Here, I pitched and led a new company direction, working with product brand and marketing, resulting in a cohesive strategic vision. That involved launching a new monetization strategy, and integrating AI across VR, PC, and mobile platforms. This resulted in doubling D1/D7 conversion and increasing revenue by 225% in 6 months. Behind the scenes, I optimized internal and external creative pipelines, increasing overall output by 300%, while maintaining quality and intent.

Production art created by my, as well as assets I Art Directed with my internal and external teams:

A large part of my pitch, was to transition away from a collection of various trending assets, and focus on a larger theme to unify them. One change in particular that helped the success of this, was making it possible to acquire "full sets" of assets that you can equip individually if you prefer, as opposed to fractured pieces one at a time that don't combine to create a complete look. 

Players rallied in excitement, saying things like "Rec Room is back!" Our internal team, excited to make an impact and seeing the potential, lined up to work on the new themes. 

Below are examples from two successful themes: sci-fi and anime.

After vetting the theme and creating assets, my team and I designed the Season Pass, featuring functional avatar items that enhance gameplay and feed into the core loop. Instead of selling items individually, taking upwards of 30+ clicks to purchase a 5 item set, I introduced full themed sets with aspirational presentation showcasing the value proposition, enabling players to buy multiple items with one click. For high spenders, we offered all themed sets bundled at $99 with a 2x discount if you buy them all at once. This approach was a major success.