Creating memorable characters in games is no small feat – it takes imagination, skill, and seamless collaboration between creative minds. At Amusnet, two key roles work hand in hand to bring each character to life: the Game Artist, who defines the visual identity, and the Animator, who adds motion and emotion. We sat down with Martina Slavova, Senior Game Designer, and Rosen Dinchev, Lead Game Animator, to explore their collaboration and what makes it truly special.
Can you introduce yourselves and describe how your roles complement each other in the character creation process?
Martina: Hello, I’m Martina, Senior Game Designer on the Kraken team at Amusnet. I’ve worked across Live Casino, UX/UI, and land-based departments, but right now, I’m closely collaborating with animators to create our next masterpiece. One of the most exciting parts of this process is giving our characters their first breath of life. From concept to visuals to animation, each element depends on the others – art and animation truly go hand in hand.
Rosen: Hi, I’m Rosen, Lead Game Animator here at Amusnet. I’m responsible for bringing to life the characters, symbols, and pretty much anything that moves in our games. After the Game Designers create the visual assets, I add motion, personality, and energy. Our roles truly complement each other – we collaborate from the very beginning, bouncing ideas around in daily meetings to ensure the final result feels cohesive and full of life.
What does the creative journey of a new character look like—from concept to final animation?
Martina: It all starts with an idea – even just a spark. Sometimes it's something vague, like “bird,” and from there, the magic begins. From day one, the whole team is involved: designers, artists, animators, and product managers. Everyone brings ideas to the table, and together we shape the character. We start with the visual basics: what fits the game’s theme, what players might connect with, what feels fresh.
Then come the fun questions: What is this character going to do? How will it react when a player wins big? Will it laugh, explode, faint, or just hang from a tree and blink? This is where collaboration truly shines. Everyone adds something: pieces, references, sketches – even jokes that spark unexpected brilliance. Even when the character still looks raw and rough, that early stage is one of my favorite moments. That’s when doors open, creativity flows, and you feel like you’re building something real from scratch.
Rosen: The process usually begins with an exciting idea or emotion we want to bring into the game. From there, we brainstorm as a team – what should this character feel like, what style suits them, and how can we push them visually and mechanically?
Our collaboration starts right at the concept phase, which is something I really enjoy. Being involved early helps me understand the “why” behind a character, not just the “how.” We brainstorm a lot – sometimes over lunch, sometimes via shared folders and daily syncs – and that early alignment sets the tone for everything that follows. As the character evolves, we’re constantly communicating: sharing progress, adjusting movement, giving feedback, and swapping assets if needed. It’s like co-directing a tiny movie together, one character at a time.
Once the design is finalized, I begin assembling the animation – layer by layer – in Spine or After Effects. It’s like putting together a puzzle. I test movements, add effects, tweak timing, and iterate until everything clicks into place and feels alive.
How would you describe the artistic style of Amusnet’s games? What makes it stand out?
Martina: Amusnet’s style has grown a lot during the years I’ve been here. We’ve gone through different phases, adapting, exploring new trends, but we’ve always kept our identity. What’s especially exciting now is that we’re entering a new era, particularly with characters. Our team is building bolder, more expressive visuals. Characters are becoming a bigger part of the experience, not just background elements as they were in the past. We’re experimenting more, pushing past old limitations. There’s a fresh wave coming and we’re just getting started.
Rosen: I’d describe Amusnet’s style as bold, clean, and very polished. It always serves the game’s theme – whether we’re diving into mythology, fantasy, or classic fruit slots. What makes our visuals stand out is that we don’t just aim for flashiness. Every animation, every effect, is there to enhance immersion and emotion. We balance realism with flair to make the experience more engaging.
How do you ensure the character’s design and animation feel cohesive, engaging, and alive?
Martina: We start with a lot of conversations. Once our Product Manager shares the game’s core idea, we begin sketching out possibilities. Design, references, style choices – everything’s up for discussion. We don’t just draw a character: we imagine how it moves, feels, interacts. We think about clothing, accessories, facial expressions, and poses. After that, the animators infuse those ideas with life and movement.
Sometimes, what they come back with blows us away. Our sketches smile, jump, wave, or even get emotional. It’s incredible to watch. You imagine a character one way, but animation elevates it beyond that. When we work in harmony, the results are greater, that’s what keeps us pushing to do even better.
Rosen: The foundation is always strong communication. I want to know what feeling the artist is trying to convey so I can match it with the right motion. Technically, I make sure everything is organised, from naming conventions to layer groups and reusable rigs. That way, I can focus more on storytelling and building personality through motion. A subtle head tilt, a dramatic entrance, a playful loop – those small things make characters feel real.
Can you share a project where your collaboration had a big impact?
Martina: Definitely Crazy Red. It all started with a simple idea – just “bird” – but from there, things got wild. We explored everything: owls, bluebirds, some long-legged weirdo… and then came the parrot. He had just the right dose of wacky. Someone joked, “Let’s give him a gun!” and somehow, that stuck. We were all cracking up, but it worked. The animators went all in – how he shoots, breathes, freaks out. Even the tiniest reel characters got their own custom animations. We just kept adding: guns, bugs, reactions – it turned into one of the most creative projects we’ve ever done.
Spoiler alert – we’re working on an update with even more animations. I can’t say much, but it’s going to be awesome. We got a challenge and, well… totally nailed it.
Rosen: Legend of Zeus was a big one for me. Everything just clicked – the art direction was bold, the classical mythology theme gave me endless creative opportunities, and I had the freedom to experiment. From lightning bolts and reel transitions to dramatic symbol animations, it all came together into a rich, cohesive visual world. That kind of collaboration, where everyone’s aligned and inspired, is what makes great games happen.
All the games we create every day wouldn’t be possible without the incredible people I’m surrounded by. As our team continues to grow, we’re currently looking for Game Animators and Game Artists to join us.
You don’t need to be a senior expert to apply – many of our teammates started as juniors and developed their skills and careers right here at Amusnet. If you’re curious, creative, and excited to bring ideas to life, we’d love to meet you.
What’s the most rewarding part of working together?
Martina: If I had to sum it up in three words, they’d be: freedom, fun, and people. We don’t just work on games – we live them. At Amusnet, we’re encouraged to imagine, explore, test, fail, and try again. We push limits together. Watching a game come to life and knowing you were part of every little detail is incredibly rewarding. But what’s even more meaningful is seeing your teammates light up, hearing great feedback from players, and knowing that together, you’ve created something truly special. For me, that’s everything.
Rosen: What I love most is the mutual respect and trust. No one works alone – we’re all part of the same creative conversation. We challenge and support one another, and we speak the same visual language. That kind of openness leads to better games, stronger visuals, and a more meaningful experience for everyone involved.
