AvatarUX Q&A with Gamingslots

Our Account Manager, Ashley Delaney, gave an exclusive interview to Gamingslots about the creation of diamond dealer Dez.

During the conversation, Ashley explored the inspiration behind Dez’s character, the design choices that shaped the game’s unique “Pay Anywhere” mechanic and gritty visual style, and the balance between high-stakes features and smooth gameplay.

Read the interview below:

Diamond Dez offers a fresh theme by focusing on the diamond dealer Dez. What inspired this unique perspective, and how does it shape the player’s experience?

Ashley Delaney: Like all great ideas, the concept for Diamond Dez was born in the office late one afternoon as we were approaching the end of the day chatting about the classic film Snatch and its unforgettable characters. When the conversation turned to Brick Top, we were all of a sudden fully back into business mode, and realised a character inspired by his gritty charm would be perfect for a game. From that moment, we jumped straight into developing the idea and shaping the personality of Dez, the diamond dealer.

Fast forward a few days, and thanks to the incredible work of our design team, the first sketches of Dez came to life and we were all in.

What really defines Diamond Dez and shapes the player experience is the nostalgia it evokes, especially for our European audience. Who didn’t, as a kid, dream about those wild, adrenaline-fueled escapades? Diamond Dez taps into that sense of adventure while giving players the chance to win big at the same time.

That feeling was echoed when we presented the game to our partners; many instantly drew parallels to Brick Top and Snatch. Combined with the game’s massive win potential and the hilarious Easter eggs hidden in the bonus round (pay close attention!), Diamond Dez delivers a fun, quirky, and rewarding experience from start to finish.

The “Pay Anywhere” mechanic rewards matches of 8 or more symbols anywhere on the 6×5 grid. How does this feature tie into the heist theme, and what made you choose this approach?

Ashley Delaney: Choosing the Pay Anywhere mechanic was an easy call. We didn’t want players restricted by paylines or fixed paths, we wanted them grabbing diamonds from every corner of the grid! Just like a real heist, everything’s up for grabs. Anything else just wouldn’t have captured that same rush and freedom.

The progression bar that builds toward the “Time to Shine!” mode adds a sense of anticipation and climax. How does this mirror the tension and strategy involved in a high-stakes adventure?

Ashley Delaney: From a thematic perspective, the gradual buildup in the progression bar mirrors the preparations and rising tension, with every step bringing you closer to the critical moment.

It generates a real sense of anticipation, much like sneaking past security, unlocking the vault, and edging toward the final score. Players can feel themselves inching toward that big payoff, aware they need just a few more wins to trigger it. This dynamic builds investment and focus; as in any great heist, every move matters.

From a strategic standpoint, the mechanic rewards consistency rather than a single lucky hit. It encourages steady progress, one win at a time, mirroring the deliberate planning and execution of a successful heist, where each obstacle cleared brings you closer to the ultimate reward.

Multiplier Diamonds can stack up to 100x, creating high-risk, high-reward moments. How did you balance these explosive multipliers to keep gameplay entertaining yet fair?

Ashley Delaney: I’d say it’s a combination of factors. The explosive multipliers being available only during free spins keeps the fun alive, giving players a clear target to aim for. Combined with the Time to Shine! progression bar, which triggers only after sustained success in the bonus round — this creates a clear sense of progression and anticipation. It strikes a balance between engagement and rarity, as the full potential multipliers aren’t always immediately accessible.

In addition, the blend of the Pay Anywhere mechanic with multiplier wilds and vaults ensures frequent small-to-medium wins along the way, while the biggest multipliers appear during major events. This balance keeps the engagement levels high throughout, while still maintaining a fair and rewarding experience for players.

The game’s sleek, neon-noir aesthetic gives off a glamorous yet dangerous vibe. What artistic choices helped create this cinematic underworld feel?

Ashley Delaney: There’s always something entertaining about a shady character. You can make them a little cheekier, a little more expressive, mainly when it’s an old-timer who’s made a living in a risky line of work. As mentioned, Dez draws clear inspiration from Brick Top in Snatch: a no-nonsense, witty, and dangerous figure who deals in diamonds and gold without asking too many questions about their origins.

The film also influenced our aesthetic. The look is dark, gritty, and muted, with browns and greys dominating the palette to capture the atmosphere of “dirty deeds done dirt cheap”. Against that subdued backdrop, the sparkling diamonds and golden accessories stand out even more, creating a striking contrast that immediately catches the eye.

AvatarUX is known for innovative mechanics. What was the biggest challenge in integrating multiple features in Diamond Dez to maintain a smooth and thematic gameplay experience?

Ashley Delaney: As always, our biggest challenge was perfecting the player experience. We knew the math model was engaging and entertaining, but we also wanted to build a compelling story around it. Bringing personality to Dez, our protagonist, turned out to be the toughest part.

Our goal was for Dez to play an active role in every feature of the game, which sounded great on paper, but in practice, we may have over-animated him at first. We had to make some tough choices about what to keep and what to scale back, but we’re incredibly proud of the final result. Dez has a real personality, players either love him or love to hate him and that emotional reaction is exactly what we were aiming for.

Diamond Dez highlights a stronger focus on narrative and character compared to some of your previous titles. How do you see this reflecting AvatarUX’s evolving creative direction, and what might players expect from your studio’s upcoming games?

Ashley Delaney: I think it’s safe to say you can expect plenty of exciting additions to our portfolio soon, with a strong focus on character-driven experiences (or maybe even characters). That’s not to say players won’t see more incredible PopWins titles… Just stay tuned for November!

As we continue to develop, innovate, and grow, our portfolio will evolve with us. All I can say for now is: watch this space. Our team has some amazing releases lined up for the remainder of the year, and 2026 is shaping up to be our most ambitious year [sic] yet, featuring never-before-seen mechanics and themes from AvatarUX. This is only the beginning!

The original interview was published on Gamingslots.