Endzone 2 is the successor to ‘Endzone – A world apart’. The biggest challenge was the attempt to redesign the game principle from scratch without neglecting the brand identity and existing fans of the predecessor.
At the same time, Gentlymad Studios had reached a total team size of 20 team members during the development of Endzone 2, which brought new challenges in leading the team and managing the project.
As part of the studio management, I was able to contribute in a goal-oriented and productive way to the development as well as to strategic and interdisciplinary matters.
Project Kickoff & Market Research
We began the project by developing a Value Proposition Canvas in collaboration with our team and publisher, Assemble Entertainment, to clearly define our target audience and the core value of the game. In parallel, I organized structured competitor playtests by creating custom presentation templates that enabled the team to communicate their insights effectively and consistently.
Game Design & UX Foundations
During pre-production, we moved into the next crucial phase: creating the Game Design Document. Since UX is deeply tied to game mechanics and systems, I was actively involved in the core design circle—pitching features, shaping gameplay ideas, and providing feedback on concepts from our evolving idea pipeline.
At the same time, I began developing GentlyUI, a custom UI framework tailored to support smooth, intuitive player interactions from the ground up.
Prototyping Concepts into Playable Vision
In pre-production, I applied a hands-on approach—contributing to concept development and turning ideas into testable experiences using Unity. I prototyped vehicle handling and controls to explore look and feel early on, and created a small solo prototype for an expedition system. Later, I supported and guided a team member in building a larger, more complex expedition prototype, helping shape both design and UX direction.
UI Design & Implementation
During main development, I led the UI design and implementation in Unity, initially supported by a team member I supervised. They helped turn our early ideas—some of which were beautifully sketched in MS Paint masterpieces—into proper wireframes and screen designs. Since UI constantly challenged underlying game design, I stayed in close sync with design and programming to discuss and implement changes quickly and seamlessly.
Community, Playtesting & Feedback Loops
Leading up to and during Early Access, I supported our open development approach by helping shape dev blog posts, engaging with the community on Discord, and representing the game in public—whether as a guest on YouTube or in livestreams. Throughout playtests and Early Access, I used Backtrace—seamlessly integrated by our tools team—to filter and prioritize key bug reports. As part of the Design Sync, I continuously analyzed player feedback to help guide the game’s ongoing development.
Outsourcing Management
To relieve pressure on our team and keep the project on track, I took charge of managing outsourced UI assets. I identified which parts could be handled externally—such as our illustrated in-game icons, which were produced by a partner like RSG—and ensured smooth collaboration by writing detailed asset requests and clearly communicating design ideas and art direction to match our overall vision.
To get an insight into the UI, the UX and the general feel of the game, take a look at the following trailer for our Dangers and Progression update for Endzone 2.
Maintaining Brand Consistency Across All Channels
For Endzone 2, ensuring a cohesive and recognizable brand identity was essential to building trust and excitement among both new players and our existing fanbase. I worked closely with our art, marketing, and content teams to align the game’s visual language, tone, and messaging across all platforms—from the store page and in-game UI to trailers and social media campaigns. Every asset was designed with a unified aesthetic in mind, reinforcing the post-apocalyptic survival theme while maintaining clarity and appeal. This consistency not only strengthened the game’s presence in a crowded market but also created a more immersive and professional experience for our audience.
Establishing a Consistent Internal Testing Workflow
To keep development focused and responsive, we conducted regular internal playtests every Monday. These sessions ensured that the entire team remained closely connected to the current state of Endzone 2, allowing us to spot bugs early, evaluate new features in context, and gather valuable first impressions. All feedback was submitted through our in-game Feedback Tool and funneled directly into Asana, creating a structured and efficient system for tracking issues and suggestions. On Tuesdays, during the cross-departmental “Design Sync,” leads from all teams reviewed and prioritized this feedback, enabling quick decisions and clear direction for the week ahead. This routine played a key role in maintaining quality and alignment throughout the project.
My Contribution
Prototyping