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…(answer continued below)

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…(answer continued below)

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…(answer continued below)

Read the full article and Hand’s full response below.