Royal Bingo Mobile Game -
Builder Progression & Game Art
Context
After defining the multiplayer dynamics and lobby systems in Royal Bingo, we set out to design a feature that could deliver long-term progression, a sense of place, and a narrative journey for players.
The result was the Builder system—a progression feature powered by art, where players travel the world with the Queen and construct her legacy.
My Role
I served as the Product Designer on the Builder and art-related projects, contributing as an illustrator, concept artist, and UI/UX designer. I was responsible for creating and organizing all visual assets, preparing structured atlases for Unity to support developers and tech artists. Beyond my hands-on design work, I also managed a small multidisciplinary team, including another product designer, two 3D artists, and a tech artist, ensuring consistency, quality, and alignment with the game’s vision. Throughout the process, I worked closely with the game manager, product team, and development team, bridging design, art, and production to deliver a cohesive player experience.
Company:
The Builder Feature
Stars as the Core Driver
Each Bingo round rewards the player with 1 Star.
Stars are the currency for unlocking Builder progress: constructing items, unlocking rewards, and advancing to new areas.
The Builder icon sits at the top of the lobby feature stack, signaling its role as the game’s primary progression system.
The Queen’s Journey Across the World
The narrative begins with building the Queen’s castle and royal chambers.
From there, players help her explore global destinations: New York, Paris, Los Angeles, Berlin, and beyond.
Each city includes 3-9 buildable landmarks (e.g., a rooftop bar, a Parisian museum).
Every city concludes with an airport, symbolizing departure and progress to the next stage.
We designed a wide variety of global locations for the Queen’s journey - ranging from royal castles and chambers to iconic city landmarks like Broadway theaters, Parisian cafés, and international airports.
The Player Flow
Tap the Builder icon in the lobby.
View the current build, required Stars, and the grand reward trolley chest.
Spend Stars → UI fades out → construction animation plays.
The new item appears in the lobby environment.
Completing an area triggers a victory celebration with the Queen, chest rewards, and transition to the next zone.
Exploring Past & Future Builds
The airplane icon in the lobby opens a map view, where players can scroll through completed, active, and future Builders.
At higher levels, a “Coming Soon” screen keeps excitement alive - showing the Queen holding memories of past builds with a jet in the background.
I was also responsible for shaping the complete Builder feature flow, from lobby entry points and item construction animations to celebration moments and world-map navigation.
Concept Sketches
To define the look and feel of each Builder environment, we created extensive concept sketches exploring architecture, landmarks, and props. These sketches helped us refine the Queen’s journey across different cities, aligning visual storytelling with the progression system before moving into final 3D modeling and UI integration.
Art Direction as the Foundation
The Builder wasn’t just a feature - it was a canvas for art direction.
To make the journey believable and cohesive, every visual element followed the same casual-mobile style, from large environments to the smallest icon.
Iconography & Rewards
Complete libraries of currencies, boosters, chests, and items.
Pipeline: sketch → 3D model → 2D render, ensuring clarity and consistency at mobile scale.
Emojis for Multiplayer Expression
Designed expressive emoji packs for real-time player interactions.
Developed from rough sketches to polished renders, aligning perfectly with the main UI.
Atlases & Tech Collaboration
Built optimized sprite atlases for Unity integration.
Balanced performance with fidelity: crisp visuals, lightweight downloads, and smooth performance.
Marketing & Promotion Assets
Iterated on game icon designs for the App Store.
Delivered promotional screenshots and seasonal visuals to maintain stylistic consistency outside the game.
We designed a series of promotional screens for the App Store and Google Play, highlighting gameplay, progression, and the Queen’s journey to attract and engage new players.
In addition, we created the game’s icon set and official logo, which were used consistently across the app stores and social platforms to establish a recognizable brand identity.
Key Takeaways
Builder transformed bingo into a narrative journey, giving players visible milestones and a reason to keep playing.
Art direction unified gameplay, economy, and marketing, ensuring everything, from emojis to environments, belonged to the same world.
Technical optimization turned art into scalable product design, supporting both player delight and developer efficiency.
Royal Bingo’s Builder was more than progression - it was world-building through UX, UI, and art, creating a lasting journey for players.
