Western Bulldogs coach Luke Beveridge has given further insight into his viral evisceration of the AFL, saying a love of the game were behind his blistering comments.

Speaking after the Bulldogs' 12-point defeat to Fremantle on Friday, Beveridge finished his post-game press conference by detailing the reasons why he decided to blast the league.

When asked on Wednesday for his thoughts on the changes to the draft, the long-time Bulldogs mentor went into a three-minute monologue on the state of the game.

Beveridge described the AFL as a "punching bag" and claimed the game had become "ping pong" due to the league's desire for broadcast revenue.

The 2016 AFL premiership coach got his start at local level, leading amateur side St Bedes-Mentone to an unprecedented three consecutive flags from C to A Grade.

"Ultimately, most of us are protectors of the players' interests, at this level, but definitely in metropolitan and regional centres," Beveridge said on Friday night.

"Whichever direction we take the game, we've got to cater for everyone who's playing it, not just our national competition.

"It's got to be the pathways and everyone who who needs security and understanding.

"Sometimes simplicity can be brilliance.

"My message was probably mostly around how there can be clutter that we can through."

Beveridge said he had a "conversation or two" planned with people at the AFL

"Those of us who have been in the game long enough can help because all we care about is the beauty of our game and its longevity and its durability," he said.

"Any comment comes from the heart and the interests of everyone who loves the game.

"It's not out of self interest.

"It's got nothing to do with our club, our team, or me.

"It's got to do with everyone.

"We've got to keep improving things, and when things aren't quite right, we've got to work through how to do that."