Dedicated Studios by ICONIC21

ICONIC21 brings the same hands-on mindset to Dedicated Studios that it shows across its other verticals. A Dedicated Studio is a fully orchestrated build that blends creativity, engineering and production discipline from day one.

The process begins with immersion. Before a single design decision is made, the team works to understand the operator’s brand at a granular level: mood, audience, tone and visual identity. From there, the build moves through two clearly defined stages:

• Design: moodboards, 2D layouts and 3D renders from each table’s camera view. Table types, camera angles, spatial flow and lighting conditions are defined in close collaboration with the operator. Everything is tested for lighting, transitions and on-screen clarity. The alignment between approved renders and the final physical outcome is non-negotiable
• Production: physical décor is manufactured and assembled on site. Lighting, signage and equipment are set up and refined until the result matches the approved vision precisely

Running in parallel throughout both stages, technical front-end elements, custom UI, animations and overlays, are developed and integrated to complete the full studio experience.

Creative ambition is essential, but it has to be filtered through operational realities. Every studio has its limits: physical dimensions, number of tables, lighting conditions, acoustic treatment. ICONIC21 works closely with operators to turn bold concepts into technically sound, production-ready environments, sometimes refining the original vision to ensure the result is stable, immersive and optimised for day-to-day performance.

Designed from the player’s perspective first.

Every table position, camera transition and UI element is chosen with intention. Clean interfaces, deliberate lighting and a coherent design language make the player feel like they are inside the brand, not looking at a room with a logo. Even details like table texture or background movement are carefully selected to avoid visual fatigue. Immersion comes from consistency when every element works in harmony. Subtlety and balance ensure the brand feels authentic while gameplay stays at the centre of attention.

Key benefits include:

• Brand ownership – operators shift from hosting content to producing a recognisable, ownable experience that builds familiarity, trust and loyalty over time
• Design fidelity – a one-to-one match between approved vision and physical reality, executed with exacting precision
• A digital destination – campaigns are activated, partnerships promoted and tone of voice consistently reinforced within the studio environment
• Content freedom – exclusive game variants and VIP experiences without reliance on shared network schedules
• Future-ready – modular builds designed to evolve seasonally, support real-time overlays and adapt branding to different audience segments

ICONIC21 turns a Dedicated Studio into a long-term brand asset.