The creative thinking behind creating a new product

By Stanislavs Uldrihs, Art Director at Eeze

When developing a live casino product, one question continually arises: How can we enhance the player experience? Trying to slake our curiosity led to the intriguing creation of Fusion Roulette.

At its core, Fusion Roulette remains recognisable as roulette, the classic casino title that has lasted over time, but the overall experience aims to feel distinctive. Set in a retro-futuristic universe inspired by arcade gaming, the table is situated in the centre of a high-energy environment featuring flying numbers, dynamic images, and glowing portals that enhance immersion. The style is bold and electrifying, yet the aim is straightforward: to heighten the game’s excitement and energy.

Shaped by creative exploration and player insight 

The initial inspiration for Fusion Roulette originated from our design team as we examined various genres and creative movements to find something that felt both unique and exciting in a live casino environment. Retro-futurism emerged as a compelling direction, striking a balance between familiarity and bold visual expression.

As with all products, once our concepts began to take shape, we pay close attention to existing player preferences and broader feedback on our titles, with their demands always playing a key role in the development process. This understanding guided and refined our creative decisions, influencing colour palettes and interactive features. In the early stages of a project like this, many ideas can coexist, but paying attention to player reactions helps us achieve clarity and focus.

One of the most challenging creative tasks was ensuring that all visual elements, from the studio background to the on-screen animations, worked together seamlessly. As a player, the experience should feel cohesive rather than fragmented. This involved paying close attention to every detail, ensuring that transitions between stages of play were smooth, that each graphic had a purpose, and that the overall aesthetic contributed to rather than detracted from the sense of anticipation.

Building anticipation through visuals

The Fusion Numbers and multipliers serve as a great example of important gameplay elements. Their visual presentation is crucial; it’s not merely about showing a number on the screen. It involves how the number is displayed, how long it takes to appear, the accompanying music, and changes in lighting. All these factors significantly contribute to the player’s emotional experience. We focused on the tempo and delivery to create tension that is engaging rather than stressful.

Of course, none of this would have been possible without strong communication within departments. Fusion Roulette united our technology, design, product, and operations teams from the beginning. There was a lot of experimentation, testing, and refining, along with discarding ideas that didn’t quite fit, all in pursuit of delivering something polished and unique.

Designed with a diverse player base in mind, Fusion Roulette appeals to a broad range of players. It features familiar gameplay and striking visuals, making it attractive across different markets. The game offers both traditional and innovative features, attracting long-time roulette enthusiasts and newer players seeking an exciting experience. It is rapidly becoming a vital part of our portfolio and demonstrates our commitment to delivering entertainment with international appeal.

Ultimately, Fusion Roulette is a project that showcases what we believe live casino can be: swift, thrilling, collaborative, and creatively ambitious, yet always rooted in what players enjoy most.

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