and live service. This was my first real experience working on a game where design, production and commercial performance were inseparable - content needed to be designed, built, tested, approved and ready to reach players every week.

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A large part of my role became coordinating the people and processes needed to deliver live content. I worked across Design, Product, Engineering, Art, UX and QA to ensure mechanics, tutorials, levels and assets were ready for weekly server releases. I also managed outsourced design teams, led feedback sessions and created content planning tools to communicate what needed to be built, when it needed to be in-game, and when it would reach players. All whilst designing new gameplay mechanics, levels, and live-events to keep the game fresh.

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I played a key role in the project’s transition from Forza Customs to Matchcreek Motors, helping shape the new fantasy around being a garage owner working their way from rags to riches. I designed features such as Buying and Selling Cars, giving players more freedom in how they approached customisation while keeping the systems grounded in the world through diegetic UI and narrative.​

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I also continued pushing the game from a design perspective. I led an A/B test challenging our existing approach to level design. Rather than focusing primarily on thoughtful, challenging puzzles, I explored a style built around immediate satisfaction, destruction and game feel. The new approach performed significantly better with our audience, increasing D1 retention and ultimately doubling player spend across the first 100 levels tested.​