Daniel McLaren

Daniel McLaren

Senior Game Designer at Electronic Arts (EA)

Supervisor Creative Director / 19 yrs

San Francisco, CA

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Senior Game Designer

Star Wars Galaxy of Heroes (2017)

Vanguard: Saga of Heroes (2007)
An experienced Game Designer with an emphasis in Mobile (iOS/Android) and PC Online (Massively Multiplayer) Game Development. My primary focus as a designer revolves around the user's experience. Everything I do works backwards from the player into whatever is needed (e.g. game conception, systems design, content design, level implementation, etc)

I currently help media (game, ad agencies, social, etc.) companies globally develop apps for mobile and PC-based users, focusing specifically on how to create a product that incorporates game design, monetization, and social interactions without coming across as forced to the user.

I have an extensive background in Production, Community, Content Design, and Systems Design (Monetization for F2P, Content Restriction, Usability, and Game Systems). Additionally I've managed outsourcing and in-house development.

Specialties: Game Design, Gameplay Design, Content Design, Systems Deisgn, Mobile, iOS, Production, Team Building, Outsource Management, Community Building/Management, Writing
Work History

  • Senior Game Designer

    Electronic Arts

    September 2015 - Present
    Sacramento, CA

    Shipped and currently working on Star Wars: Galaxy of Heroes.

  • Game Development Consultant

    Self-employed

    January 2013 - September 2015

    In my spare time, I advise mobile game studios world-wide in areas of production, design, monetization, and team management.

    • I give external feedback regarding gameplay, monetization, and initial user experience
    • Have worked with numerous Finnish mobile studios, Bay Area Developers, and Southern CA studios
    • I also help studios learn how to balance real-time metrics against long-term player behaviors

  • Chief Creative Officer

    Songhi Entertainment

    June 2013 - February 2014

    SongHi is a mobile, free-to-play, music gaming company with a passion for music education. SongHi wants to change how people interact with music both through gaming and developing tools that help schools integrate music learning in classroom environments.

    As the sole creative voice on the Executive team, I directly managed the company's free-to-play mobile game team and educational tool team, reporting to the CEO and Board of Directors. Additionally I was responsible for the user experience (UI/UX) and business intelligence (analytics) for all products.

    • Took a year-long contract in Helsinki, Finland to help transition a music company in to a mobile game studio
    • Reorganized development team/processes, managed P&L, led product development (creatively)
    • Managed a studio of approximately 18 individuals, guiding UX and B.I. needs vs. game fun
    • Travelled globally for raising capital, speaking engagements, and meeting with potential development partners
    • Worked to integrate a multi-cultural team with a 100% Finnish Executive/Board

  • Senior Game Designer

    Cie Studios

    August 2012 - January 2013

    As the Senior Game Designer for Cie Game I handled all game design for multiple iOS titles with the company owner. I managed creative design, game balance, systems design, social/multiplayer design, virtual currency and in-game monetary balancing.

    • Designed multiple game systems in Car Town Streets, a Top Grossing iOS game (Highest Rank: 25)
    • Worked on the initial core design for Racing Rivals, a real-time drag-racing multiplayer iOS game
    • Work with Business Intelligence to manage various Key Performance Indicators (ARPU, ARPPU, DAU, CPI, etc.)
    • Interact with community daily to combine player feedback with numerous KPIs to make gameplay decisions
    • Work directly under the Studio Co-Founder to provide design direction for all titles in development

  • Lead Game Designer

    Music Mastermind, Inc

    March 2011 - June 2012

    At Music Mastermind, as Lead Game Designer I managed the design and direction for the studio’s various products. We developed a unique multiplayer free-to-play musical-creation game that connects users with real artists on PC, Mac, and iOS. In addition to gameplay design, I also created and balanced the f2p system and designed an user-driven ownership system for use with licensed content (famous songs).

  • Producer

    Disney Interactive Media Group

    February 2011 - March 2011

    On World of Cars, I was responsible for various mini-game and level design. At the behest of the Lead Game Designer, I helped manage the Design team, enforcing content consistency.

  • Associate Producer

    Walt Disney Internet Group

    February 2008 - February 2011

    Managing outsourcing and working on game design with the Lead Designer on World of Cars Online.

  • Game Designer

    Sigil Games Online

    December 2006 - May 2007

    On Vanguard: SoH, I was directly responsible for numerous zones and their content, including overland population, story and quests. I was also responsible for multiple dungeon designs and implementations (from concept to execution), including Rakshasa Citadel (mid-40’s content) and Tsang’s Tomb (mid-20’s content).

  • Junior Community Manager

    Perpetual Entertainment

    November 2005 - November 2006

    As the Junior CM for Gods & Heroes and Star Trek Online, my job was to interact with fans, coordinate with the Lead Community Manager, and work with the design team to communicate changes, wish-lists, and up-coming features.

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Education

  • In Progress in Visual and Game Programming

    San Francisco Art Institute

    2003 - 2005