particularly crash-style gameplay, have already become familiar to audiences playing online.
“We're taking popular mechanics from online gaming and beyond, and reimagining how they can come to life on the casino floor,” said DeVincentis. “It's not about simply bringing an online game into a casino. We want to take some of those concepts and create something that stands on its own, where the presentation, interaction, and overall experience are just as important as the gameplay itself.”
CRASH GAMING ENTERS THE CASINO Online crash games traditionally ask players to decide how long to remain in a rapidly increasing multiplier before the game terminates. Interblock has taken that underlying risk- and-reward principle and added physical and visual elements intended specifically for a land-based environment. Players can set their own limits and decide how far they want to push an individual round, giving more conservative players the ability to cash out earlier while allowing others to pursue larger multipliers.
For DeVincentis, the attraction lies partly in bringing something recognisable to online players into an environment where it remains unusual.
“Crash games have become incredibly popular online, but until now, they haven't existed on the casino floor,” she said. “With AMUSE, we're introducing this style of gameplay to land- based casinos for the first time, creating an experience that's familiar to online players but entirely new to traditional casino audiences.”
AMUSE has moved well beyond demonstration and into live casino environments, with a growing presence across the United States, including properties such as Foxwoods, Te Venetian, Circa, and Te Cosmopolitan. Te category has also recently expanded into Macau, marking an important milestone in its international rollout, with further expansion across European markets progressing.
“Te launches are strategic,” explained DeVincentis. “When you're establishing an entirely new category, it's about much more than where the games are installed. We have to consider how they're positioned on the floor, how we introduce the concept to players, and how we work with our operator partners to give each launch the best opportunity for success.” Tis includes launch events and player education, particularly
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because some of the experiences do not resemble conventional casino products.
“What's great about AMUSE is that even though they're completely different from what you're used to seeing on a casino floor, they're very intuitive,” she added. “You don't need to be an experienced player to understand how they work. Someone can walk through a casino, discover a game they've never seen before, and quickly understand how it works.”
DESIGNED TO BE SEEN Products including Marble Run make the physical spectacle part of the game itself. Te game brings the excitement of a live marble race to the casino floor, with players wagering on their chosen marbles before watching them compete on a gravity- driven track. As the physical race unfolds in full view, the anticipation becomes a shared experience, drawing in spectators as well as players and creating the kind of energy that extends beyond the individual gaming position.
Te version shown at G2E also reflected changes made during the development process. Earlier iterations were physically larger, while Interblock has subsequently worked on improving sightlines and lowering elements of the game so the action remains visible across the casino.
Customer and player feedback has influenced smaller details, too. DeVincentis pointed to changes made to better accommodate colour-blind players. Interblock refined the names used to identify marble selections and carefully chose more distinct colours, making it easier for players to differentiate between them without relying solely on colour.
“Inclusivity is an important consideration in the game development process,” she said. “From colours and on-screen instructions to how information is displayed, each detail plays an important role in creating games that are accessible, intuitive, and enjoyable for all players.”
Interblock has also expanded betting areas and adjusted aspects of individual games following testing and feedback. For DeVincentis, that process is particularly important because AMUSE is attempting to establish something for which there is no direct land-based benchmark.
“We absolutely love feedback,” she said. “We've even invited influencers to play our games before they hit casino floors because we care about the player perspective and want to hear
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