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About Me

My name is Seth Edens, I am a 39 year old Product Owner/Producer at Electronic Arts (EA) in Orlando Florida. I am a retired veteran of the United States Air Force. In December 2016, I graduated from Full Sail University with a Bachelor of Science in game design and in February 2018, as Valedictorian with a Master of Science in game design.


I have worked on and released several projects at EA including Madden 21-24, Madden Mobile, NBA Live, and NBA Live Mobile. I am currently the Product Owner of a large live service feature for College Football 25, previously working on a large live service feature on Madden 25. In my time at EA Sports I have been a Designer, Producer, and currently Product Owner. I have worked on products from their inception through the entire development cycle, into their release, all while simultaneously supporting live products and working on upcoming ones.

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I have strong skills with product management software, including: Slack, Zoom, Jira, Miro, Trello, Confluence, and Perforce. I also have technical experience in engine with Frostbite, Unreal, and Unity. I am an experienced  content, feature, tools, workflow, and pipeline designer, with an eye for the details. My top skills also include scope and capacity planning, telemetry analysis, and budget planning.

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I am proud of the many workflows and tools I have been instrumental in creating. These achievements have all been accomplished while working remotely and managing many remote multidiscipline teams and 3rd party contractors. I thrive on anticipating and mitigating risks, maintaining a high velocity, and streamlining processes, while also ensuring my team maintains a healthy work/life balance. 


I have worked on very large distributed teams as well as small, tight-knit teams, each having their own unique characteristics. The individuals I work with know me to be a fair and empathetic leader, both traits I am happy to be known for. I enjoy working with other creative personalities and thrive in creative environments.

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The ambiguity of what each day of my job will bring is exciting and a challenge to define and conquer. Game development and production is my passion, I long to be a part of a team crafting fresh IP with innovative features that drive player agency and create emergent forms of gameplay and story-telling.

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Projects

Madden 25

Product Owner: Ultimate Team Dev

  • Remotely managed a team of 30+ engineers and 3rd party contractors

  • Created feature roadmaps & defined feature scope

  • Planned team capacity and managed feature backlog

  • Planned sprints and assigned tasks while adhering to the capacity plan

  • Ensured features remained in scope

  • Worked closely with multiple teams of various disciplines to ensure the features were delivered at or below cost & at or before deadlines. 

  • Ensured stakeholder remained informed

College Football 25

Product Owner:

Live Services Content

  • Remotely managed a small team of content & economy designers, while working with artists, online developers, & engineers

  • Created product roadmap and determined expected feature grades

  • Defined features scope & determined team capacity​

  • Planned sprints and assigned tasks while adhering to the capacity plan

  • Ensured features remained in scope

  • Worked with a remote team of technical artists, engineers, & designers to create a new tool and art pipeline

  • Ensured stakeholder remained informed

Madden 24

Producer/Product Owner

  • Remotely managed a team of 30+ engineers and 3rd party contractors

  • Adhered to feature roadmaps & feature scope

  • Planned team capacity and managed feature backlog

  • Planned sprints and assigned tasks while adhering to the capacity plan

  • Ensured features remained in scope

  • Worked closely with multiple teams of various disciplines to ensure the features were delivered at or below cost & at or before deadlines. 

  • Ensured stakeholder remained informed

Madden 23

Producer

 

  • Led a small team of content designers & collaborated with several multidisciplinary teams to create & implement in-game assets & live-content

  • Assisted with design of content release schedule & designed store bundles

  • Created a new, more efficient workflow for live content 

  • Trained & mentored a team of contract designers on the processes & procedures of live-content development

  • Set priorities & assigned & scheduled tasks to ensure project features met deadlines

  • Worked closely with multiple teams of various disciplines to ensure content was delivered at or before deadlines 

  • Ensured stakeholder remained informed

Madden 22

Designer/Producer

  • Further iterated the vanity pipeline in collaboration with the new vanity team, increasing initial quantity of in-game content from 1000 assets to over 10,000 pre-launch

  • Drove the development of an in engine capture tool for vanity thumbnails working with individuals from various disciplines

  • Ensured stakeholder remained informed

  • Defined "done" for vanity assets in-game quality

  • Assisted in the development of a content release schedule

  • Worked with partner organizations on the design & release of vanity content

  • Assisted with hiring new content designers & trained them in the development of vanity assets

Madden 21

Designer

  • Worked with a multi-discipline team to design & create a vanity workflow & pipeline for the introduction of vanity assets in the new Yard mode of Madden

  • Assisted in hiring a new team of content designers for vanity assets ​

  • Trained new team members on the creation of vanity assets

  • Ensured all vanity assets had proper approval from the NFL & other partners

  • Designed the vanity store for the Yard & ensured it remained populated and functional throughout the year

  • Analyzed user feedback to determine how vanity would be used in the future & what vanity assets were most successful

  • Created vanity assets for Madden mobile & helped design the cross-platform purchasing functionality

Trapped

  • Designed & built location set pieces from modular art assets

  • Ensured all locations were properly lit & functioned with a rising & setting sun

  • Shaped & textured terrain & then refined procedural foliage placement

  • Worked with a small remote team to create this title

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The Slaughterhouse is a good example of how I was able to design the implicit narrative into the game. There are many locations I designed throughout the game that give hints at the non-explicit story of Trapped while remaining obscure enough to allow the player to create their own emergent stories.

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Trapped is a modern survival horror shooter from Forthright Entertainment. The link to the steam page is below.

https://store.steampowered.com/app/444690/TRAPPED/

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World Builder

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Contact

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