Dr Eyal Loz, chief product officer at RubyPlay, joined the iGB@ICE Studio to explore how player psychology, simplicity and AI are shaping modern slot development.
Speaking with Katie Goldfinch, the presenter, Loz argues that high-performing games often emerge from simplified concepts rather than over-designed mechanics. In his experience, success is driven by iteration, volume and quality control, rather than trying to engineer a single “perfect” product. Removing unnecessary features, he suggested, helps sharpen the emotional connection players have with a game.
AI as an enabler, not a replacement for creativity
“We should really make the effort not to let AI take our voice away,” Loz said. While generative AI is accelerating art and animation production, allowing studios to deliver high-quality content at greater speed, creative judgment remains essential.
Loz added that AI’s real value lies in enabling faster, more relevant content, including games built around specific events or brands. Reflecting on player behaviour and the importance of data-led design, he emphasised that developers should focus on behaviour over opinion. As he put it, designers should “watch what players do, not what they say”.
Watch the iGB@ICE Studio live on the iGB YouTube channel for more interviews and insights from ICE Barcelona 2026.