Latest News
The psychology of slot symbols: how iconography influences player behaviour

Imagery has always been a central part of the slot gaming experience. Even manufacturers of the most primitive one-armed bandits knew the power that could potentially be harnessed by employing psychology to attract players and keep them playing.
It remains no less true today that, through imagery, operators and developers know exactly how to push our buttons.
Nostalgia and imagery
Amongst the most potent of human emotions is nostalgia, a wistful yearning for a previous time, whether we lived through it or not.
Classic slot symbols, such as 7s, bars, bells and fruit, are all used to elicit a feeling of nostalgia for the time of traditional, physical machines in brick-and-mortar casinos. This has the effect of making us feel like we’re engaging with something wholesome and familiar, and this familiarity in turn serves to reassure us that whatever we’re doing is okay.
By evoking memories of a simpler time, whether on a conscious or subconscious level, and whether the player actually experienced those times or not, a zone of psychological comfort and safety can be created for the player.
Wealth
Slot players are often dreaming of those big, life-changing wins, and the iconography of slot machines feeds on this, providing reassurance that one’s big win is always just around the corner.
By employing images which suggest wealth, such as coins, dollar symbols and stacks of cash, slot machines continuously remind us that there’s real money on the table, and that this particular game offers a potential path to riches.
The power of colour
Colour psychology is a scientific field in its own right, and slot machines have been utilising the wealth of research on this topic since their conception.
The overall brightness of slot machines stimulates the player’s brain, keeping them engaged, whilst specific colours are used to create a unique ambience, giving each game an identity related to its colour palette.
Certain colours can evoke certain emotions, and there are many colour-related patterns which can be seen across modern slot machines. For instance, greens are often used in the design of slot machines, to elicit a sense of nature and freshness. Similarly, golds are used to suggest wealth and prosperity.
Familiar themes
The iconography of recurring themes is another way that designers can create specific associations with their games in the minds of their players.
Popular themes include ancient Egypt (Cleopatra, Magic of the Nile), the luck of the Irish (Rainbow Riches, Pot o’ Gold), and many more. Recently, there’s been an upsurge in the number of games based on fishing themes (Big Bass Bonanza, Golden Catch).
Familiar symbolism also comes in the form of existing intellectual properties, such as TV shows (Deal or No Deal, Game of Thrones), musical groups (Guns N’ Roses, Kiss), and popular movies (Rocky, Beetlejuice, The Godfather).
These slot games may be licensed, or they may simply refer to these IPs in an unofficial capacity. Either way, players enjoy the familiarity they offer, as well as the chance to engage with references to their favourite media.
Some games even allow operators to become the theme, customising the game as they see fit. For example, Fluffy Favourites can be adapted to reflect the theme of an operator’s website, reinforcing brand loyalty within the game.
The psychology of winning
It’s the idea of a win that keeps players playing, and slot machine designers use this fact, along with established psychological theories and phenomena, to make their games gripping.
For instance, cognitive biases are thought processes which are often observed, according to which the human brain tends to follow certain heuristic paths, simplifying information and passing it through a system of mental filters.
In terms of slot machine design, this means that, for example, a player who comes close to hitting a high-value combination of symbols is likely to interpret this as almost winning, which has the effect of making them more likely to spin again.
The psychological concept of conditioning can also be applied to slot machine design. Winning combos are often accompanied by celebratory sound effects and animations, including raining coins and victorious trumpets, creating positive associations in the minds of players, and encouraging them to seek this reward out again.
Psychology and ethics in gambling
There are, of course, moral and ethical implications of applying psychology to gambling. At what point does it become coercive? When is suggestion actually manipulation? The burden of answering these questions and monitoring appropriate slot machine design falls on the Gambling Commission.
The Commission have already implemented several rules which seek to minimise problem gambling and the development of bad habits, such as banning auto-play functions, limiting the time between spins, and ensuring that players have access to safer gambling tools.
However, it may be the case that more could be done to educate players on the psychological effects of symbolism in their favourite games.
Beating the system
Being aware of the psychological methods used by operators to keep a person playing is the first step in ensuring that one isn’t being manipulated.
Making good use of bonuses and promotions is a good way to enjoy better value gaming, and setting strict limits will help to ensure that players only spend what they can afford to lose.
Online casino free spins are a great way to try out slot games without risking real money. Customers can get free spin offers from no-deposit sign-up bonuses, or use the available demo versions to try games out for free.
Because many psychological methods operate on an unconscious level, and therefore cannot necessarily be noticed, good responsible gambling practices are a must if we are to ensure that gambling takes place in a healthy environment, and that players are not being taken advantage of.
Affiliate Industry
Galaxsys Joins Forces with First Look Games to Boost Global Reach

Fast and slot games developer Galaxsys taps into First Look Games’ affiliate network to drive growth across key markets.
First Look Games, the London-based B2B platform that helps game studios connect with over 1,000 trusted publishers, has teamed up with award-winning fast and slot game developer Galaxsys to bring its entire portfolio to a global audience.
Thanks to the new partnership, Galaxsys’ fast, slot, and skill games—including hits like Tower Rush and Olympian Legends — are now available to First Look Games’ network of more than 1000 affiliate publishers, reaching over 20 million players across Europe, LatAm, and Asia.
Affiliates will get exclusive access to game assets, certified marketing materials, and playable demos through First Look’s platform, making it easier than ever to promote Galaxsys’ high-performance titles.
Tom Galanis, CEO at First Look Games, said: “Fast games are having a real moment right now, and Galaxsys is right at the heart of that trend. Their titles not only grab players’ attention but keep them coming back. It’s exactly the kind of content our publishers love.”
Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, commented: “Partnering with First Look Games is a great opportunity for us to put our games in front of a wider global audience. Their platform gives affiliates everything they need to promote our titles effectively, from marketing tools to demo access. We’re excited to work with a partner that truly knows how to amplify a studio’s presence in the market.”
Galaxsys enters the partnership with strong industry momentum, having recently picked up several major awards. Known for its focus on skill-driven, short-format gameplay, the studio is tapping into a growing player demand for fast, engaging experiences that offer more than just chance.
First Look Games, meanwhile, continues to be the go-to platform for game studios looking to scale their affiliate marketing. To date, the company has helped over 50 studios extend their reach and level up the quality of their campaigns.
The post Galaxsys Joins Forces with First Look Games to Boost Global Reach appeared first on European Gaming Industry News.
Latest News
Evoplay expands underwater universe with Sea of Wealth: Hunt for Coin

Evoplay, the award-winning game development studio, has launched Sea of Wealth: Hunt for Coin, the latest release in its aquatic-themed slot series.
Set in a vibrant underwater world, the 5×3 video slot runs across five fixed paylines and features marine creatures, powerful gods, and ancient treasures hidden beneath the waves. Players will encounter seven regular symbols, alongside Wilds, Bonus symbols, and the mighty Trident as they dive into the action.
Wilds substitute for regular symbols, excluding Bonus and Trident, and appear only on reels 2 to 5 in the base game. Landing six or more Bonus symbols triggers the Bonus Game, where each symbol carries either a random cash value or one of three jackpots: MINI, MEGA, or SUPER.
During the Bonus Game, players begin with three spins, which reset every time a new Bonus or Trident symbol lands. Bonus symbols lock in place, while the Trident symbol collects the values of all visible Bonus symbols on screen. Collecting all 15 Bonus symbols awards the Grand jackpot, worth 5,000x the bet.
To heighten the excitement, the Bonus Buy feature offers players direct access to the Bonus Game at any time.
Sea of Wealth: Hunt for Coin continues Evoplay’s commitment to expanding beloved IPs with fresh features and bold visuals, giving operators a new title grounded in performance and strong player appeal.
Ivan Kravchuk, CEO at Evoplay, said: “Sea of Wealth: Hunt for Coin brings another layer to our ocean-inspired line-up, combining a proven structure with vivid storytelling and interactive bonus features.
“It’s a title designed to deliver rewarding moments and long-term engagement, while also giving our partners another high-quality product backed by a recognisable theme.”
The post Evoplay expands underwater universe with Sea of Wealth: Hunt for Coin appeared first on European Gaming Industry News.
Latest News
GambleAware Statement on the New Statutory Gambling Harms System and the Future of the Charity

The transition to the new statutory gambling harms system is well underway and ahead of this process reaching completion on 1 April 2026, GambleAware’s Chair of trustees, Andy Boucher, and Baroness Twycross, the Minister for Gambling, have issued the following statements:
Andy Boucher, Chair of trustees, GambleAware has said: “The introduction of the new statutory levy and the appointment of the three new commissioners for gambling harms research, prevention and treatment means that, as expected, the work historically delivered by GambleAware will now transition to the UK government and new commissioners across England, Scotland and Wales. We have advocated for the introduction of a statutory system for many years and are proud of our contribution to its implementation. Alongside this, we are also proud of the impact GambleAware’s prevention and treatment activity has had in supporting tens of thousands of people over the years, through our national campaigns and our commissioned partners, including the National Gambling Support Network. Recognising the change across the system, trustees have decided that GambleAware, the charity, will work towards a managed closure by 31 March 2026.
“We remain committed to fulfilling existing commissioning agreements until the new system is in place by April 2026. Our main priority continues to be keeping people safe from gambling harm and to ensure stability and continuity for our beneficiaries as the new commissioners take over. The GambleAware website and critical prevention resources continue to provide accessible support for all.
“Over the years, GambleAware and many third-sector partners have worked closely with the lived experience community to deliver a range of effective, evidence-based services. The National Gambling Support Network has been a cornerstone of this effort, supporting thousands of people annually. GambleAware’s national prevention programmes have also provided crucial advice, tools and support to millions of people in order to reduce gambling harm. Myself and other trustees are incredibly proud of the successful work that has been delivered over the years and the impact it has had across Great Britain.
“Since 2017, GambleAware has championed the development of a statutory, public health-led system to address gambling harm. We welcome this new era in which gambling harms are recognised alongside other public health issues and are funded through a statutory levy. As we enter the final phase of our commissioning work, we urge NHS England, the Office for Health Improvement and Disparities, UK Research and Innovation, and the appropriate bodies in Scotland and Wales to build upon the current system’s achievements and insights to ensure learnings are carried forward.
“On behalf of the entire Board of trustees, I would like to also recognise the unwavering commitment and drive of the GambleAware staff, leadership team and Lived Experience Council. Their collective work over the years has played a pivotal role in advancing efforts to reduce and prevent harm across Great Britain.”
Minister for Gambling, Baroness Twycross, said: “GambleAware and others across the third sector, including the National Gambling Support Network, have worked with tireless commitment over the years to commission and deliver effective services for people experiencing gambling-related harm.
“As the new statutory gambling levy system comes into effect, managing a smooth and stable transition is an absolute priority, and we are taking significant steps to maintain service provision. The new levy system will build on the successes of the current system to improve and expand efforts to further understand, tackle and treat harmful gambling.
“I want to thank GambleAware and all their staff for their efforts to support those in need across our country.”
The post GambleAware Statement on the New Statutory Gambling Harms System and the Future of the Charity appeared first on European Gaming Industry News.
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