for early access to the latest igaming videos!
and get the latest igaming news first!
Lyudmil Kolev, Senior Graphic Designer/2D Artist at Silverback Gaming, on why design is integral to the experience players receive when firing up the reels
There are many components that need to be in place for a successful slot game, but for me, the theme, design and animations are among the most important.
The theme and design are the very first things players see, and in crowded online casino lobbies, they need to stand out and catch the player’s eye more than any other game on offer.
This can be quite the challenge, but one that game designers love to embrace – at Silverback Gaming, we are given absolute freedom to pursue different philosophies and styles.
We are also given the tools we need to bring themes, narratives, mechanics and bonuses to life through the medium of game design.
I’m talking about things like generative AI, which we’ve found to be incredibly effective at conceptualisation and producing initial designs and animations.
But this needs to be combined with a team of experienced creatives who understand the unique challenges that come with designing a slot game.
What are those challenges?
There are many, but one of the most significant is ensuring the design and animations align with other core aspects of the game, such as the theme, narrative and, of course, the gameplay.
Design can’t be done in isolation of these factors, so while we do have freedom to explore, it needs to be done in a way that ensures the game comes together as the complete package.
Oversaturation is another issue we face. There are literally thousands of games in the market, with many taking the same or similar themes.
This can make it hard for a studio to differentiate and produce games that are instantly recognisable as being their own.
Hallmark design is something that comes over time, and with a solid portfolio of 60 games under our belt, we now have a signature style that can be seen across most of our slots.
Of course, we also ensure that each title is unique and that the artistic style used fits the theme, narrative and wider gameplay.
How do we overcome those challenges?
It comes down to the design process we have in place at Silverback Gaming, and the incredible individuals that work across all of our teams.
This is a studio where every voice is heard, and games are developed through collaboration between all departments, teams and individuals.
As I said, a successful game needs to be the complete package, and this means ensuring input from all stakeholders throughout the design and development process.
We have a solid feedback system in place which ensures we are constantly making design tweaks and improvements right up to the moment the game goes off for final QA testing.
As a studio, we have really embraced artificial intelligence to help with several aspects of the design and development process, and this has had a profound positive impact on the business.
We do use AI to help get the creative juices flowing and to develop design concepts and ideas, but it’s in supporting processes and workflows where it’s been the most effective.
It’s important to remember that AI and automation don’t belong everywhere and they should only be used where it makes sense to.
Another thing we do is embrace data and use it to guide design – and indeed the math and mechanics of each game.
The more games we have in the market, the more data we generate, allowing us to learn and improve.
We really do deep dive into the data to understand what specific parts of the game have made it a hit with players, or if it’s not performing as expected, why.
When this is combined with our internal feedback loops – as well as any feedback we receive from our operator partners – we can design with a strong understanding of what works.
But real creativity goes beyond data, and this is why we have pulled out all the stops to build an impressive team of designers and creatives.
These are highly skilled people who have creativity and flair flowing through their veins but also understand data and how to use it to guide their work.
This rare combination is why we invest heavily in giving our team the flexibility and environment they need to do their best work and reach their full potential.
I’m going to be biased in my belief that game design is one of the most important aspects of slot development, but it really is.
Sure, the math and mechanics need to be right, but it’s the design and animations that bring everything to life and immerse players in the theme, narrative and gameplay.
It’s what ensures a game stands out in the lobby, and what draws players to click on the tile and fire up the game. Once they are in, it’s what visualises the edge of the seat experience they are enjoying.
Of course, developing a slot game is a real team effort, but I’m incredibly proud to be a game designer and to champion the part we play in creating epic slots for players.
