Amazon Game Growth
CASE STUDY
Unlocking the Power of Amazon for Game Growth
Amazon Game Growth is a team dedicated to amplifying 1st and 3rd party games discovery, engagement and monetization. In my role as Head of UX, I was a key stakeholder in the strategic direction of the organization, I built a centralized design team, delivered solutions for all of our core products, managed the organization’s rebrand, oversaw the development of a comprehensive design system, and managed internal and external partner and vendor relationships.
MY ROLE
Head of UX & Initial Design Lead
TOOLS
Figma, UserTesting.com, Photoshop, Qualtrics, Jira, Confluence
YEARS
2019-Present
The Vision
The Amazon Game Growth organization learned a lot about selling games with the launch of our own titles New World and Lost Ark. During that time we built several new products and better integrated with existing ones, all with one goal in mind: unlock the power of Amazon to drive growth.
The Products & Services
The Amazon Game Growth strategy included building brand new, game-centric retail experiences, Amazon-to-game account linking, a network of signals to better personalize game content, direct digital delivery of game content, a dedicated game launcher, and several integrations with partner teams such as the retail discovery team, Twitch, and Prime Gaming.
MEDIA-RICH RETAIL
ACCOUNT LINKING & PLAYERGRAPH
GAME GROWTH ADS
DIGITAL DELIVERY
AMAZON GAMES APP
The Brand
As the Game Growth team pivoted from delivering 1st party solutions to 3rd party solutions, we found we often ran into confusion from our internal and external partners. It’s normal at Amazon to have several teams working on similar projects with overlapping strategies, but that can make it difficult for others to parse who is responsible for what. To help alleviate confusion we set out to create a strong brand message that clearly captured what we did and who we were as a team.
We applied a robust process that included competitive analysis, partner/customer/team research, design sprints, mood boards, and color studies to create a comprehensive brand story that captured the spirit and positivity of our exciting products and the team building them.