Posted: May 12, 2014
TL;DR: You cannot create your own gameplay. If you're completely new to game design, AGFPro is a nice starter package, but you'll have to learn to use something else to really create your own games.
If you're already familiar with using a game engine like Unity3D, you won't need AGFPro, but maybe you'll like it. I personally didn't.
When I first had a look into Axis Game Factory, I had a negative feeling about the whole thing. As I looked a little more into it recently, I found out that most of my problems were because of its presentation.
To start with this first: Like others stated already, the term "Game Factory" can be confusing. Unlinke Unity3D, the tool this tool was made with, you cannot create your own games with it.
What you CAN do is create Landscapes with a lot of ready-to-go assets. Buildings, textures for your terrain, extra shaders, everything there. The editor also comes with some features that may or may not make level design easier or faster than with Unity. When you're done, you either put one of the AGFPro Players into your level and play around a bit, or you import your level to Unity3D, where you can build a game upon what you designed. This feature was in beta while I tested it and crashed while importing.
But right here's another positive thing: The developer is constantly trying to improve this tool.
I personally couldn't really warm up to Axis Game Factory. I'm able to do pretty much I can do with it in Unity, and with that I don't need a second tool for level design. Also, the UI of AGFPro felt unintuitive to me, but that's subjective as well.
If you're able to use Unity or something alike, I don't recommend this tool, since I didn't see much use in the features that it adds to what Unity already gives you, or is available for Unity.
Maybe, for you, it's different, so you might want to take a look anyway.
Also, I do think that beginners with no experience with other tools can get a nice starter package here to have a first look into level design and if creating games could be something for them.
Just keep in mind that, to make your own game idea reality, you WILL have to learn to use another tool.