Product Strategy and UX Design for Free to Play Games

I design simple, engaging and repeatable F2P experiences that attract fans, drive retention and support acquisition without relying on gimmicks or giveaways.

Book A Product Direction Call

Types of Sports Free-To-Play Game Experiences

Daily Fantasy
Sports

Create fantasy sports contests that challenge players to draft their dream teams and compete daily for prizes.

Tournament
Competitions

Organise tournament-style competitions, allowing players to showcase their skills and win prizes.

Leaderboards
& Rankings

Implement leaderboards and rankings to foster competition among players and recognize top performers.

Pick’em
Challenges

Offer pick’em challenges where players predict winners or specific game outcomes for a chance to win meaningful prizes.

Prediction
Leagues

Engage players in predicting game outcomes, player performances, and more, with rewards for accurate predictions.

Trivia
& Quizzes

Test players’ sports knowledge with interactive trivia and quizzes, rewarding them for correct answers and encouraging repeat play.

Live Event
Integration

Enhance the gaming experience by integrating real-time sports events, allowing players to make predictions or bets as games unfold.

Achievements
& Rewards

Design a system of achievements and rewards to motivate players to continue playing and engaging with your game.

Social
Challenges

Encourage social interaction and competition by creating challenges that players can participate in with friends or fellow gamers.

Why Teams Work With Me

Here’s what you get when you work directly with me.

Clarity Over Chaos

I help teams cut through noise and focus on what truly moves the product forward. Complex decisions become simpler, sharper and easier to execute.

Behaviour-Driven Product Thinking

I use practical behavioural frameworks to shape action, increase engagement and build habits that last. Every decision is grounded in real usage, not assumptions.

Decision-Making Strength

I work with founders and product teams to create direction, remove uncertainty and avoid unnecessary complexity. The product becomes easier to lead and easier to build.

Retention and Engagement First

High-performing sports products depend on consistent return behaviour. Every choice is made with retention, motivation and long-term engagement at the core.

A Proven Track Record with Industry Leaders

With over 15 years experience in the industry, I’ve collaborated with a lot of great clients. From global media giants to small scale start-ups

Fanatics logo featuring a bold red “F” emblem and navy wordmark — representing SGX Studio’s work with Fanatics on sportsbook and ecommerce design, uniting sports retail and betting into a seamless fan experience.
UFC logo in bold red uppercase typography — representing SGX Studio’s collaboration on data-driven analysis tools, athlete profiling systems, and real-time combat analytics for the Ultimate Fighting Championship.
Sky Sports logo featuring a blue and red gradient split background with white lowercase text — representing SGX Studio’s design work on live sports interfaces, broadcast integration, and interactive fan engagement tools for Sky Sports.
SportsGrid logo in bold red, italicized uppercase lettering with a double chevron arrow motif — representing SGX Studio’s collaboration with SportsGrid on live sports media and betting content experiences.
Oddschecker logo in a clean, dark blue lowercase typeface — representing SGX Studio’s collaboration with Oddschecker to enhance UX across data-driven betting tools and comparison interfaces for sportsbook users.
SportsDataIO logo featuring the word “sportsdata” in black and blue lowercase text with a circular “io” icon — representing the sports analytics and data integration partner for SGX Studio projects.

Joe Mirtaheri

Senior Vice President
Fanatics, Inc.

“I’ve had the pleasure of working with Mike on numerous projects recently and his contributions have been invaluable. What sets Mike apart is his incredible flexibility in approaching any brief or project. He doesn’t just take a one-size-fits-all approach; rather, he tailors his methods to meet the unique needs of each task at hand.

Mike’s expertise in the Design space is evident. He pulls from various facets of his experience and stays current with wider industry trends to deliver solutions that are not only innovative but also practical.

Perhaps what I appreciated most was Mike’s willingness to push back and evolve ideas. He’s not just an ‘order taker.’ If he sees a better way to achieve an objective or improve a concept, he speaks up and collaborates to make it happen. This characteristic not only elevated the quality of our projects but also made the entire process a true partnership.

If you’re in need of a designer who brings a depth of knowledge, adaptability, and a collaborative spirit, I highly recommend Mike.”

Frequently Asked Questions about Free-to-Play Sports Games

Here are a few common questions I get from new partners about the process and value of product design.

Simple loops, predictable progression and fast interaction. Fans return when the game feels rewarding without becoming complex.

I focus on fair rules, clear value and mechanics tied to real fan behaviour. Not one-off stunts or confusing reward systems.

Prediction games, streak formats, trivia challenges and weekly pick’em games consistently show strong retention.

F2P creates repeat routines and keeps fans returning through consistent goals, clear rewards and lightweight engagement.

Yes, most games benefit from cleaner loops, clearer rules and improved progression rather than full redesigns.

Let’s design a free-to-play sports game fans return to.

Tell me about your idea or existing product and I’ll help you shape the next phase with clarity and confidence.

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