Amir Dori, Senior Game Designer & Author
Amir Dori is a Senior Game Designer with over 15 years of experience in the mobile gaming industry. He specializes in turning abstract concepts into engaging gameplay loops, having designed over 150 released titles played by millions of users worldwide.
Currently the founder of Lookandfeel Games, Amir previously served as a Senior Game Designer at Matific (EdTech) and Lead Game Designer at TabTale (CrazyLabs). His expertise sits at the intersection of creative game mechanics, player psychology, and UX design.
He is a published author on Game UX and a recognized voice in the "Gamification of Learning" space, advocating for design systems that respect player intelligence while maximizing retention.
As an author, Amir has published humorous, narrative‑driven books in Hebrew, including the musical children’s story and the darkly comic parody of Shock-Headed Peter (Der Struwwelpeter), both available on Amazon. His books extend his interest in how stories, rhythm, and surprise can shape behavior and emotional engagement across media.
Amir’s professional work and writing are documented in his Hebrew Wikipedia entry, which provides an overview of his career in game design, gamified learning, and literary publishing. The entry also references selected talks, interviews, and writing on game UX and gamification.
Core Competencies
Game Systems & Core Drives: Designing sustainable loops for F2P and B2C products.
EdTech & Gamification: Translating curriculum (K-6 Math) into fun, playful interactions (Matific Galaxy & Matific Adventure).
Mobile UX/UI: Data-driven interface design optimized for touch and accessibility.
Rapid Prototyping: Moving from concept to playable mechanics with speed and clarity.
Career Highlights
Lookandfeel Games (2009 – Present)
Founder & Owner
Creator of Jacky's Hidden Items, a puzzle game bringing the classic "Jacky" illustrations to mobile.
Creator of iWatermelon Deluxe, a viral hit app that utilized device sensors in innovative ways.
Matific (2016 – 2022)
Senior Game Designer
Led the design of Matific Galaxy (B2C) and Matific Adventure (B2B), winning multiple EdTech awards.
Designed over 100 specific game episodes, defining the "cornerstone" of Matific's math portfolio for Kindergarten to Grade 6.
Focused on "Meaningful Gamification", moving beyond badges to intrinsic motivation.
TabTale / CrazyLabs (2013 – 2016)
Lead Game Designer
Designed 50+ casual mobile games during the studio's hyper-growth phase.
Titles dominated top charts in App Stores globally.
Thought Leadership & Writing
Amir writes extensively on the mechanics of fun. His articles are utilized by designers to solve complex UX problems.
The Motivational Communication Toolkit – A framework for verbal game design based on player types.Data-driven UX Best Practices – Analyzing 250+ games to find common usability patterns.Designing Achievement Systems – A deep dive into metagame reward structures.