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UI/UX lessons from freemium games

In-game purchases are here to stay. Now more than ever it is clear that players are comfortable spending money in browser, mobile, and download games. But just because players are willing to pay does not mean game developers know how to give them something worth buying.

In this talk, a 10 year veteran game designer who has made the leap from packaged goods to freemium games, takes lessons from the world gaming to give practical, hands-on guidelines for UI/UX designers.


What you will get:

10 min Welcome to the group

20 min Talk from Ethan on UI/UX lessons from freemium games

10 min Q&A with Ethan

15 min Networking Time and Giveaway

* Presentation materials and audio will be shared after the session.


Location: To be determined based on the size of the group somewhere BART accessible in Oakland or San Francisco.


Giveaways: Yes. We will have two door prizes raffled away for anyone who arrives and signs in by 7:05pm.

Speaker: Ethan Levy is a 10 year veteran as a game developer and simply lives for making games which bring joy to players’ hearts. Starting at the ground level as an intern and tester at Pandemic Studios working on Star Wars: Battlefront, he has contributed to over 30 shipped games in almost every role. While working at casual game publishers PlayFirst and iWin, he worked as a producer, designer, external consultant and metrics analyst on a variety of titles including Jewel Quest Mysteries and the Diner Dash/Wedding Dash series.

In 2008, he joined Electronic Arts’ Office of the Chief Creative Officer working for Rich Hilleman before becoming EA2D’s first employee. At the studio, he led the development of Dragon Age Journeys, Dragon Age Legends and Dragon Age Legends: Remix 01 as Game Producer. In 2011, the studio became BioWare San Francisco, and Ethan helped shepherd the studio through the transition and kick off the development of a new game in the BioWare family as Design Manager. In spring of 2012, he left EA to co-found Quarter Spiral. Ethan has worked on games that have appeared on every platform, including console, handheld, mobile, tablet, browser and social network.

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  • Michael N.

    Very informative. And thanks for putting up with newbie questions; although I'm a programmer of 20+ yrs, this is my first foray into the gaming space.

    February 5, 2013

  • Irene C.

    Thank you for your time, Ethan!! It was great!

    February 5, 2013

  • Larry G


    February 5, 2013

  • Ninh

    Unfortunately it's full. Please keep me updated if someone can't make it. :)

    January 17, 2013

    • Gin C.

      Hello! Seems like there is still 2 more spots left!

      January 28, 2013

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