Pixelton Arena brings Genopets into Telegram — a turn-based battle game built around a Win → Rank → Earn progression loop that links gameplay outcomes to leaderboard standing and real reward opportunities. The brief was to create a visual system that felt nostalgic and fun, held up on mobile screens, and extended consistently across social channels and live events.
Role & Team
Senior Art Director, responsible for game art, visual design, and event visuals across in-game experiences and player-facing moments. I worked closely with the art lead and cross-functional partners to keep the visual direction aligned with gameplay mechanics, product goals, and live event activations.
Project Goal
Expand the Genopets ecosystem through a battle-focused Telegram experience that retains existing players and attracts new ones. The game needed to feel rewarding from the first session — and the visual design had to support that by making progression feel clear, satisfying, and worth coming back for.
Visual Direction & Marketing Support
The art direction draws from classic Japanese RPGs and arcade games, using pixel art to create a retro aesthetic that feels familiar without feeling dated. The style was optimised for mobile and high-resolution displays — pixel-perfect on small screens, still charming at larger sizes. Beyond in-game art, the visual direction extended across every player-facing touchpoint: Telegram sticker packs, promotional videos, exclusive in-app item artwork, and event booth displays. Keeping these assets visually consistent — from a 48x48 pixel battle sprite to a life-size event banner — required a tight visual system and close coordination with the broader team.
Project Learnings
Designing for a Telegram mini-app introduced constraints I hadn't worked with before — performance limits, smaller screen real estate, and a user base that moves quickly between apps. Working within those limits pushed the visual direction toward clarity and immediate readability, which ultimately made the game's identity stronger, not weaker.