Dr Eyal Loz, chief product officer at RubyPlay, joined the iGB@ICE Studio to discover how participant psychology, simplicity and AI are shaping fashionable slot growth.
Talking with Katie Goldfinch, the presenter, Loz argues that high-performing video games typically emerge from simplified ideas relatively than over-designed mechanics. In his expertise, success is pushed by iteration, quantity and high quality management, relatively than making an attempt to engineer a single “excellent” product. Eradicating pointless options, he advised, helps sharpen the emotional connection gamers have with a recreation.
AI as an enabler, not a alternative for creativity
“We must always actually take the time to not let AI take our voice away,” Loz mentioned. Whereas generative AI is accelerating artwork and animation manufacturing, permitting studios to ship high-quality content material at larger velocity, artistic judgment stays important.
Loz added that AI’s actual worth lies in enabling quicker, extra related content material, together with video games constructed round particular occasions or manufacturers. Reflecting on participant behaviour and the significance of data-led design, he emphasised that builders ought to give attention to behaviour over opinion. As he put it, designers ought to “watch what gamers do, not what they are saying”.
Watch the iGB@ICE Studio dwell on the iGB YouTube channel for extra interviews and insights from ICE Barcelona 2026.
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