Product Lead - New Games

With more than 8 billion downloads, CrazyLabs is a leading publisher of casual and hybrid-casual games.

We have proven that real success comes from staying ahead with the latest technology, having fun with what we do, and building excellent teams. That’s where you come in!

We’re looking for an experienced Product Lead – New Games to join our Publishing team and help build the next generation of successful hybrid-casual mobile games.

This is a highly influential role at the intersection of product, game design, level design, data, and publishing. You’ll work closely with external game studios from early prototypes onward, identifying the strongest opportunities, shaping product direction, and helping studios turn promising concepts into games with global potential.

You won’t just review prototypes. You’ll challenge them, improve them, and take real responsibility for their product direction.

If you are:

• An experienced mobile gaming professional who has worked on successful, large-scale casual or hybrid-casual titles

• Strong in both product thinking and hands-on level design

• Able to quickly understand a prototype and identify what works, what doesn't, and what needs to change

• Experienced in turning promising gameplay into deeper, scalable F2P products

• Comfortable taking ownership and making decisions with in complete information

• Highly analytical, but equally comfortable relying on strong game-design intuition and player empathy

• Able to challenge and influence experienced external studios while building strong partnerships with them

• Obsessed with the mobile gaming market and constantly playing, analyzing, and deconstructing successful games

• Excited about using AI and emerging tools to accelerate ideation, prototyping, design, and analysis

Then you might be a great match for CrazyLabs.

As a Product Lead – New Games, you will:

• Shape the product direction of multiple new hybrid-casual games developed by external partner studios, from early prototype through testing, iteration, and validation.

• Work directly with the publishing team and external studios as their key product and design lead, providing clear direction, feedback, priorities, and actionable recommendations.

• Shape the product vision and define what needs to happen next to move promising prototypes toward successful games.

• Challenge core gameplay, mechanics, controls, level design, progression, difficulty to improve the overall product.

• Take a hands-on role in game and level design when needed, helping studios solve design problems rather than simply identifying them.

• Define and improve level-design principles, progression structures, difficulty curves, pacing, and content strategies for new games.

• Identify opportunities to transform simple or promising gameplay concepts into deeper hybrid-casual experiences with strong long-term potential.

• Define hypotheses and experiments to validate product decisions quickly and efficiently.

• Analyze prototype and test performance, including retention, engagement, progression, level performance,and other relevant KPIs.

• Work closely with internal Product, Publishing, Data and other teams to evaluate opportunities and define the right strategy for each game.

• Identify risks and product weaknesses early and create clear plans with partner studios to address them.

• Research and deconstruct successful casual, hybrid-casual, and puzzle games to identify mechanics, systems, progression models, and emerging market opportunities.

• Use AI tools to accelerate game ideation, level design, prototyping, competitive research, balancing, documentation, and data analysis.

• Contribute to CrazyLabs' broader New Games strategy by sharing market insights, product learnings, and best practices across the portfolio.

Requirements

The Product Lead – New Games role requires:

• 5+ years of experience in mobile F2P gaming, with significant experience in casual, hybrid-casual, puzzle, or closely related genres.

• Proven experience working on successful mobile games with meaningful scale, with a strong understanding of what separates a promising game from a scalable product.

• Strong level-design expertise, including mechanics, core loops, progression, pacing, difficulty, balancing, player motivation, and content design.

• Strong product mindset and the ability to connect gameplay decisions with retention, engagement, monetization, and long-term product potential.

• Strong understanding of hybrid-casual F2P design, including meta systems, progression, economy, monetization, and content depth.

• Strong analytical skills and experience using KPIs, analytics, spreadsheets, A/B tests, and player behavior to make product decisions.

• Ability to evaluate games quickly, identify the highest-impact problems, and translate them into clear and actionable direction.

• Experience collaborating with or leading multidisciplinary game-development teams.

• Strong stakeholder-management and communication skills, with the ability to influence teams without relying on direct authority.

• Ability to manage several products, studios, or workstreams simultaneously while maintaining strong product judgment and attention to detail.

• Excellent written and verbal communication skills in English.

• Deep knowledge of the mobile gaming market and current casual and hybrid-casual trends.

• Strong ownership mentality, curiosity, and willingness to experiment with AI and emerging technologies.

Advantage

• Previous experience working directly with external game studios in a publishing, product, consulting, or studio-partnership capacity.

• Experience as a Product Lead, Lead Level Designer, Senior Level Designer, Game Lead, Product Manager, or similar role with substantial product ownership.

• Experience taking a mobile game from prototype through soft launch and global launch.

• Experience working on top-performing casual, hybrid-casual, or puzzle titles.

• Deep expertise in level-based games and large-scale level progression.

• Experience designing or optimizing meta systems, economies, monetization, and LiveOps foundations.

• Experience working closely with UA and Creative teams during game validation.

• Proficiency in Unity 3D or other prototyping/game-development tools.

• Experience using AI tools for game design, prototyping, level design, balancing, competitive analysis, or data analysis.

CrazyLabs Commitments

Employee benefits are part of our love language. Annual team trip, global holiday celebrations and presents, birthday and job anniversary presents… and so much more!

Remote but not alone. While you enjoy the flexibility of a remote position, we make sure you always feel part of our Crazy team. From your first day at CrazyLabs, you’ll be supported by an experienced People team to ensure your integration and journey are at the highest level.

Our approach to AI. At CrazyLabs, AI isn’t scary, and it isn’t a buzzword. We’ve assembled an AI Lead team dedicated to teaching, training, and helping all Crazies stay ahead of the curve and use AI smartly. CrazyLabs is an AI slop-free zone.