About
Amir Dori
Director of Game Design at SciPlay (2022–Present). Game designer & author focused on mobile systems, UX clarity, and motivation-driven experiences across casual and EdTech.
15+ yearsDesign & production
150+ titlesReleased projects
IAA gamesIn-app-advertising monetization
Studio leadershipHead of studio · multi-discipline management
“I’m interested in the intersection of play, usability, and meaning — where engagement is earned,
not demanded.”
Signature areas
Game systems & core loops
Progression, goals, rewards, retention, and pacing — designed with player psychology in mind.
Mobile UX craft
Touch-first UX, onboarding clarity, friction removal, and UI that respects attention.
IAA-first game creation
Designing for ad-supported economies while protecting flow, clarity, and player trust.
EdTech experience design
Motivation systems that support learning and curiosity beyond superficial gamification.
Career highlights
SciPlay (2022–Present) — Director of Game Design
- Head of studio, responsible for end-to-end creation of mobile games with an in-app-advertising (IAA) monetization model
- Managed cross-discipline teams: Product Managers, Art Directors, Project Managers, and Level Designers
- Owned design direction and execution: core loops, progression, UX clarity, content strategy, and live iteration
Lookandfeel Games (2009–Present)
- Independent studio founder; mobile game design & publishing
- Focus on craft, usability, and distinctive feel
Matific (2016–2022) — Senior Game Designer
- Designed learning experiences and large volumes of playable content (K–6 math)
- Built systems aimed at intrinsic motivation and long-term engagement
TabTale / CrazyLabs (2013–2016) — Lead Game Designer
- Designed and shipped high-volume casual mobile titles
- Hands-on with ideation → production → release