Casino homepages range from familiar, tried-and-tested themes, such as fishing, fruits, sweets, ancient Egypt and Irish luck, to more innovative, outside-the-box designs. While traditional aesthetics continue to be top performers, some of the biggest breakout hits of the past year have broken the mould with bold and visually striking designs.
In part-one of a recent roundtable, we spoke to Ivan Kravchuk, CEO at Evoplay, Iryna Dragulina, Game Tribe Leader at Playson, Johannes Polbring, Product Owner at Thunderkick, Marcin Trafiałek, Promo Tools Specialist at Wazdan, Kajal Verma, Chief Creative Officer at Push Gaming, Amy Brewis, Account Manager at Realistic Games, and Javier Sacristán Franco, International Business Director at R. Franco Digital, about familiar and distinct themes, what space they fill in the market, and the visual elements that make players gravitate towards a certain game.
How crucial is familiarity in game design? Do players prefer slots with recognisable themes or are they more attracted to innovative designs that offer something new?
Ivan Kravchuk: Recognisable themes and mechanics offer a sense of comfort, especially for the conservative players who make up a large portion of slot fans. That’s why themes like gods, fruits, treasures, and sports continue to dominate, consistently ranking among the top five most popular games in online casinos.
Despite this, innovative game designs are steadily increasing their presence in the igaming landscape. These games tend to attract tech-savvy players or those who are bored with the classics and seeking new twists. For example, in our top games across all regions, classic slots like Hot Triple Sevens often share leading positions in key metrics with instant games like Penalty Shoot-out. Looking ahead, I expect this trend to intensify.
Iryna Dragulina: A combination of the two is vital to ensure strong player retention levels and an ever-growing player base. Whilst familiarity plays an important role in game design, especially for seasoned players who come with predefined expectations, innovation can be effectively implemented without becoming overbearing.
Instead of bombarding new titles with complex descriptions or isolated game sections, we focus on creating intuitive and accessible products. Supercharged Clovers: Hold and Win and Piggy Power: Hit the Bonus, for example, have been designed with clear brand identity. The two titles pay homage to their predecessors but incorporate a wow factor with alterations to trusted mechanics that resonates with slot enthusiasts.
Johannes Polbring: Familiarity is a major factor when predicting the potential success of a game. Utilising themes that are proven to resonate with the target audience can provide a strong starting point for performance, with familiarity often evoking emotional connections which can encourage engagement with a new slot. Themes related to popular culture, such as games centred around TV shows, movies, and myths, are more likely to draw attention as the brand or genre is already established.
Familiarity in theme is also often accompanied by similarities in gameplay, reducing the learning curve required for players to understand a title. The steeper the learning curve, the more likely players are to lose interest, resulting in shorter game sessions. However, there is always room for innovation with products, and new ideas can provide respite from overused themes.
Marcin Trafiałek: It’s extremely important for players to be at ease with a game thanks to familiar patterns and overall design. However, I wouldn’t say that the key factor is the theme itself, but rather the gameplay mechanics and interface.
If players feel comfortable in an environment shaped by these two factors, I believe they will adapt to gameplay that introduces further innovations. The main thing is the product’s consistency with the overall brand vision and achieving this through consistent development.
Kajal Verma: Recognisable and familiar themes often create a sense of comfort and nostalgia for the player. Already understanding a game’s thematic elements, they can focus more on gameplay mechanics rather than trying to figure out the context. This can also be said about themes based on popular IPs. Here aesthetics can capitalise on players’ existing emotional connections that they have with previous titles.
While familiarity draws in players, many seek out innovative designs that offer unique experiences. This includes fresh themes, or distinctive art styles. Players who are more experienced or adventurous may gravitate towards games that offer novelty and break away from typical patterns. This can also keep players more interested in playing.
Amy Brewis: Familiarity in game design is crucial because it can attract players by evoking comfort and recognition. Players often prefer slots with recognisable themes, as they know what to expect and are reassured by familiar elements, which can lead to steady engagement and revenue for suppliers.
However, innovative designs offer something new that can captivate players, especially those seeking fresh experiences in a crowded market. While these may take more time to gain traction, they can create unique market positions and attract new audiences.
Balancing familiarity with innovation is key to appealing to a wide range of players. For example, our latest release, Top Tenner, has a classic gaming theme but with a twist within its features, providing a unique experience through the dynamic Top 10 wins mechanic. Offsetting this new concept and gameplay style is the more understood aesthetics, preventing a barrier to entry for newer players.
Javier Sacristán Franco: Familiarity in game design plays a critical role. Players often gravitate toward slots with recognisable themes because they evoke a sense of trust, nostalgia, or emotional connection, which can lead to stronger engagement.
Well-known themes, such as those based on popular movies, TV shows, mythology, or iconic slot symbols, help players feel more comfortable and confident when trying a new game. This familiarity can also reduce the learning curve, making it easier for players to understand the mechanics and features of the game without feeling overwhelmed.
However, while familiarity can help attract players initially, it doesn’t guarantee long-term success. Many players are also looking for innovative designs and fresh experiences that break away from the predictable.
Do games with conventional themes appeal to a different demographic than those with more unique design, or is visual appeal a universal draw regardless of theme?
ID: Separating theme performance from mechanics can be tricky as they often work in tandem to shape the player’s experience. Whilst certain themes may resonate more broadly and perform consistently across different markets, it’s the synergy between theme and mechanics that often captivates players.
Our data shows themes which typically appeal to a wider audience such as fruit, Egyptian or animal-styled slots, still resonate with those who are a bit more niche with their preferences. This is down to the mechanics which are incorporated blending efficiently with popular themes but also adding an innovative approach to gameplay for those who favour more contemporary features, leading to an inclusive player experience.
JP: If a game looks stunning and performs well, it will undoubtedly have universal appeal. However, there are different attitudes towards game themes and mechanics, largely down to generational quirks. More traditional players will typically gravitate toward familiar themes, such as classic fruits and ancient Egypt, as well as predictable games with fewer paylines and less complex mechanics.
In contrast, the younger generation of player tends to be more tech-savvy, and as a result, seeks out edgy themes and new mechanics. It is important for a studio to understand its commercial goals and target audience in order to tailor their approach accordingly.
MT: Certain themes certainly appeal to different groups of players. This is a natural phenomenon commonly occurring. One person may prefer a series set in a fantasy world, while another may favour a science-fiction setting. Ultimately, the most important thing is that both forms deliver the highest possible quality. Only this can dictate a product’s success and meet the full spectrum of market demands.
KV: There will be certain players who will always lean more towards familiar themes, which offer a sense of comfort and are easy to pick up and play. These players value simplicity and recognition over complexity.
Alternatively, there are players who seek variety and innovation. These players may enjoy immersing themselves in new themes that deviate from traditional designs.
Finally, there will be balanced players who like a mix of both—familiar themes with enough innovation to keep them feeling fresh and engaging.
Whether the game is a traditional theme or a unique one, the key is ensuring that the visuals elements work in sync with the game mechanics. With unique themes you need to work harder to ensure there is high visual appeal and intuitive gameplay, as the player is already thrown into unfamiliar terrain.
AB: Games with conventional themes often attract a broad demographic by using familiar imagery and narratives that many players recognise and feel comfortable with. These themes appeal to those who prefer traditional experiences or are new to gaming and are drawn to established elements.
In contrast, unique designs and innovative themes may attract a niche audience, particularly players seeking fresh and different experiences. While visual appeal is important to all players, the combination of visual appeal with the theme’s familiarity or uniqueness is what truly determines a game’s draw, balancing both elements is key to reaching diverse player groups.
JSR: Absolutely. The theme of a game plays a significant role in attracting different demographics, but it’s not just about the theme itself – it’s also about how that theme is executed. The style, tone, and overall presentation can resonate differently across various player groups.
For example, conventional themes like ancient civilisations, classic fruit slots, or mythology might appeal to more traditional or casual players who are familiar with those motifs. On the other hand, more unique or avant-garde themes, like sci-fi worlds, sweets or fantasy, might attract younger or more adventurous players looking for something novel.
IK: When creating games, we focus on different audiences, considering their cultural and generational preferences. Generally, classic casino games resonate with traditional players, while more innovative games attract a younger audience. However, player preferences are influenced by factors beyond just age or theme, such as market maturity and economic conditions.
For instance, many of Evoplay’s classic and instant games are popular in Latin America, whereas our sports-themed instant games perform well in Europe, where players are traditionally more passionate about slots. With this in mind, at Evoplay, we prioritise quality, attractive design, and simple gameplay – elements that appeal to players of all types, regardless of age or location.
