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From Vision to Execution. Inside Game Creation: Interview with Will and Ray at DreamPlay
In recent years, the iGaming industry has been evolving at an exceptional pace, driven by technological advancements, innovative mechanics, and a deeper understanding of player psychology. Behind every successful slot or casual title stands a team of specialists who transform concepts into polished, engaging experiences enjoyed by players worldwide.
To shed light on how this creative and highly technical process unfolds within DreamPlay, we spoke with Game Producer Ray and Game Designer Will. They shared their insights into modern game development, the principles that guide their decisions, and the factors that shape the creation of new titles in a rapidly changing market.
Q1. Core Elements of Player Perception
Which elements of game design — from mathematical logic to gameplay pace — most often have a decisive influence on a player’s perception of the game?
Will:
It’s all important. The rhythm and potential in the Math balance, the way mechanics are designed and interact with each other, symbols looking and animating in an appealing way, to both avoiding there being repetitive sounds that annoy Players and sounds that celebrate their highs. They all contribute to the overall Player experience.
As a Game Designer, the biggest priority I have is the Player experience, and to achieve that we make sure everyone who contributes to the game is working toward the same goal and supporting every element regardless of the department; for example, ensuring the sound design hypes up the big moments in the Math model or making sure the art and animation properly communicate how the mechanics function.
Q2. Differentiating Similar Slots
In your experience, what makes the difference in production dynamics between slots with similar mechanics? Which development parameters are most critical for the final result?
Ray:
Even when two slots share similar features or math models, the theme, the way the gameplay is presented, and the pacing make a huge difference in how the final product feels. Players can sense a well-balanced math model without needing to understand the technical details — they just feel rewarded for playing, and they understand what the game is trying to offer them.
For us, creating a great player experience is the real differentiator. It’s what separates our games from competitors, even when the mechanics look similar on paper.
Q3. Emotional Triggers in Game Design
In your experience, what design choices have the strongest impact on players’ emotional responses, and how do you approach creating them?
Will:
Some of the strongest emotional responses come from when the Player makes an assumption about the way a feature works, then gets that confirmed with a big win or progression towards something big — the whole potential of the game opens up to them. That’s when the imagination takes over with questions like “What if this mechanic works with that one? That could be huge.” It cements that desire to fully explore the game and everything it has to offer.
Q4. Late-Stage Adjustments in Development
When you have to tweak a game in the later stages of development, what factors usually cause the changes?
Will:
Usually, it’s a complex UI element for an equally complex mechanic; elements like that often need many iterations to make sure we’re communicating to the Player in a way that makes sense to them. One of the biggest barriers preventing Players from enjoying the game is their understanding of it, so effective communication is incredibly important.
It’s never a waste of time to break down that barrier as much as possible so the games can be experienced in their full form.
Q5. Underrated Stages of Slot Development
In your opinion, which stage of slot creation is most often underestimated, even though it affects the integrity of the final product?
Ray:
I think the most underestimated stage is actually the final stretch — the polish and QA phase. This is where we identify small improvements that make the game feel tight, consistent, and enjoyable, and it’s also where we make sure everything meets our quality standards and jurisdictional requirements.
It’s easy to overlook how important this stage is, but it’s often what determines whether the final product feels truly finished.
Q6. A Benchmark Project for the Team
Which project in your practice has become a benchmark for you in production, and what has it taught the team in terms of development efficiency and quality?
Ray:
DreamPlay is still a new company, and we’re all learning how to work together and build our own production rhythm. One project that really stands out for us is Moon Joker. It came together in a way that showed what we’re capable of when every department is aligned.
We had a strong concept; we kept things simple and classic, but we still found room to innovate. Art, design, math, audio, and engineering all pushed in the same direction, and you’ll be able to see that in the final product. It’s a great example of what our team can achieve when everything clicks.
Discover more from DreamPlay:
Boomerang Partners
Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award
From 20th to 21st January, Boomerang Partners participated in the iGB Affiliate Barcelona 2026. This event once again brought together key players of the global affiliate marketing industry, serving as a platform for strategic discussions, partnerships, and knowledge exchange. Boomerang met with current and new affiliate partners, presented its latest expert product, the Sports Marketing and Betting Calendar 2026, and reaffirmed sports as its core strategic segment. Also, the company won the prestigious ‘Best Live Event Marketing Campaign’ award at the European iGaming Awards.
Sports as a strategic focus
For Boomerang Partners, sports is a long-term strategic vertical. The company aspires to become the world’s leading sports-focused affiliate program, backed by extensive experience and deep expertise. iGB Affiliate Barcelona provided an excellent opportunity to meet with affiliate partners and discuss collaboration for the current year, which can rightfully be called the Year of Sports, thanks to the FIFA World Cup 2026, the Olympic Winter Games Milano Cortina 2026, and numerous other tournaments across various sports.
Strategy sessions and analytics at the core
Boomerang Partners traditionally attends major industry events together with representatives of its in-house analytics team. During iGB Affiliate Barcelona, the company held a series of strategic sessions with affiliate partners, focusing on traffic planning, seasonality, and campaign efficiency.
This approach allows affiliate teams to meet not only Boomerang’s affiliate managers, but also the analysts behind the company’s strategies. As a result, exhibitions like iGB Affiliate Barcelona become effective spaces for in-depth discussions and long-term planning rather than surface-level networking.
A must-have tool for sports-focused affiliates
One of the key highlights of Boomerang Partners’ participation was the presentation of the Sports Marketing & Betting Calendar 2026. This exclusive guide was introduced as both a practical analytics product and a value-driven gift for affiliate partners.
The Calendar consolidates sports schedules, traffic peak predictions, GEO insights, industry trends summary, and expert recommendations into a single framework, helping affiliate teams plan campaigns throughout the year. It can provide practical value to experienced sports-focused affiliates in shaping their strategies. Newcomers starting in the vertical will gain valuable insights into many nuances of working with sports traffic, such as the importance of tailoring campaigns to specific tournament phases (pre-event, during the competition, or post-event).
Booth concept and sports-focused activations
Boomerang Partners’ booth reflected the company’s sports-first positioning. All on-booth activities were built around sports engagement – from interactive mechanics to branded giveaways. All of this reinforced the message that Boomerang speaks the language of sports affiliates and understands their needs.
So, among all those who downloaded the Sports Marketing & Betting Calendar 2026 via QR code at the booth during the exhibition, a fully-funded trip and accommodation in Milan was raffled, including tickets to a home match of the Club at the iconic San Siro Stadium.
Looking ahead
Boomerang Partners encourages affiliate teams to stay up to date on upcoming updates and to actively use analytical tools when planning sports campaigns. Tools like the Sports Marketing & Betting Calendar 2026 are designed to help partners anticipate traffic peaks, optimize strategies, and drive sustainable growth in the sports vertical.
Darina Sharban, Affiliate Team Lead at Boomerang Partners, commented:
“iGB Affiliate Barcelona is always about quality conversations. This year, we saw strong interest from partners who already work with sports traffic and want deeper analytics to scale their campaigns. Such opportunities are provided to them by our Sports Marketing & Betting Calendar 2026.”
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, said:
“What stood out was how many discussions went beyond campaign planning. Partners were focused on seasonality, long-term planning, and how to prepare for major sports events in advance.”
Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, added:
“Events like this allow us to align expectations. When affiliate partners see our analytics approach and tools like the Sports Marketing & Betting Calendar, conversations become much more strategic.
Well-deserved recognition
During iGB Affiliate Barcelona, the winners of the European iGaming Awards were announced. Boomerang Partners won in the category ‘Best Live Event Marketing Campaign’. In doing so, the jury rightfully acknowledged the company for its outstanding execution of the Golden Boomerang Awards ceremony at the legendary San Siro Stadium in Milan in May 2025. The event was combined with an exclusive networking and a charity auction. The participation of AC Milan Legend Andrea Pirlo, who presented awards in 11 categories, gave the ceremony a special status.
With iGB Affiliate Barcelona 2026 behind them, Boomerang Partners continues to focus on analytics, expertise, and long-term partnerships – keeping sports at the center of its affiliate strategy. Download the Sports Marketing & Betting Calendar 2026 on the company’s official website and plan your sports traffic campaigns effectively.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
QTech Games, the leading game aggregator for emerging markets, has announced another progressive partnership with emerging force supplier, Orbital Gaming – a cutting-edge casino game development studio, focused on delivering innovative content that blends creativity, fairness, and technical precision.
Integrating content from such a forward-thinking studio, whose portfolio already boasts over 20 games, adds yet more creative muscle to QTech Games’ burgeoning platform, which is taking the widest range of online games to emerging territories with established names, such as Evolution and Blueprint Gaming, sitting alongside the industry’s most exciting up-and-coming providers. The games made available to QTech partners via the deal are comprised of Orbital’s trademark Original PF (Provably Fair) content, with all games designed in-house from the ground up. Every game features custom-built math models, modern mechanics, and striking visual styles that keep players engaged and entertained across crash games, slots, and fast-paced instant-win formats. All titles are lightweight, and optimized for seamless performance across emerging markets, guarding against technological barriers to engagement, such as handset-quality limitations, restricted access to fast networks, or high data costs.
Valerian Chanchibadze, CEO of Orbital Gaming: “Teaming up with QTech represents a fantastic opportunity to strengthen our product distribution across emerging territories and deliver our great games to a range of top-tier partners. This deal immediately improves our reach across emerging territories, and we can’t wait to watch how our titles capture the imaginations of a swathe of new players across emerging markets.”
Philip Doftvik, QTech Games’ CEO, said: “Orbital Gaming instantly took our eye, thanks to their flair for crafting simplicity out of complexity, alongside elevating top-class game design. These are values we share. We look forward to seeing how these games perform across a spread of new markets for Orbital – showcasing their fresh, engaging content to a growing network of players, and generating more revenues for our partners.”
The post QTech Games goes Orbital with rising star studio appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Boomerang Partners
Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award
From 20th to 21st January, Boomerang Partners participated in the iGB Affiliate Barcelona 2026. This event once again brought together key players of the global affiliate marketing industry, serving as a platform for strategic discussions, partnerships, and knowledge exchange. Boomerang met with current and new affiliate partners, presented its latest expert product, the Sports Marketing and Betting Calendar 2026, and reaffirmed sports as its core strategic segment. Also, the company won the prestigious ‘Best Live Event Marketing Campaign’ award at the European iGaming Awards.
Sports as a strategic focus
For Boomerang Partners, sports is a long-term strategic vertical. The company aspires to become the world’s leading sports-focused affiliate program, backed by extensive experience and deep expertise. iGB Affiliate Barcelona provided an excellent opportunity to meet with affiliate partners and discuss collaboration for the current year, which can rightfully be called the Year of Sports, thanks to the FIFA World Cup 2026, the Olympic Winter Games Milano Cortina 2026, and numerous other tournaments across various sports.
Strategy sessions and analytics at the core
Boomerang Partners traditionally attends major industry events together with representatives of its in-house analytics team. During iGB Affiliate Barcelona, the company held a series of strategic sessions with affiliate partners, focusing on traffic planning, seasonality, and campaign efficiency.
This approach allows affiliate teams to meet not only Boomerang’s affiliate managers, but also the analysts behind the company’s strategies. As a result, exhibitions like iGB Affiliate Barcelona become effective spaces for in-depth discussions and long-term planning rather than surface-level networking.
A must-have tool for sports-focused affiliates
One of the key highlights of Boomerang Partners’ participation was the presentation of the Sports Marketing & Betting Calendar 2026. This exclusive guide was introduced as both a practical analytics product and a value-driven gift for affiliate partners.
The Calendar consolidates sports schedules, traffic peak predictions, GEO insights, industry trends summary, and expert recommendations into a single framework, helping affiliate teams plan campaigns throughout the year. It can provide practical value to experienced sports-focused affiliates in shaping their strategies. Newcomers starting in the vertical will gain valuable insights into many nuances of working with sports traffic, such as the importance of tailoring campaigns to specific tournament phases (pre-event, during the competition, or post-event).
Booth concept and sports-focused activations
Boomerang Partners’ booth reflected the company’s sports-first positioning. All on-booth activities were built around sports engagement – from interactive mechanics to branded giveaways. All of this reinforced the message that Boomerang speaks the language of sports affiliates and understands their needs.
So, among all those who downloaded the Sports Marketing & Betting Calendar 2026 via QR code at the booth during the exhibition, a fully-funded trip and accommodation in Milan was raffled, including tickets to a home match of the Club at the iconic San Siro Stadium.
Looking ahead
Boomerang Partners encourages affiliate teams to stay up to date on upcoming updates and to actively use analytical tools when planning sports campaigns. Tools like the Sports Marketing & Betting Calendar 2026 are designed to help partners anticipate traffic peaks, optimize strategies, and drive sustainable growth in the sports vertical.
Darina Sharban, Affiliate Team Lead at Boomerang Partners, commented:
“iGB Affiliate Barcelona is always about quality conversations. This year, we saw strong interest from partners who already work with sports traffic and want deeper analytics to scale their campaigns. Such opportunities are provided to them by our Sports Marketing & Betting Calendar 2026.”
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, said:
“What stood out was how many discussions went beyond campaign planning. Partners were focused on seasonality, long-term planning, and how to prepare for major sports events in advance.”
Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, added:
“Events like this allow us to align expectations. When affiliate partners see our analytics approach and tools like the Sports Marketing & Betting Calendar, conversations become much more strategic.
Well-deserved recognition
During iGB Affiliate Barcelona, the winners of the European iGaming Awards were announced. Boomerang Partners won in the category ‘Best Live Event Marketing Campaign’. In doing so, the jury rightfully acknowledged the company for its outstanding execution of the Golden Boomerang Awards ceremony at the legendary San Siro Stadium in Milan in May 2025. The event was combined with an exclusive networking and a charity auction. The participation of AC Milan Legend Andrea Pirlo, who presented awards in 11 categories, gave the ceremony a special status.
With iGB Affiliate Barcelona 2026 behind them, Boomerang Partners continues to focus on analytics, expertise, and long-term partnerships – keeping sports at the center of its affiliate strategy. Download the Sports Marketing & Betting Calendar 2026 on the company’s official website and plan your sports traffic campaigns effectively.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award appeared first on Americas iGaming & Sports Betting News.
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