Lyudmil Kolev, Senior Graphic Designer and 2D Artist at GAN, talks creativity, ChatGPT and finding inspiration in balance.

You’ve been designing and animating online slot games for almost 12 years now. Tell us more about your career to date.

My time in the industry started in 2013 at Cayetano Gaming, where I joined as UI Designer, before moving on to Folio3 Software, where I was Art Director. I then joined Pariplay in 2019 as Art Director before moving up to Senior Graphic Designer. In 2021, I joined Silverback Gaming as a Senior Graphic Designer and 2D Artist, and now hold the same role but across the wider GAN business. Working across these roles and at these different companies has allowed me to mature as a designer and artist and to take inspiration from plenty of talented creatives along the way. Over the past 12 years, I’ve been lucky enough not only to work on some truly iconic games, but to be given the freedom to try new things are really find my own style.

How have you honed your craft over that time?

I see it as a continuous evolution. When I started, it was about mastering the tools – Photoshop, Illustrator, After Effects – and learning how to translate ideas into visuals. Over time, it became less about the software itself and more about communication: how to take a concept, refine it and create visuals that actually work for the audience. Twelve years later, I still believe that good design is the result of attention to detail, clear communication and strict respect for deadlines. The iGaming industry has been especially formative because it combines entertainment, psychology and fast-moving technology. It’s a space where you can’t afford to stagnate – you need to keep sharpening your craft.

What do you think sets apart a senior-level creative from someone earlier in their career?

Discipline and perspective. Early on, creativity feels like pure exploration – you want to try everything, experiment endlessly. At a senior level, creativity must align with strategy. You need to deliver at a high standard while respecting time, budgets and the bigger business goals. Another difference is mentorship. As a senior designer, you’re not just producing work – you’re also guiding direction, providing feedback and setting an example of how to combine creativity with precision.

Slot games tend to be based around the same core themes and characters. How do you stay creatively inspired when working with these mainstay concepts?

That’s the beauty of the challenge we face as graphic designers and artists. Despite there being core game themes, it’s our job to reimagine each slot game so that it stands out in any online casino lobby. This means trying new styles, coming up with different characters and using every tool in the box to create an entirely new experience for players to enjoy. I really do take inspiration from everywhere, and in my experience, creative sparks often come from the strangest of places, so long as you give yourself the space to allow the ideas to present themselves. But this is what I love about designing slot games – there is no limit to what we can do, and this freedom to explore is what keeps me motivated and inspired despite having worked on hundreds of games over the course of my career.

How hard is it to be creative and explore new ideas while being under the pressure of development deadlines as well as the commercial aspect of slot development?

For me, inspiration comes from balance. On one hand, I stay sharp by following new design trends, experimenting with personal projects, and just allowing myself to play creatively. On the other hand, I keep discipline – meeting deadlines, structuring my time and avoiding unnecessary stress. I also believe in quiet moments of reflection. Sometimes the best ideas come when you step away from the screen, go for a walk or sketch without pressure. Longevity as a creative professional comes from knowing when to push hard and when to let ideas breathe.

Walk us through your process. How do you approach a project once the initial idea is there?

After the ideation phase, I like to fully immerse myself in the theme. If the game is tied to a particular era, culture or story, I’ll watch movies, read stories and even listen to music from that time or theme to really feel the atmosphere. That immersion helps me capture the right emotion and authenticity. Then I always add my personal touch. I love playing with hidden marks or logos – small details tucked away in the design that players might notice if they look closely. It’s almost like a mini game within the game. For me, the little things are as important as the big picture because they add layers of emotion and engagement.

Have technologies such as AI changed how the creative aspect of slot development is undertaken? Has it had a positive or negative impact?

Tools are always evolving, and I see that as exciting rather than threatening. In iGaming, we’ve gone from traditional design workflows to incorporating motion graphics, 3D and now artificial intelligence. I use Midjourney and ChatGPT in my work – not to replace creativity, but to accelerate idea generation and help refine concepts. AI can give you a spark or an unexpected angle, but you still need the trained eye and the discipline to shape it into something that works. For me, AI is another brush in the toolkit, not the painter itself.

You’ve been part of Silverback Gaming for some time now. Can you share what kind of projects excite you most there?

What excites me is the full creative journey – from concept to art, design and animation. At Silverback Gaming, I’ve had the chance to be involved in end-to-end projects, where you don’t just create visuals in isolation but think about how everything fits together – the story, the mechanics, the emotional experience for the player. Those are the projects that feel career-defining because they’re not just about delivering assets; they’re about building worlds.

If you had to give advice to younger designers looking to enter iGaming, what would it be?

First, respect the fundamentals – composition, colour, storytelling. Tools will always change, but those skills never go out of style. Second, learn to listen. Design is communication, and if you don’t understand the message, you can’t translate it visually. And finally, stay curious. The industry moves quickly, and the ones who thrive are those who never stop learning, whether it’s a new piece of software, a new trend or simply a new way of seeing the world.