As branded live casino tables become a key differentiator for operators worldwide, iGaming Expert sat down with Stanislav Kriuk, Head of Studio Operations at ICONIC21, to explore what makes a custom-built studio successful, from early vision to live production.
iGaming Expert: In a saturated live casino market, how do branded tables function as a long-term brand asset rather than just a visual enhancement?
Stanislav Kriuk: 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.
A branded studio becomes a digital destination where campaigns are activated, partnerships are promoted and tone of voice is consistently reinforced. Done well, it can extend the brand beyond marketing, embedding it into real player interaction. It shifts the operator from hosting content to becoming the producer of a recognisable, ownable experience.
iGX: What’s the real process of translating a brand vision into a physical and digital studio environment, and where do most operators underestimate the effort involved?
SK: It starts with immersion. We need to understand the brand at a granular level: mood, audience, tone, visual identity. Then we move into design: moodboards, 2D layouts and 3D renders from each table’s camera view. Many underestimate how important that 360° precision is. Everything must be tested for lighting, transitions and on-screen clarity.
Meanwhile, we’re also developing technical front-end elements such as custom UI, animations and overlays. Finally, we enter production, with manufacturing physical décor, assembling on site and setting up lighting, signage and equipment. It’s a cross-functional process that blends creativity, engineering and production discipline. Operators often expect plug-and-play, but what they get is a fully orchestrated build.
We also understand how critical design fidelity is. The alignment between approved 3D renders and the final physical outcome are essential. 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 detail must be perfect and ensuring that seamless translation from concept to reality is one of our strongest capabilities.
iGX: As studio design becomes more advanced, how do you balance creative ambition with operational practicality, especially across different formats, table types and spatial constraints?
SK: Every studio has its limits: physical dimensions, number of tables, lighting conditions, acoustic treatment. Creative ambition is essential, but it has to be filtered through operational realities. That’s where technical design meets creative direction. We work closely with operators to define which table types they need, what camera angles matter most, and how the space will flow.
Our job is to turn bold concepts into technically sound, production-ready environments. Sometimes that means refining or simplifying the original vision. At ICONIC21, we are making sure the result is stable, immersive, and optimised for day-to-day performance.
iGX: How do you ensure the final branded studio experience feels immersive and intentional from the player’s point of view and not just branded for branding’s sake?
SK: We design from the player’s perspective first. That means clean interfaces, intentional lighting, strong visual framing and a coherent design language that feels like part of the brand universe, not just a room with a logo. 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. Immersion comes from consistency when every element works in harmony. We aim to make the player feel like they’re in the brand.
At the same time, we’re careful not to overdo it. Minimising distraction is key, as the experience should never feel oversaturated with elements. Each studio and each table tell their own brand story, but the priority remains native expression and a comfortable focus on the game itself. Subtlety and balance ensure that the brand feels authentic, while the gameplay stays at the centre of attention.iGX: Looking ahead, how do you see branded studios evolving, especially with tech advancements and shifting player expectations?
SK: 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. Expect greater integration between live and digital layers: responsive UI, data-driven dynamic backdrops. Players now expect seamless transitions between games, promotions, and community features, and branded studios must evolve into content hubs rather than static sets. The future is adaptability at the production level too.
