An iGamity Talk with Aurélie Boukris Bensoussan, Co-Founder of Interactive Studio and Fortuna Labz
In the competitive iGaming industry, creating a memorable brand takes more than visual identity and marketing campaigns. Brands need distinctive stories and experiences that audiences can recognise and remember.
For Aurélie Boukris Bensoussan, Co-Founder of Interactive Studio and Fortuna Labz, storytelling was central to building the Alea Goddess. Rather than treating Alea as a logo or a traditional branding project, her team developed a symbolic character representing chance, power, and control.
The result was a brand experience built around character, visual storytelling, animation, and technology.
In this edition of iGamity Talks, Aurélie shares how storytelling and creative innovation can help iGaming brands develop distinctive identities and build more memorable experiences.
Watch the full iGamity Talk with Aurélie Boukris Bensoussan on YouTube.
1. HOW BRAND STORYTELLING MAKES IGAMING BRANDS MEMORABLE
The Alea Goddess project began with a shift in perspective. Instead of focusing solely on visual identity, the team treated the brand as a character with its own personality and story.
Three principles guided the creative direction: narrative, consistency, and immersion.
Cinematic lighting, carefully selected colour palettes, expressive animation, and fluid movement helped establish a consistent visual identity. Subtle facial expressions and controlled movements gave the Alea Goddess a more lifelike presence.
Every creative element contributed to the same story, helping the character become a recognisable part of the brand.
For iGaming businesses, this approach highlights the value of brand storytelling. A distinctive character can provide a consistent identity across visual content and campaigns, helping audiences recognise the brand and remember its story.
Explore how creativity contributes to brand value in our related article, The ROI of Creativity.
2. CREATIVE COLLABORATION BUILDS STRONGER BRAND EXPERIENCES
While the Alea Goddess became the centrepiece of the project, Aurélie highlights collaboration as an important part of its development.
Both teams shared the ambition of taking Alea beyond traditional branding and creating a distinctive character. Open communication, regular feedback, and trust in the creative direction helped them refine the concept throughout production.
For Aurélie, successful creative partnerships go beyond delivering individual assets. They involve shared goals, constructive discussions, and a willingness to explore new ideas together.
She also sees the Alea Goddess as an ongoing creative journey, with opportunities to develop the character and its wider brand experience over time.
This approach demonstrates how collaboration can support creative innovation in iGaming, bringing strategy and execution together to create a more consistent brand identity.
3. A THREE-STAGE APPROACH TO BUILDING BRAND CHARACTERS
Aurélie's approach to creative production follows three stages: strategy, creative direction, and production.
The process begins by defining the character's purpose and story. What does the brand represent? What personality should the character communicate? What emotions should the experience convey?
Once these questions are answered, the team translates the strategy into a visual direction through concept art, textures, lighting, colour, animation, and motion.
Production follows after the creative vision has been established.
This structured process helps keep creative assets consistent and ensures that individual elements contribute to the wider brand experience. Establishing the direction early also allows teams to validate important decisions before moving into production.
For brands investing in character development and visual storytelling, a clear creative process can help align artistic decisions with long-term brand goals.
Our related interview with Olga Osnach, Building a Visual System, explores another perspective on consistency in visual design.
4. AI, CGI AND THE FUTURE OF CREATIVE INNOVATION IN IGAMING
Aurélie has worked with technologies including 3D production, computer-generated imagery (CGI), AI-generated content, and Fake Out of Home (FOOH) campaigns.
These tools create new possibilities for presenting brands and developing visual experiences. However, Aurélie's perspective places storytelling at the centre of their impact.
The Alea Goddess is defined by the way narrative, visual design, animation, and emotion work together. Technology supports the creative vision by helping bring the character to life.
Looking ahead, AI-assisted creative workflows, digital brand ambassadors, and interactive real-time experiences offer further opportunities for brands to develop more dynamic digital identities.
For the iGaming industry, the important consideration is how these technologies can support a clear creative purpose and deliver experiences that audiences find memorable.
Read more about AI's role in the industry in our article, Biggest Slot Game Trends in 2026.
5. WHY STORYTELLING MATTERS FOR THE FUTURE OF IGAMING BRANDS
As the iGaming industry evolves, storytelling offers brands another way to establish a recognisable identity.
Characters, consistent visual worlds, and engaging narratives can give audiences more ways to connect with a brand beyond individual campaigns. Over time, these elements can become part of a wider identity that audiences recognise across different touchpoints.
The Alea Goddess illustrates how a character can bring branding, design, animation, and technology together within one concept.
For businesses exploring creative innovation in iGaming, this approach offers a useful perspective: a strong brand experience begins with a clear story and develops through consistent creative execution.
6. HOW CREATIVE COMMUNITIES SUPPORT IGAMING INNOVATION
Aurélie also recognises the value of platforms that highlight creative projects, production methods, and new approaches to technology.
Platforms such as iGamity create opportunities to share ideas, showcase innovative work, and explore the people and processes shaping the creative side of iGaming.
By bringing together perspectives on storytelling, design, AI, and collaboration, these communities can encourage studios and brands to explore new possibilities and learn from one another.
Discover more industry conversations through the iGamity Talks hub.
FINAL THOUGHTS: BUILDING MEMORABLE IGAMING BRANDS THROUGH STORYTELLING
Aurélie Boukris Bensoussan's work on the Alea Goddess highlights how storytelling can shape a brand's identity. Strategy establishes the foundation, visual design and animation give the character personality, and technology helps bring the concept to life.
For iGaming brands, the opportunity lies in creating identities that remain consistent, distinctive, and memorable across different experiences.
As creative technology continues to develop, storytelling can help connect new tools with a clear brand purpose. The Alea Goddess is an example of how a character-led approach can bring these elements together to create a recognisable brand experience.
In the future of iGaming, storytelling and creative innovation will continue to offer brands new ways to express their identity and connect with audiences.
Watch the full conversation: Alea Goddess: Aurélie Boukris Bensoussan on Brand Storytelling and Innovation in iGaming.
Connect with Aurélie: Aurélie Boukris Bensoussan on LinkedIn.
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