AI Gameplay Designer — Build Characters

About Iconic

We’re building digital actors: AI-driven characters that don’t just talk, but act; shaping the world, responding to the player, and driving stories that evolve through both words and actions.

We believe games and interactive media are on the verge of a fundamental shift.

Today’s experiences are largely scripted, characters follow predefined paths, and player choice is limited. We’re building systems that change that: digital actors that can think, communicate, and take action in real time.

Our goal is to create worlds that are truly alive—where stories emerge from interaction, and every player experience is unique.

Recent advances in AI make this possible for the first time. The challenge now is turning that potential into real, scalable systems that people can play.

The Design Team is a multi-disciplinary group dedicated to crafting compelling player experiences, from initial concept through to final implementation. Working closely with the Research, Art, Narrative, and Engineering Teams, the team translates the overall game vision into individual features, levels, quests, and encounters. Through creative problem-solving and continuous iteration, the Design Team takes ownership of features across the full development lifecycle, ensuring high-quality experiences are delivered to schedule.

• Develop feature designs and feature specifications for a broad range of game features
• Partner with research to build innovative experiences with cutting edge technology
• Maintain design documentation and be a major contributor to the ideation process
• Solicit feedback from a multi-disciplinary team of designers, artists, engineers and scientists
• Take ownership of features throughout their development, and act as an ambassador for the features you own
• Ensure the final delivery of features is fun, engaging, and meeting the expectations of our fanbase
• Develop feature prototypes to test and iterate on ideas early
• Ensure productive play testing, fix reported bugs, and secure Director validation
• Iterate upon live experiences using direct player data and community sentiment

• Proven game design experience on a high-profile console or PC title
• Experience working in a cross-discipline team to provide high quality features and content to players
• Experience prototyping game features
• A passionate gamer, with an ability to analyse game features and understand what makes them work
• A highly collaborative developer
• Excellent written and verbal communication skills are essential
• Experience working with player data to improve game content

• Build at the frontier of AI and interactive entertainment
• High ownership and direct impact in a small team
• Work on technically challenging, meaningful problems
• Help shape how characters and animation behave in a new kind of interactive system
• London-based team with in-person collaboration