ICONIC21 Redefines Branded Live Casino Studios with Immersive Design

In today’s competitive live casino landscape, branded gaming tables have become more than decorative elements—they serve as strategic assets that strengthen an operator’s identity. Stanislav Kriuk, Head of Studio Operations at ICONIC21, emphasized their value in shaping long-term differentiation.

“Branded tables go far beyond surface-level appeal. They’re used as tools for long-term differentiation. In live casino, every second of player attention counts, and a custom-built table allows operators to own not just the space but the tone, emotion and perception of the experience. It builds familiarity, trust, and brand loyalty over time,” Kriuk explained.

According to him, when executed well, a dedicated studio is more than a playing environment—it becomes a digital hub where campaigns are launched, partnerships highlighted, and brand consistency reinforced. Rather than merely presenting content, operators transform into producers of distinctive, ownable experiences.

Building a branded studio requires more than aesthetics—it’s a highly detailed process that blends creativity, engineering, and production precision. Kriuk described the journey as beginning with a deep dive into the brand’s DNA, from tone and mood to target audience and identity.

From there, the design phase moves into visual mapping with moodboards, 2D layouts, and 3D renderings from each camera perspective. He noted that many underestimate the level of detail required. Every lighting effect, camera transition, and visual element must be carefully tested for clarity and consistency.

Meanwhile, the team works on front-end digital elements such as tailored user interfaces, animations, and overlays. Once the design is approved, production begins—manufacturing décor, installing signage, fine-tuning lighting, and ensuring all components meet exact specifications.

Kriuk stressed the importance of fidelity between concept and execution: “Clients expect a one-to-one match and rightly so. Our team consistently delivers results that are indistinguishable from the virtual vision: textures, focal lengths, materials and finishes are executed with exacting precision.”

Every studio project faces technical limits, whether space, acoustics, or lighting. Kriuk acknowledged that while ambitious ideas are crucial, they must align with practical realities. ICONIC21 collaborates closely with operators to determine the right table mix, camera setups, and spatial flow.

“Our job is to turn bold concepts into technically sound, production-ready environments. Sometimes that means refining or simplifying the original vision,” he said. The ultimate goal is a studio that not only looks impressive but also performs reliably for daily operations.

Beyond technical execution, ICONIC21’s approach emphasizes immersion from the player’s perspective. Interfaces are kept clean, lighting intentional, and the overall design language tightly aligned with the brand identity.

“Every table positioning, every camera transition and every UI element contributes to the tone. Even details like table texture or background movement are carefully selected to avoid visual fatigue,” Kriuk noted. The aim is to make players feel part of the brand universe without overwhelming them with visual clutter. Subtle integration ensures the brand feels authentic while gameplay remains the central focus.

Looking forward, Kriuk sees branded studios becoming increasingly modular and adaptive. Seasonal themes, real-time overlays, and data-driven environments are likely to become standard. He envisions spaces evolving into multi-layered content hubs where games, promotions, and community features blend seamlessly.

“We’re heading toward more modular, flexible studios, where themes can evolve seasonally, tech can support real-time overlays, and branding adapts to audience segments,” he explained. “Players now expect seamless transitions between games, promotions, and community features, and branded studios must evolve into content hubs rather than static sets.”

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ICONIC21’s work has not gone unnoticed. The company was recently named a finalist for Best Live Dealer Provider at the European iGaming Excellence (EiGE) Awards in Warsaw, organized during the European Gaming Congress. Earlier this year, ICONIC21 also received multiple nominations at the EGR B2B Awards in London, including recognition for Live Casino Supplier. The company’s presence at the EiGE and SBC Awards underscores its reputation as a fast-rising force in live casino innovation.

Source:

, linkedin.com, September 9, 2025.