Building the Floor
Reverse-Engineering Balance and Rebuilding Progression in Age of Rivals: Conquest
Age of Rivals: Conquest was a mobile card game developed by Oktagon Games in partnership with Mattel, featuring hero-based deckbuilding with card evolution and PvP combat. Each player selected a Rival — a hero with a unique deck and skill tree — and competed in tactical card battles. The game was in soft launch when I joined, with a small but active player base and a monetization model that wasn't working.
Unfortunately, the game was cancelled by exclusive decision of the publisher, Mattel.
The Problem
When I joined Age of Rivals: Conquest at Oktagon, the game was in soft launch with around 300 active players, D1 retention hovering around 15% and declining. The balance methodology in the existing spreadsheets was effectively absent — card costs had been adjusted based on player complaints, with notes like "players said this card was too strong, so I increased the cost by 2." There was no underlying model. There was no way to know if a card was correctly costed, overtuned, or undertuned without playing against it repeatedly and guessing. Every balance decision was a hypothesis with no way to validate it before it hit players.
The game also had a structural monetization problem. It wasn't genuinely free-to-play. Players could get one starter Rival for free, but every other character cost real money — with no meaningful progression system to keep free players invested between purchases. It was a premium game dressed as F2P, and it wasn't working. I flagged both problems early. The balance issue could be addressed immediately. The monetization problem would require a larger conversation.
Reverse Engineering the Balance Model
Before I could fix anything, I needed to understand what was already there.
I started with a sample: two cards of each major type — effect-focused cards, attack cards, and defense cards. For attack and defense I chose the simplest, most direct examples in the game. From those I derived a baseline: how much "gold value" one point of attack was worth, and how much one point of defense was worth.
From there I expanded outward. Effect cards were more complex — an effect that hit one card was worth less per target than the same effect spread across multiple cards. A debuff had a different value than direct damage. I worked through each effect type with the simpler cards first, building up a rate per effect unit. When I encountered cards that fell outside the emerging curve, I flagged them and moved on — I needed the model before I could evaluate the outliers.
Once the base rates were stable, I validated progression: I leveled cards up, tracked how stats scaled with level and gold investment, and confirmed the curve was consistent. It was roughly consistent. That was enough to build on.
The final output was a balance spreadsheet that automated the model. You selected modular values — attack, defense, effect type, effect magnitude, number of targets — and it returned the expected gold cost of the card. Not a perfect system, but a defensible one. Before it existed, balance decisions were made by feel and revised after player complaints. After it existed, every new card was costed against the model before it went into the game. The process became predictable.
The model had limits. Cards with multiple overlapping effects or highly contextual power — the kind that felt weak in isolation but broke the game in specific combinations — couldn't be fully captured by a linear cost formula. For those, we made a deliberate choice: where a card needed to feel powerful, we accepted the imbalance and pushed the stronger effects to higher card levels, gating the problem behind progression rather than pretending the model solved it. It was an honest workaround, and it worked — as a tradeoff, holding itself within the constraints of soft launch.
With the model in place, we applied it to the full card roster in a single pass. The rebalancing identified significant outliers — cards undercosted or overcosted by meaningful margins. Correcting them reduced the volume of player complaints about broken cards. More importantly, it reduced iteration time — balance changes could be evaluated before reaching players rather than after. New cards designed from that point forward started from the spreadsheet, not from intuition.
Card Inputs
Attack + Defense + Effect Type + Effect Magnitude + Target Count
↓
Expected Gold Cost
↓
Outlier Detection / New Card Baseline
Rebuilding Progression
The monetization problem was the deeper issue, and it required a different kind of intervention.
When the game's relationship with Mattel reached a point where cancellation was on the table, the team was given a three-month window to demonstrate the game could be viable. That window was the opportunity to address what I'd flagged from the start: the faux-F2P structure wasn't just a design problem, it was the reason free players had no reason to stay.
The redesign was straightforward in principle and significant in scope. All Rivals were made available for free — removing the paywall on characters entirely. Cards now evolved through a booster system rather than direct upgrades. Duplicate cards from booster packs converted into collection XP — not card-specific XP, but shared XP across the whole collection — which players then spent to evolve individual cards. If a player pulled a card at a higher star tier than they already owned, their copy upgraded automatically and any accumulated XP carried over.
The design intent was to make collection-building feel meaningful even without spending. Every booster pack contributed to something. Duplicate cards didn't feel wasted. And the progression curve gave free players a reason to keep playing while creating natural spend opportunities for players who wanted to accelerate.
The monetization model centered on two booster types. Common boosters dropped level 1 and 2 cards and were earnable through regular play. Legendary boosters dropped level 2 and 3 cards and were the primary paid product — giving spending players access to higher-tier cards faster, without making them mandatory. Hero skins remained as a cosmetic spend layer.
This shifted the game from a pay-to-access model to a free-to-progress model — aligning it with standard F2P expectations. It also shifted the game into a more deck-building solution, even if not 100% there (as the genre was a bit different), which also helped bringing the game closer to the market.
Before
Free starter Rival → Paid characters → Little reason to return
After
All Rivals free → Boosters → Duplicate conversion → Collection XP → Card evolution
Alongside Balance Work
During the same period I designed a new Rival from scratch — a character with original abilities, built around the game's mechanical framework. I also revisited the FTUE, adjusting the flow so players had enough context to choose between the two starter Rivals before being locked into one. Small change, same instinct: teach the player what they need before asking them to decide.
What Shipped
The balance methodology replaced a comment-driven spreadsheet with a model-driven one. Complaint volume around broken cards dropped, and iteration time improved — balance decisions could be validated before reaching players rather than corrected after. The spreadsheet became the team's working tool going forward.
The progression redesign shipped within the three-month window. D1 retention moved marginally — roughly 1% — which in a soft launch with ~300 players and limited UA is directionally positive but not conclusive. The more meaningful shift was structural: the game finally had a progression model that supported long-term engagement. Before, free players had no reason to stay between purchases. After, every session contributed to something.
Three months after joining, I was promoted to Lead Game Designer — reflecting the shift from reactive balancing to a structured design process and a viable progression model. The project continued for several months after that before Mattel made the call to cancel. In the postmortem, their feedback was direct: they should have listened to the team more. The diagnosis had been right. The changes were in the right direction. The design changes addressed the problems we had identified, but the project’s fate was ultimately decided at the publisher level.
Area
Before
After
Balance
Complaint-driven cost changes
Model-driven cost estimation
Progression
Characters paywalled
Rivals free, cards progressed through boosters
Duplicates
Low/no value
Converted into shared collection XP
Free Players
No long-term path
Every session contributed to progression
Team Process
Reactive tuning
Model-driven balance workflow
Age of Rivals: Conquest — Game Designer → Lead Game Designer (Oktagon Games) · 2021