Creative Director
What creative roles are most in demand right now in iGaming?
The industry tends to move in cycles. Over the last year especially, many companies have been focusing their hiring on the commercial side of the business, particularly sales, marketing, and player acquisition roles - as competition for players continues to increase. That said, studios are still actively hiring creative roles such as game artists and animators, especially for slot production teams. The difference now is that these roles are often more specialized and expected to work efficiently within established pipelines.
Another trend I’m seeing is that some art roles now list AI-assisted workflows as a “nice to have” skill. It’s not replacing artists, but it’s increasingly being used as a tool to speed up iteration and production within the art pipeline.
How does the company's commitment to "transparency" and "responsible gaming" influence the games’ core visual concepts?
Responsible gaming policies and industry regulations clearly influence how games are visually presented. Most operators avoid themes or imagery that could be considered overly sexualized, excessively violent, or socially irresponsible. The goal is to present gambling as entertainment rather than something dangerous, misleading or exploitative. For example, marketing and game presentation generally must avoid explicit sexual content and imagery that could appeal to minors, or messaging that suggests gambling can solve financial problems. Because many operators are publicly listed or heavily regulated, they tend to play it safe, creatively and favor themes that are broadly acceptable and compliant across multiple jurisdictions.
That said, there are always a few studios experimenting with more provocative or edgy themes in an attempt to stand out in a crowded market. But overall, most companies remain cautious, balancing creativity with regulatory compliance and brand reputation.
Is there ever a conversation about the ethical implications of the visual narratives we choose to build?
Yes, absolutely. At least in the studios I’ve been part of. There are definitely conversations around the themes and narratives we choose. Most studios are careful about the themes they develop. The goal is ultimately to create entertainment that’s fun and engaging for players. In my view, games shouldn’t be divisive, overly political, or unnecessarily controversial. The aim is to create experiences that a wide range of players can enjoy.
At the end of the day, we want to produce games and content we can be proud of. That means working within certain boundaries and making thoughtful choices about the stories and visuals we bring to life.
Are player retention and revenue the main measures of success or is there room for artistry and entertainment value?
Yes, to a large extent player engagement and revenue are still the primary measures of success. The iGaming market is incredibly saturated, with thousands of new games being released every month, so performance metrics like retention, engagement, and revenue tend to drive decision-making. That said, from an artist’s perspective, there is always room for artistry and entertainment value. Great visuals and strong creative direction are often what attract artists and animators to certain studios in the first place. The reality is that stunning visuals alone don’t guarantee success. A game can perform very well with relatively simple visuals if the core elements - game design and mathematical model - are strong. When everything comes together - great design, solid math and beautiful visuals - that’s when you really have something special.
I’m personally a big fan of Peter & Sons. They’ve placed a heavy emphasis on visual design and artistic quality while still becoming very successful in the industry, showing that strong artistry can absolutely play a role in standing out in a crowded market.
A common perception is that contributing to the iGaming industry causes moral dissonance for artists.
What mechanisms are in place to prevent its predatory edge?
That’s ultimately a very personal question. Speaking for myself, I’m a commercial artist and I work in industries that create entertainment. Many creative fields face similar questions. For example, a VFX artist in the film industry may contribute their talents to movies that depict violence, adult themes or controversial narratives. It’s also worth noting that the iGaming industry is highly regulated. Game mechanics and mathematical models are tested and certified by independent regulatory bodies to ensure fairness and compliance. Studios must follow strict guidelines in the markets where their games are distributed.
At the end of the day, our goal is to create entertainment. We design games that players can enjoy as a form of relaxation and escapism. For many people it’s simply a leisure activity, and the added possibility of winning something can make the experience more exciting.
What constitutes a sustainable business in this industry and what role do regulations and safety measures play in its development?
Regulation and safety measures are fundamental to the iGaming industry. They exist to ensure that everything operates transparently and fairly. For studios and suppliers, trust is critical - especially when working with operators who distribute games across multiple regulated markets around the world.
If you want to build a sustainable business in this space, you have to play within the rules. Compliance with licensing requirements, regulatory frameworks and responsible gaming standards is essential. If companies ignore those rules, they risk fines, losing licenses, and damaging their reputation in the industry, which can be very difficult to recover from. Beyond regulation, sustainability also comes down to consistency and culture. Studios that create great games on a regular basis and foster strong, healthy creative teams tend to last longer in the industry. At the end of the day, we are creating entertainment. If the team enjoys the process of creating that entertainment, it usually shows in the final product.
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