GBC Time has interviewed – Ana D’Arrigo, Head of Marketing at AvatarUX, market-leading game studio, globally recognised for creating award-winning slot games.
Can you give us an overview of AvatarUX? How has the company evolved over the years?
At AvatarUX, innovation and creativity are at the heart of everything we do. We don’t just aim to make games- we strive to craft experiences that are fun, engaging, and stand out in the market. From day one, we set out to do something different, and that’s how our journey with proprietary mechanics began.
We’re widely recognized for our signature PopWins™ mechanic, which powers some of our most successful titles like CherryPop, MonkeyPop, and LooneyPop. Over time, we’ve expanded the PopWins™ family with exciting variations such as StickyPop, MultiPop, Xpops, and PopScades, and we’ve paired them with innovative features like ZapReel, Wild Reel, and Loaded Reel.
But we haven’t stopped there. We’ve continued pushing the boundaries by developing entirely new mechanics, like Infinity Stacks and the soon-to-be-released Fortune Collector. Last Year, we also launched a new game vertical called Instaplay, showing our commitment to diversifying the player experience and driving the market forward.
When developing iGaming products, how does AvatarUX adapt its content to meet the specific needs of different markets? How do these align with the emerging player preferences and global trends?
Many of our mechanics, like PopWins™, are inherently versatile and easily adaptable to a variety of themes and game types, which gives us great flexibility when targeting different markets. However, we also put a strong emphasis on localisation and player insight.
We conduct extensive market research, monitor emerging trends, and study cultural preferences to ensure our games resonate with diverse audiences. Most importantly, we’re deeply engaged with player communities (including our own active Discord channel) where we gather direct feedback on our games. This ongoing dialogue with players helps us refine our content and stay aligned with both regional needs and global trends.
What have been your standout games this year? How do these titles reflect AvatarUX’s unique approach to engaging players?
That’s a tough one, because we pour something unique into every title we create. But if we had to highlight a few standouts from this year, Toad’s Bounty (our second Instaplay title), Canyon Riches, Vegas Fortune, and the upcoming Captain More’Gain all showcase new mechanics and gameplay dynamics that offer players something fresh and exciting.
These games perfectly reflect our approach: delivering bold concepts, engaging features, and high-quality production that consistently elevate the player experience. And with plenty more exciting releases on the horizon, we’re just getting started.
While innovation drives success, mistakes can be equally instructive. What challenges or pitfalls do you think developers should avoid when creating slot games? How does AvatarUX ensure it stays ahead of such risks?
Absolutely! Mistakes are part of the creative process and offer valuable learning opportunities. Every studio has its own path, so there’s no one-size-fits-all formula for success. However, one principle stands out to me above all: listen to your players.
At AvatarUX, player feedback is embedded into our development cycle. We engage our community from the early stages, gather input throughout production, and continuously iterate based on what we hear. This proactive approach helps us avoid blind spots, refine gameplay, and ultimately create content that truly connects with our audience.
What are the key milestones you have so far achieved in 2025?
So far, 2025 has been a year of significant growth and momentum for AvatarUX. We’ve expanded our global footprint through key distribution partnerships and by entering several new markets, strengthening our presence across the iGaming landscape.
On the production side, we’ve successfully scaled up our game development capabilities—enabling us to release more titles and push creative boundaries with new mechanics and innovative features.
We’re also proud to have received industry recognition at several prominent events, which serves as a strong endorsement of our dedication to quality, originality, and innovation.
AvatarUX has been growing its reach in 2025. What are your strategic goals for 2026, and how do they build on the company’s achievements so far?
Looking ahead to 2026, we’ll continue doing what we do best: creating games that excite, engage, and surprise. Our focus remains on delivering exceptional quality while pushing creative boundaries through new mechanics, distinctive features, and innovative formats.
We also aim to deepen our relationships with both operators and players, while exploring emerging technologies that can further elevate the player experience. As always, our goal is to stay ahead of the curve by delivering bold, standout content that players love and remember.
