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My achievements

at

GameComm LLC

  • Co-founded GameComm LLC and secured a licensing contract with CONMEBOL to create a video game for the Copa América — pivoting into a COVID-era opportunity when live matches were cancelled.

  • Led a team of 10 freelancers to design and build a mobile football game for stadium-deprived fans and casual gamers, with a simplified UX for a broad audience.

  • Designed the first 100% inclusive football game with a free-mix avatar system — players could combine any body parts to create characters, regardless of how they wanted to represent themselves.

  • Built a companion sponsor analytics dashboard for CONMEBOL and brands including Coca-Cola, Mastercard and Amstel, enabling campaign creation and KPI tracking.

  • Shipped on App Store and Google Play, then iterated based on ongoing user feedback through store reviews, weekly client sessions and virtual player interviews.

What I learnt

Designing for a real-world event creates a forcing function that pure product work rarely has. The tournament started regardless of whether the game was ready. That pressure taught me how to design Live Ops systems that can respond to real-world events — and how to run player research quickly enough to influence a product that's already live.

The multi-gender design decision was the most instructive: inclusive design was the product differentiation. Reaching a broader player base was the commercial case. Those two things were the same decision.

Are you interested? Keep reading below!

About

GameComm LLC

Role

UX/UI Designer, Game Director & Co-Founder

My experience there:

2020-2022

Category

Entertainment / Sports

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Founded GameComm LLC: Just before the COVID-19 pandemic hit, I joined forces with two associates. We capitalised on a contact within CONMEBOL, spotting an opportunity to create a video game and marketing solution for their sponsors around the Copa América, their flagship event. To secure the contract, we presented a compelling prototype.

The pandemic presented a unique opportunity. With live matches cancelled, CONMEBOL faced the challenge of engaging sponsors (Coca-Cola, Mastercard, Amstel, DHL, etc.) whose budgets had already been allocated for the Latin American confederation. Our proposed video game and marketing solution offered a compelling way to maintain sponsor visibility during this unprecedented time.

Read more below on this amazing story!

  • A free-to-play mobile football game for casual fans — built for a broad audience including players with minimal gaming experience, not just dedicated gamers.

  • Sponsor visibility baked into the game experience: virtual stadium branding, in-app purchases of sponsor-branded avatar items, and a dedicated analytics dashboard for CONMEBOL and their brands.

  • A fully inclusive avatar system — the first in casual football games — allowing players to freely mix and match any body parts to represent themselves authentically.

Despite the pandemic, GameComm delivered on App Store and Google Play, with ongoing user feedback loops built in from launch.

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Success factor

Success factor

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Break-even during Pandemic

Break-even during Pandemic

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gender inclusion considered

gender inclusion considered

UX Research

UX Research

Understanding Our Audience

Our UX research focused on two key user groups:

  • Stadium-deprived football fans: We targeted enthusiasts who, due to the pandemic, could no longer attend matches in person.

  • Mobile gamers: We identified a need for a casual, accessible game that could be played anywhere on mobile phones, catering to users with a wide range of devices. This focus on inclusivity informed technical limitations, UX design, and gameplay simplicity.

Meeting Client Needs and Sponsor Integration

We addressed the client's requirement for sponsor visibility by:

  • In-game stadium branding: Sponsor logos were incorporated into virtual stadium screens.

  • In-app purchases: We facilitated the sale of sponsor-branded clothing, footwear, and other items as avatar customizations and consumables within the game.

Going Beyond the Game

Recognizing the game as just one element of the marketing strategy, we created a comprehensive dashboard for CONMEBOL and their sponsors. This dashboard enabled:

  • Campaign creation and visualization.

  • Easy access to key performance indicators (KPIs) and objectives and key results (OKRs).

Our UX research ensured the dashboard's usability and simplicity, aligned with competitor analysis, to maximize user efficiency.

UX Research

Understanding Our Audience

Our UX research focused on two key user groups:

  • Stadium-deprived football fans: We targeted enthusiasts who, due to the pandemic, could no longer attend matches in person.

  • Mobile gamers: We identified a need for a casual, accessible game that could be played anywhere on mobile phones, catering to users with a wide range of devices. This focus on inclusivity informed technical limitations, UX design, and gameplay simplicity.

Meeting Client Needs and Sponsor Integration

We addressed the client's requirement for sponsor visibility by:

  • In-game stadium branding: Sponsor logos were incorporated into virtual stadium screens.

  • In-app purchases: We facilitated the sale of sponsor-branded clothing, footwear, and other items as avatar customizations and consumables within the game.

Going Beyond the Game

Recognizing the game as just one element of the marketing strategy, we created a comprehensive dashboard for CONMEBOL and their sponsors. This dashboard enabled:

  • Campaign creation and visualization.

  • Easy access to key performance indicators (KPIs) and objectives and key results (OKRs).

Our UX research ensured the dashboard's usability and simplicity, aligned with competitor analysis, to maximize user efficiency.

UX/UI Design

UX/UI Design

Designing for Inclusivity

We championed the creation of a 100% inclusive game, a first for casual football games. Our innovative approach allows players to create avatars by freely mixing and matching different body parts, catering to a diverse range of player identities.

Streamlined User Experience

The game's UX/UI adheres to mobile gaming standards while incorporating a simplified user flow to cater to our target audience, who might have less experience with video games.

Engaging Freemium Model

To encourage replayability and incentivize user engagement, we implemented a simplified in-app purchase system with two currencies: a basic and a premium one. This tiered structure provides players with clear goals for item collection.

Intuitive Gameplay

We prioritized user-friendliness by implementing large, clear buttons and a colourful, sports-themed aesthetic in the gameplay mechanics.

UX/UI Design

Designing for Inclusivity

We championed the creation of a 100% inclusive game, a first for casual football games. Our innovative approach allows players to create avatars by freely mixing and matching different body parts, catering to a diverse range of player identities.

Streamlined User Experience

The game's UX/UI adheres to mobile gaming standards while incorporating a simplified user flow to cater to our target audience, who might have less experience with video games.

Engaging Freemium Model

To encourage replayability and incentivize user engagement, we implemented a simplified in-app purchase system with two currencies: a basic and a premium one. This tiered structure provides players with clear goals for item collection.

Intuitive Gameplay

We prioritized user-friendliness by implementing large, clear buttons and a colourful, sports-themed aesthetic in the gameplay mechanics.

Production

Production

Leading a Successful Project

Despite being a lean team, we achieved significant results. I spearheaded the project, encompassing various responsibilities:

  • Team Formation: I recruited and led a team of 10 talented freelancers to deliver the game.

  • Agile Management: I facilitated daily sprint meetings to ensure project progress and maintain clear communication channels.

  • Workflow Optimization: I orchestrated the workflow, ensuring efficient collaboration and production processes.

  • Client Communication: As the Game Director, I served as the primary point of contact with the client, managing art and sound approvals and ensuring their satisfaction.

By taking ownership, I fostered a collaborative environment and delivered a successful game.

Production

Leading a Successful Project

Despite being a lean team, we achieved significant results. I spearheaded the project, encompassing various responsibilities:

  • Team Formation: I recruited and led a team of 10 talented freelancers to deliver the game.

  • Agile Management: I facilitated daily sprint meetings to ensure project progress and maintain clear communication channels.

  • Workflow Optimization: I orchestrated the workflow, ensuring efficient collaboration and production processes.

  • Client Communication: As the Game Director, I served as the primary point of contact with the client, managing art and sound approvals and ensuring their satisfaction.

By taking ownership, I fostered a collaborative environment and delivered a successful game.

User Feedback

User Feedback

Gathering Player Feedback

Upon launch on the Apple and Android app stores, we prioritized ongoing user feedback. This included:

  • Review analysis: We monitored comments and reviews on the app stores and our product webpage.

  • Weekly client meetings: We collaborated with CONMEBOL to analyze this data and remap priorities based on user needs.

  • Virtual user interviews: We conducted in-depth interviews with players to gather specific pain points and identify areas for improvement.

This data-driven approach ensured we continuously iterated on the game to optimize the user experience.

User Feedback

Gathering Player Feedback

Upon launch on the Apple and Android app stores, we prioritized ongoing user feedback. This included:

  • Review analysis: We monitored comments and reviews on the app stores and our product webpage.

  • Weekly client meetings: We collaborated with CONMEBOL to analyze this data and remap priorities based on user needs.

  • Virtual user interviews: We conducted in-depth interviews with players to gather specific pain points and identify areas for improvement.

This data-driven approach ensured we continuously iterated on the game to optimize the user experience.

Alejandro Luna Ribero |  Product Designer, UX/UI & Game Designer

Alejandro Luna
UX/UI Designer &
Producer

©2026ALE LUNA DESIGN/

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©2026ALE LUNA DESIGN/

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