Franci Dimitrovska
Game designer, live-ops specialist, and puzzle enthusiast
I’m Franci Dimitrovska (she/her), a Toronto-based game designer, narrative/live-ops specialist, and puzzle enthusiast.
I’m currently a Narrative Designer at Electronic Arts on an unannounced Sims mobile project. I build feature iterations in Figma and Miro, define MVP requirements and configuration needs, and prototype puzzles/minigames into repeatable gameplay frameworks that fit the economy. I’ve shipped and analyzed multiple limited market tests, tracking KPIs like D1 retention and FTUE completion, and I synthesize player research (usertesting.com sessions and focus groups) into practical design improvements. Through pivots and feature reworks, I focus on conserving art/tech investment and reducing thrash while still hitting aggressive deadlines.
Before that, I worked on Design Home (100M+ downloads; $500M+ lifetime bookings), where I created player-facing narrative and high-volume weekly live content (56 challenges/week), and partnered on a new user flow redesign that improved Day 1 retention by 14%. I’ve also led cross-functional pods to ship branching narrative content at Glu Mobile/EA and produced compliance-friendly digital media at Fidelity Investments Canada, where my content strategy work increased social engagement by 200%.
Outside of work, I construct crosswords (ORCA award–shortlisted) and published a daily puzzle series in October 2025. I’ve spoken at East Coast Gaming Conference and Pocket Gamer Connects Toronto, co-chair IGDA Toronto, host Trivia for People who were Weird Kids (regularly sold out). I also perform with Soft Ruffians, producing the longest-running long-form improv comedy show in Toronto.
Narrative Designer — Electronic Arts (EA), TBA Sims Project
I joined the project in its first month to establish the narrative foundation and help design core features. For the past 2.5 years, I’ve guided steady cross-discipline iteration—prototyping, playtesting, and refining systems through pivots—toward a narrative-rich approach to bringing The Sims to mobile.
In this role, I:
⬧ Design narrative systems for an unannounced The Sims mobile project (quests, dialogue, and player-facing story structure).
⬧ Lead feature development cross-discipline, from early prototypes through implementation and iteration.
⬧ Define MVP requirements and configuration needs; create clear specs and documentation for stakeholders.
⬧ Prototype puzzle/minigame concepts into repeatable gameplay frameworks that fit the game economy.
⬧ Plan and support live-service strategy and feature rollouts.
⬧ Run and evaluate limited market tests; track and act on KPIs (e.g., D1 retention, FTUE completion, D3/D1).
⬧ Synthesize player research (usertesting.com sessions, focus groups) into actionable design changes.
⬧ Translate Sims brand pillars into mobile-first features and narrative voice, adapting through pivots while conserving art/tech investment.
Narrative Designer, Assoc. Content Producer — Electronic Arts (EA), "Design Home"
In this role, I:
⬧ Wrote player-facing narrative, challenge framing, and in-game comms for Design Home (100M+ downloads; $500M+ lifetime bookings).
⬧ Shaped broad ideation into focused monthly themes and content plans.
⬧ Built weekly live content calendars delivering high-volume releases (56 challenges/week).
⬧ Collaborated on New User Flow/tutorial redesign, improving D1 retention by 14% via clearer CTA, better teaching, and reduced friction.
⬧ Partnered with user research to launch and iterate competitive features and meta-game/progression systems.
Narrative Designer — Glu Mobile, "Originals"
On Originals, I took stories from screenplay to shippable interactive content—leading a small cross-discipline team and delivering branching narrative built for Unity.
In this role, I:
⬧ Led a cross-functional pod (writers, storyboard artists, illustrators, engineering, animation) to prototype and ship fully interactive, premium narrative content for Originals.
⬧ Adapted 60-page screenplays into branching, Unity-readable scripts.
⬧ Owned end-to-end delivery—from story breakdown and narrative design through implementation support, debugging, and release.
⬧ Built inclusive player experiences, supporting character customization (including pronouns) and choice-driven adventures.
⬧ Crafted tight, player-first storytelling by pairing narrative with UI and game design choices.
Narrative Designer — Wattpad, "Tap"
Tap was a choice-driven, episodic mobile storytelling game by Wattpad. Players made decisions that branched each story, combining both text and filmed/illustrated content built for fast, frequent releases.
At Tap, I owned the full production cycle for choice-driven interactive series, working across writing, filming, editing, and implementation to get episodes live.
In this role, I:
⬧ Oversaw end-to-end production for branching, choose-your-own-adventure mobile stories (pitch → outline → script → shoot → edit → delivery).
⬧ Designed branching narrative structures, choice moments, and pacing for episodic mobile play.
⬧ Managed revisions across script and cut, incorporating constraints (runtime, asset limits, implementation needs).
⬧ Supported implementation readiness by delivering organized scripts, flags, and choice logic for integration.