The Art Of Game Creation: What Makes A Standout Slot Game?

The Art Of Game Creation: What Makes A Standout Slot Game?

In this behind-the-scenes Q&A, RubyPlay’s Creative Director, Douglas Hand, delves into the creative process behind their standout slot games. From the influence of player psychology to the integration of branded content, Douglas provides us with an insight into what goes into crafting slots that are not only visually stunning but deeply engaging.

What are the core ingredients that make a slot game stand out in today’s crowded market?

From experience, I’ve seen how strong branding and visual clarity can make or break a game's performance. For example, when I’ve optimised logos and thumbnails I’ve seen a boost in CTR by over 25% in a single day. In such a crowded market, I focus on making first impressions count. Visually, I aim for a unique, stylised look that stands out but still feels familiar enough to attract a wide audience.

It’s a careful balance. Push too far and you risk alienating players, play it too safe and your game can disappear in the noise. When working with new ideas or mechanics, I will pair them with tried and tested themes. This creates a sense of comfort and familiarity that helps players ease into a new experience.

I also place strong emphasis on clean UI, clear symbol hierarchy, and satisfying animations - not just for polish, but to support engagement and retention. Every design choice I make is rooted in a deep understanding of player psychology and long-term behaviour.

How does player psychology influence your game design choices, particularly around features, storytelling and visuals?

I’ve always aimed to balance storytelling with visual mechanics. Too often, games miss clear opportunities to connect key thematic elements to the core gameplay loop and that’s a wasted opportunity to elevate the entire experience.

For me, solving that kind of creative challenge is one of the most rewarding parts of the job. I’m deliberate when selecting themes, and I focus on communicating gameplay mechanics clearly without overcomplicating things. A major turnoff for players is a game that feels confusing or unfamiliar at a glance.

The core loop should be obvious within the first few spins, and players should be rewarded early on with visually satisfying animations and well-timed feature triggers that keep them engaged.

Can you walk us through RubyPlay’s creative process, from concept development to final release?

It all starts with close collaboration between game design and creative. We kick off with a few focused sessions to align on the game’s mechanics and the intended player experience. From there, I take the lead on shaping the creative direction, translating those ideas into a cohesive, visually impactful art brief.

I determine the most fitting theme and art style by drawing on market trends, internal performance data, and over two decades of professional experience. Once the vision is set, it’s brought to life by my exceptional creative leads and their talented teams of artists and animators.

They flesh out every detail, working closely with each other and with the development team to ensure the scope remains achievable without compromising quality. Throughout production, we playtest and fine tune the visuals to ensure they’re not just beautiful but intuitive to players. The full creative cycle takes roughly 4 to 8 weeks depending on the complexity of the game.

The fast turnaround is made possible by our optimised processes, smart templates, and a few trade secrets. Prior to release, our skilled graphic and motion designers step in to craft bold, eye-catching marketing assets that help drive engagement and visibility in an increasingly competitive space.

When working on branded or bespoke content, how do you maintain the balance between brand identity and RubyPlay’s creative signature?

For our branded and bespoke games, we pride ourselves on capturing the essence of a brand, not just the logo. We integrate brand identity into the theme, art style, symbol design, colour palette, and cultural references. RubyPlay’s creative signature is versatility and speed. We’re a creative powerhouse, capable of producing games in any style and theme, all in record time without once compromising on quality. This approach ensures we’re never boxed into a single niche or limited to specific markets.

What trends are currently shaping the future of slot game design and how is RubyPlay adapting or innovating to stay ahead?

In my view, the market has grown increasingly stale and I know I’m not alone in that opinion. Over the past decade, a creative movement has been gaining momentum, with more boutique studios emerging bringing fresh perspectives, bold new art styles, and innovative approaches to visual mechanics. I’ve embraced this shift by keeping my team creatively agile.

Rather than relying on a single style, we develop a wide range of styles and techniques in house. This flexibility allows us to react to new opportunities quickly, cast a wider net, and build a more diverse portfolio, all of which increases our chances of delivering standout performers.