Case Study - IWG games contract
During my contract with Instant Win Gaming, I worked on a range of instant win titles, including a licensed game featuring Country and Western singer Luke Combs. In addition to game design,
I also created marketing support materials for promotional and advertising purposes.
This case study outlines my creative process for one of the titles developed during this time a Holiday Season game tailored for the North American market.
Tools used:
Photoshop, illustrator, After Effects, Particle Illustions.
Understanding the Brief
The brief required a game that combined holiday themes with cash based mechanics, designed to appeal to a North American audience. The tone needed to be festive and engaging, with clear visual cues for prize values and bonus features.
Early Exploration
To get things rolling, I put together a moodboard to explore different themes, check out similar games on the market, and get a feel for what kind of art styles, techniques, and colour palettes might work. I started with some quick hand-drawn sketches, scanned in black and white, just to keep the ideas loose and flexible while everything was still taking shape.
Iconography & Symbol Design
Creating a clear visual hierarchy among the symbols was essential to communicate their tiered prize values.
Symbol categories included:
Holiday-themed items: candy cane, bauble, bells, and Star
Instant Win symbol: Originally a Christmas cracker, changed to a (Christmas stocking for better cultural relevance to a North American audience)
Cash-themed items: coins, single dollar bills, and stacked bundles of notes.
Bonus Features & Aesthetic Choices
The game featured a Free Spins Bonus with three tiers of unlockable prizes and the potential for retriggers. To visually represent the prize tiers, I incorporated presents wrapped in gold, silver, and bronze wrapping.
Outcome
The final visual direction combined bold iconography, a vibrant festive theme, and clear prize indicators — enhancing both gameplay clarity and user engagement. This project demonstrates my ability to adapt designs for regional markets, support gameplay mechanics with visual storytelling, and create assets that align with both game and marketing goals.
