CozmoPlay reveals the creative process behind the success of its games
What follows is a journey through the artistic and technical process at CozmoPlay, where every pixel comes to life and emotion takes shape. From the first spark of imagination to the finished format.
The birth of an idea in the iGaming world
There is a precise, almost imperceptible moment when an idea begins to take shape. It starts from a detail, a sound, a colour. That’s when the journey begins for the team at CozmoPlay, a creative laboratory where every game is built as a small narrative universe.
Behind the screen, beyond the lights and sounds that captivate the player, there is a group of professionals working with the passion of filmmakers and the precision of digital craftsmen. Creative Lead Francesco Maietich welcomes us into the studio to show how a simple concept becomes an interactive experience.
The spark: observing the world to create new ones
Everything begins with observation. Before opening any software or sketching a character, CozmoPlay is immersed in studying. The project we are exploring is set inside a Japanese konbini – those small convenience stores that have become a cultural symbol in Tokyo and across Japan.
The team actually visits a store, observing the shelves, the sounds, the lights, even the scent of freshly cooked food. That sensory immersion becomes the foundation for a deep research process – what Maietich calls “sensitive research.”
“We want to create an authentic product, even though we’re not Japanese,” he explains, “because a game must feel believable even to someone who truly knows that world.”
From chaos to concept: when the vision takes shape
Once the research phase ends, it’s time for visual synthesis. Eugenia, senior 2D artist, translates the team’s findings into a visual language. Sketches, mock-ups, colours – chaos turns into coherence.
Every detail, from the font of a winning title to the shade of a shop sign, helps define the game’s tone and narrative. This is the phase where everything is decided: characters, atmosphere, emotion. From here on, the idea enters production and is no longer a spark – it becomes a plan.
From drawing to volume: 3D builds the world
When the design is ready, the 3D department takes over. Alberto, senior 3D artist, transforms the concept into geometry, textures, and materials. This is where the game begins to take physical form. In Blender, each model is built, lit, and tested. Every surface reflects light realistically; every fold or shadow tells part of the story.
One of the protagonists is Crockzilla, a creature made entirely of fried chicken. “It’s not enough to model it – you have to feel it,” Alberto says. He works the texture until the crispness of the skin and the gleam of the oil become almost tangible.
“It’s a slow process that takes weeks,” he admits, “because every asset must feel alive before it even moves.”
The game’s soul: animation as storytelling
Then comes the moment when everything starts to move. Enter Canahmet Yilmaz, senior animator – or, as he likes to call himself, “the one who gives images their breath.”
His animations don’t simply move characters; they generate emotion. Every frame is designed to provoke a reaction – surprise, delight, or tension. The inspiration comes directly from Japanese anime, with their impact frames and dynamic cuts that give rhythm and energy to the action.
“We don’t animate just for beauty,” he explains. “We animate to make the player feel rewarded. Even a simple explosion must be satisfying.”
In a few seconds of animation live weeks of work: VFX, lighting, timing. It’s a delicate balance – the line that separates an ordinary game from a memorable experience.
The engine test: where art meets engineering
Every image, animation and sound must work seamlessly inside the game engine. That’s where Robert, the technical designer, steps in – the bridge between creativity and engineering.
His task is to integrate every element into CozmoPlay’s customised engine, testing frame rates, synchronisation, and design consistency. He ensures that what the team imagines can actually be played.
“We don’t limit creativity,” Robert explains. “We give it structure. Freedom only works when it’s built on solid foundations.”
The sound of emotion: music as identity
But a game doesn’t live on visuals alone. The soundtrack is the invisible thread that ties everything together. In his Rome studio, Manuel, the composer, works closely with the creative team to craft a theme that lingers in the player’s mind.
His goal is ambitious: to write a melody players will find themselves humming long after the game is over. “I want the music to be a recognisable emotion,” he says – “a red thread that carries the experience and makes it unforgettable.”
The rhythm of creation: where art meets management
Creating a game takes time, coordination, and rhythm. Maietich explains that a typical production cycle lasts between one and one-and-a-half months, sometimes two when the unexpected occurs. The key, he says, is parallel workflow; departments working simultaneously, feeding into each other without disruption.
While Eugenia finalises a concept, Alberto models, Canahmet animates, and Robert integrates. It’s a complex mechanism, yet as harmonious as an orchestra: each instrument playing in sync under a leadership that values trust and timing.
Beyond the tech: the human heartbeat
Behind every game are people, not algorithms. At CozmoPlay, each day begins with breakfast together – a simple but powerful ritual. “Sharing food is one of humanity’s oldest customs,” Maietich reflects. “It builds genuine connection.”
In their virtual office, team members working from different cities and countries meet, chat, and collaborate in digital spaces that feel tangible. Humanity becomes part of the creative method itself. Leadership here isn’t about command, but about stewardship. The Creative Lead’s role is to guard the vision, widen the boundaries, and allow every talent to leave their mark.
The result: a pop and playful universe
When everything comes together – concept, 3D, animation, music, and code – something unique emerges. The game set in the Japanese convenience store becomes a visual comedy, a hyper-coloured world where mecha and fried-chicken monsters coexist under neon lights.
Every symbol has meaning and every animation serves a narrative purpose. From parodies of Japanese TV adverts to Tokusatsu-style battle scenes, everything contributes to an experience that is light-hearted, ironic, and impeccably coherent. It’s both a tribute to Japanese pop culture and a statement of creative freedom – the art of playing with the rules.
On the road to Rome: creativity as spectacle
Every expo brings something new, and this year’s SiGMA Central Europe, held from 3–6 November at Fiera di Roma, will be no exception. CozmoPlay will unveil an interactive installation – a monumental arch of lights and animated panels where characters spring to life as visitors walk by. The iconic Wheel of Fortune returns, too, reimagined with fresh designs and exclusive merchandise.
“Every event is a challenge,” Maietich concludes. “We love surprising ourselves – and our visitors. That’s how we keep our creative energy alive.”
The method behind the magic
To tell the story of CozmoPlay’s creative process is to enter the beating heart of iGaming. Each game is a small architecture of vision, research, technique, and passion. From the first idea born in a Tokyo konbini to the final render, every stage is built on precision and care.
It’s here that gaming transcends entertainment and becomes a visual culture – a language capable of uniting worlds, people, and technologies into a single, shared story.
This article was first published in Italian on 29 October 2025.
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