Re-designing a traditional product from scratch

A company that had invested in an operational pivot to become a creative company — going from buying IPs to developing them — needed to make sure it learned to break its old assumptions.

What began as a proof-of-concept intended to challenge executive assumptions became an organization-wide shift in product strategy, org design, and roadmap. The product was relaunched for a new target segment (casual mobile players).

The relaunched product broke the prior version's revenue record at launch — a direct, attributable revenue outcome from a design-led strategic bet.