Madden NFL is a multi-billion dollar franchise that makes its money by selling Packs — a form of loot box. And for Madden NFL 23, I redesigned the game's Pack system from the ground up.
Rather than 1 bespoke asset, I created a system with interchangeable pieces. Every pack is made from the same Photoshop file with a library of swappable materials, textures, colors, text, graphics, and more.
Live-service games move at a breakneck speed, yet this workflow allowed me to create unique, high-quality assets for every scenario. Even generic assets like this Variety Pack had a realistic, distinctive look.
This system is designed to accommodate brand partners, too. Examples like the Doritos Pack and the Nike Pack showcase how, even with large changes, there is a consistent graphic language that connects all Packs.
By the time Madden NFL 23 launched, hundreds of Packs were created. Yet, as a live-service title, this was just the beginning; thousands of packs were created over the course of the game's life.
