Open the App Store. Or Steam. Or the Nintendo eShop. Scroll for thirty seconds and one thing immediately stands out. Vikings. Football. Zombies. Ancient Egypt. Pirates. Space. Greek gods. It seems as though every new game wants to introduce you to a whole new world before you even have the slightest idea how the game actually works. And that appears to be a deliberate choice.
Nobody gets excited about ‘Slot Machine #43’
Imagine a developer launching a new game today with a grey background, three fruit symbols and the name Lucky Slots. Twenty years ago, that might have worked. Today, a game like that would probably disappear among hundreds of colourful competitors within hours. Invisible, with nobody bothering to play it.
Players no longer choose games based solely on gameplay. More often than not, it’s the first impression that determines whether someone clicks. How something looks has become incredibly important.
Take a football fan who comes across a football-themed game. The choice is obvious. Or a film lover who recognises the atmosphere or a scene inspired by a famous movie. Someone else might click because the artwork reminds them of a favourite TV series or a story from Greek mythology. Everyone has their own interests, and game developers know exactly how to appeal to them.
The theme sells the first click. Only after that does the gameplay get the opportunity to prove itself.
Football is no longer just a sport
Football can now be found everywhere. Not only in EA Sports FC or Football Manager, but also in mobile games, puzzle games, card games and many other genres. It’s no surprise that developers keep choosing football. It is the world’s most popular sport and appeals to millions of people.
Around major tournaments such as the UEFA European Championship and the FIFA World Cup, that effect becomes even stronger. Suddenly, it feels as though every game includes something football-related. You see the same trend in advertising during these tournaments, with supermarkets and other brands trying to benefit from the excitement surrounding football.
Online casinos are also embracing familiar themes
The same trend can be seen in online casinos. Where the selection once consisted mainly of classic fruit machines with a handful of symbols and a jackpot, today’s focus is all about the experience.
Take a platform like BeCasino, for example. It demonstrates just how broad the selection has become. Alongside classic games such as roulette, blackjack and baccarat, you’ll also find dozens of games built around unique themes.
Football regularly appears in titles such as Soccer Wheel, Football Studio and Hat Trick Hero. As a result, an online casino feels less like a collection of separate games and more like a library filled with different worlds to explore.
We increasingly choose with our emotions
Ask someone why they clicked on a particular game and it’s unlikely they’ll start talking about the rules. Much more often you’ll hear things like: “It looked fun.” “I liked the graphics.” “The theme caught my attention.” Or simply: “I just love football.”
Developers understand this better than anyone.
The theme often sells the first impression. The quality of the game is what determines whether someone keeps playing.
What comes next?
Everything suggests that this trend will only continue to grow.
Developers draw inspiration from everywhere. Films. Music. Sport. History. Internet culture. Popular TV series. In reality, almost any subject with a large fan base can eventually become the foundation for a game.
That is precisely why modern game libraries feel less like collections of individual titles and more like complete entertainment platforms.
And perhaps that is exactly what players expect today.
