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My achievements

at

EXCO Good Games

  • Defined EXCO's product concept and positioning from founding: iCasino games built around player transparency — RTP, odds and mechanics surfaced at the moments players actually need them.

  • Designed the UX strategy around player transparency: making sure mechanics, RTP and rules were visible where players actually needed them.

  • Benchmarked the main iCasino studios (Pragmatic Play, Relax Gaming, NoLimitCity, Hacksaw Gaming) to understand market gaps and define EXCO's differentiated direction.

  • Produced end-to-end marketing and sales assets (landing pages, pitch decks) supporting investor pitches and B2B partnership activations.

  • Directed the UI for EXCO's first game concepts — established a visual language where every interface decision reflects the studio's transparency-first positioning.

What I learnt

Starting from zero is clarifying. No legacy systems, no inherited user expectations — every decision is a first-principles decision.

The most important thing I took from EXCO: differentiation has to be structural, built into the mechanics and information architecture. Aesthetic differentiation gets copied in six months. Player transparency has to be embedded in how the game communicates its own rules — designed into the architecture, available in context. That realisation changed how I think about gamification in every project since.

Are you interested? Keep reading below!

About

EXCO Good Games

Role

Product Designer & UX/UI Designer

My experience there:

2024 – 2025

Category

iGaming

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EXCO was incubated at ParlayBay with one clear purpose: build iCasino games that don't treat players like marks. Cut the BS.

The whole industry runs on information asymmetry. Players spin, they win or lose, and most of the time they don't really understand why. Studios like Pragmatic Play have built a very good business on that. EXCO thinks that's a mistake.

The founding idea was simple. Show players everything. How the game works, what the RTP is, what the odds are doing at any given moment. Not in a help screen nobody opens. Right there, in the experience.

That changes what the games feel like. And it changes what the studio is.


  • Transparency by design: game mechanics and statistics are part of the experience, not hidden behind a question mark icon.

  • Built on trust: the bet is that players who understand what they're playing will engage more and stay longer.

  • A different kind of studio: EXCO isn't competing on volume or spectacle. It's making a different argument about what iCasino games can be.

Key Research outcomes

  • Competitive benchmarking across the main iCasino game producers.

  • UX transparency framework defining how game information surfaces in play.

  • UI language and visual direction for EXCO's founding game concepts.

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Competitive Touchpoints Benchmarked

Competitive Touchpoints Benchmarked

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Studio Vision & UX Foundation Built

Studio Vision & UX Foundation Built

Competitive Benchmarking & Strategy

Competitive Benchmarking & Strategy

My work started with a close look at how the main iCasino game producers were designing and presenting their games. The goal was to understand what the whole market was doing, and find the gap EXCO could actually own.

  • Pragmatic Play: market leader by volume. High-production slots built around volatility mechanics and visual noise. RTP exists somewhere in their help docs. Nobody reads it.

  • Relax Gaming: stronger visual identity, same fundamental issue. Game mechanics designed to serve the operator, not the player.

  • NoLimitCity: genuinely innovative volatility design, cult following among players. Still no meaningful transparency layer anywhere in the experience.

  • Hacksaw Gaming: the closest to EXCO's visual energy. Information architecture still built around what to show and what to quietly leave out.

The pattern was consistent. Games are designed to extend sessions through opacity. EXCO's bet was that the opposite approach, giving players actual clarity, was not just more honest but also a stronger long-term retention play.

Competitive Benchmarking & Strategy

My work started with a close look at how the main iCasino game producers were designing and presenting their games. The goal was to understand what the whole market was doing, and find the gap EXCO could actually own.

  • Pragmatic Play: market leader by volume. High-production slots built around volatility mechanics and visual noise. RTP exists somewhere in their help docs. Nobody reads it.

  • Relax Gaming: stronger visual identity, same fundamental issue. Game mechanics designed to serve the operator, not the player.

  • NoLimitCity: genuinely innovative volatility design, cult following among players. Still no meaningful transparency layer anywhere in the experience.

  • Hacksaw Gaming: the closest to EXCO's visual energy. Information architecture still built around what to show and what to quietly leave out.

The pattern was consistent. Games are designed to extend sessions through opacity. EXCO's bet was that the opposite approach, giving players actual clarity, was not just more honest but also a stronger long-term retention play.

Vision & Studio Positioning

Vision & Studio Positioning

Defined the founding product vision and UX strategy: iCasino games where RTP, mechanics and rules surface at the moments players need them, integrated into the game loop itself. Established the design principles — transparency, player agency, clear feedback — that governed all subsequent design decisions.

Vision & Studio Positioning

Defined the founding product vision and UX strategy: iCasino games where RTP, mechanics and rules surface at the moments players need them, integrated into the game loop itself. Established the design principles — transparency, player agency, clear feedback — that governed all subsequent design decisions.

Design & Transparency Architecture

Design & Transparency Architecture

Before any UI work started, there was a harder question to answer: what does this studio actually stand for, and how does that become real design decisions?

This is the work most studios skip. They go straight to screens and then wonder why everything feels inconsistent later.

  • Defined the core UX principles for the studio: information when it matters, clarity without killing the flow, trust as a retention mechanic, not a compliance checkbox.

  • Articulated the product position: not "better slots" but "games you can understand." A gap in the market that was real and that EXCO could credibly own.

  • Mapped what transparency actually looks like at each stage: before play, during play, on outcomes, on bonuses, on terms.

  • Set the creative direction: bold enough to compete visually, restrained enough not to undermine the honesty the brand was built on.

Getting this right before touching any screens was the whole job.

One of EXCO games I was directly involved in

Design & Transparency Architecture

Before any UI work started, there was a harder question to answer: what does this studio actually stand for, and how does that become real design decisions?

This is the work most studios skip. They go straight to screens and then wonder why everything feels inconsistent later.

  • Defined the core UX principles for the studio: information when it matters, clarity without killing the flow, trust as a retention mechanic, not a compliance checkbox.

  • Articulated the product position: not "better slots" but "games you can understand." A gap in the market that was real and that EXCO could credibly own.

  • Mapped what transparency actually looks like at each stage: before play, during play, on outcomes, on bonuses, on terms.

  • Set the creative direction: bold enough to compete visually, restrained enough not to undermine the honesty the brand was built on.

Getting this right before touching any screens was the whole job.

One of EXCO games I was directly involved in

Game UI Direction & Visual Language

Game UI Direction & Visual Language

Produced end-to-end marketing and sales assets — landing pages, pitch decks, campaign visuals — directly supporting investor pitches and B2B partnership activations. Directed UI for the first game titles, establishing a visual language consistent with the studio's transparency-first positioning.

Game UI Direction & Visual Language

Produced end-to-end marketing and sales assets — landing pages, pitch decks, campaign visuals — directly supporting investor pitches and B2B partnership activations. Directed UI for the first game titles, establishing a visual language consistent with the studio's transparency-first positioning.

Alejandro Luna Ribero |  Product Designer, UX/UI & Game Designer

Alejandro Luna
UX/UI Designer &
Producer

©2026ALE LUNA DESIGN/

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©2026ALE LUNA DESIGN/

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