Art is everywhere, if you’re looking for it, and the world of gambling is no exception. In fact, casinos and works of art often go hand in hand. The thing that characterizes a good work of art is its emotional power. So, it should be no surprise that it is put to work by anyone who wants to influence our behavior.

In physical casinos, works of art draw people in – casinos are sometimes the venue of prominent exhibitions – but, in a more subtle way, they also set the scene for the experience the establishment wishes to encourage.

Art as user interface
At first glance, it may seem that online casinos have less use for art. After all, the player is sitting remotely and cannot be wowed by the decor or the artwork on display. But those familiar with the role of user experience (UX) and user interface (UI) will be aware that the aesthetics of a game (or any piece of software) is not to be underestimated in encouraging the user to engage.

A prime example of where aesthetics and online casinos meet is the niche field of slot machine game art. There are different types of slot machines. Perhaps the best known are the physical machines that are sometimes seen in bars or amusement arcades and, of course, in rows and rows at casinos, filling the air with their musical beeping and the occasional torrent of coins. But a look online, for example at the exclusive progressive slots available, gives an idea of the variety of online slots out there.

What are the features of slot machine design?
Traditional slot machines often rely on a lot of bright colors and flashing lights to draw the player in and encourage play. The artwork is limited to the exterior of the machine and the imagery of the symbols on the spinning reels. Therefore, these games are relatively limited in their potential for creating a narrative in the game.

The artwork and UX associated with online slot machine games, however, tend to be about capturing the imagination, often with quite intricate gameplay combined with the spinning of the reels. There is a seemingly endless array of slot machine games, but certain themes are common to many.

For example, many are related to the mysteries of the past. Historically-themed artwork is to be seen in a lot of slot machine games, both physical and virtual. A favorite device is the treasures to be found in ancient Egypt. Others feature the riches of ancient Rome or the fortunes to be made in the Wild West. Another popular theme is mythological or fantasy-inspired games. Here, fantasy worlds are evoked, populated by mythological creatures that abound with magic and intrigue.

Unlike their physical ancestors, online slot games are not constrained by the limited movements of a machine and have all the possibilities of computer animation at their disposal. Animation is therefore often present throughout the UX, from the menus and gameplay scenarios to the spinning symbols and the results.

Why do artwork and UI matter for online casinos?
Allusions to piles of gold and treasure buried under the Egyptian pyramids have the obvious effect of reminding the player that there is money to be won. Also, when players are engrossed in the game and lose themselves in the world that the game creates, they are more likely to continue playing and to come back for more. Besides, an appealing UI will provide the visual cues that the player comes to associate with enjoying the game, also encouraging repeat play.

But the focus on far-off times or strange new worlds has, in common with so many forms of entertainment, at its heart, an element of escapism that many of us find attractive from time to time.