Ho Chi Minh City · Portfolio 2026
Mobile game product, data & monetization
Most studios split these across four separate teams. I do all four — so the features I design, the numbers I read, and the ads I run actually line up. Currently building at Corochti Studio.
Economy systems, level design, retention loops, FTUE, and full UI/UX in Figma.
Ad-system architecture, 9+ network integrations, placement strategy, ROAS.
Tableau, BigQuery at near-zero cost, statistical testing, Python automation.
Campaigns, CPI, benchmarking — UA that actually talks to the design.
Two companies, four evolving roles, one approach: design decisions backed by data, monetization that respects retention.
◉ SIDE A · TRK 01
Joined a startup with strong organic traction but no monetization infrastructure. Built the entire ad stack from scratch, redesigned the game economy, and led design on two GameHub Top 5 titles.
GameHub Top 5 ×2 · LTV ×9 · ARPDAU ×3 · ROAS-positive UA
◉ SIDE A · TRK 02
A progressive hybrid role at Vietnam's largest gaming company. Designed levels, built 30+ production dashboards, optimised BigQuery to near-zero cost, and owned ad monetization across 10–15 casual titles.
+20–30% ARPDAU · 30+ dashboards · 10–15 titles · EEA revenue protected
One cohort dashboard with 40+ switchable metrics, dynamic filters, and multiple views — one of 30+ I built at VNG.
Thinking out loud about game design, monetization, data, and the messy space where they overlap.
My career looks like I couldn't decide what I wanted to be — four roles in three years at the same company. The truth is each role made the previous one 10× more effective. Here's the actual sequence, and why each transition happened.
Most games front-load complexity. How I approach first-session design to maximize D1 retention without dumbing the game down.
After 30+ dashboards, the parameter tricks, tooltip patterns, and layout principles that separate decoration from daily tools.
If you don't understand user acquisition, you're designing a game you can't sell. That's not a business problem — it's a design problem.
Nicholas Lovell's framework reshaped how I think about F2P design. But it has a blind spot: it was built for IAP games, and most casual games don't monetize that way.
