As more studios compete with similar mechanics and increasingly familiar features, standing out has become one of the industry's toughest challenges. Arnau Marsino, Founder of Unwanted Games, believes the answer isn't bigger budgets—it's personality. We spoke about building an unconventional brand, competing through creativity, and why memorable games often leave a stronger impression than technically perfect ones.
🔭 1. Unwanted Games doesn’t look or sound like a traditional game studio at all. In a market where everyone talks about RTP, features and volatility, why did you decide to build a brand with personality and weird stories instead?
Arnau:
All people working in B2B iGaming are, first of all, humans. They like to have fun and see something exciting.
When you are always pushing RTP, features and numbers, you start looking like everyone else - a boring corporate company.
If players could see who the people are who are creating games for them and what kind of boring stuff they speak, I bet they would not play the games.
Excitement and fun are what players need and people from companies too.
Do you believe people remember brands more than games?
It depends on the situation.
Sometimes, a company brand is not that important and it's a good strategy to push their golden game, like Spribe is doing - they are pushing Aviator, but not their company brand. Players are coming to the casino for Aviator.
Sometimes, the brand is more important and players are coming to casinos for brand, example can be Evolution. The game brand is not important at that time.
🛒 2. Everyone can buy traffic, run campaigns and publish hundreds of videos. As a new provider, what is your actual marketing strategy? How do you plan to stand out when larger studios can outspend you by 100x?
Arnau:
When you don't have a budget, all you have is creativity. And we have it.
I cannot disclose what we are doing, but I can say that if someone doesn't see us in iGaming, it means they are not our targeted customers.
🧮 3. Be honest: what would make you happier: a game with average metrics that becomes a cult hit and gets people talking, or a technically perfect game that performs well but nobody remembers a month later?
Arnau:
If we are speaking in the long term, I would go with a cult hit, which makes people talk, because it will give brand awareness and will generate revenue for future games.
Do you think personality and emotions can become a bigger competitive advantage than mechanics alone?
Everyone can copy mechanics and one of the few advantages a game can have now is when it has a personality and drives emotions from players.
📱 Arnau Marsino
📱 Unwanted Games