A little red plane and a cash out button. Who would have thought these two features would create a whole gambling genre, going on to generate billions in wagers?
Well, the developers of the first crash games – that’s who. And, among the rocket jets, spaceships and even footballers that frequented the early years of the crash game vertical, it was the little red plane that ended up taking global gambling by storm.
That plane, of course, belongs to Aviator, created by Georgia-based supplier Spribe – and an important detail is that it was not the first crash game on the market. But neither was Facebook the first social network, nor Apple the first to make mobile phones. Amazon, meanwhile, has become one of the biggest companies in the world without necessarily introducing anything revolutionary; it simply began doing things better than its competitors.
For David Natroshvili, Spribe CEO and Co-Founder, expectations have already been exceeded. He tells Gambling Insider: “It’s been an incredible journey – from a bold idea to becoming the most recognised crash game in the world. What’s most rewarding is seeing how players globally have embraced it, turning it into a genre-defining product.
“We knew we had something unique, but we didn’t fully anticipate the scale of success. Aviator was born from the desire to break away from traditional casino game models – something social, intuitive and modern. The global response exceeded our expectations.”
Early development and a bright future
For Spribe, as we analyse in this publication’s ‘history of crash games’ feature, instant success was harder to come by. Natroshvili had to persevere, with his first trip to London not quite yielding the response Aviator receives today. But once one big name signed up, more quickly followed.
“One major milestone was going live with tier-one operators early on. Their trust opened doors to wider markets,” Natroshvili recalls. “Another was integrating multiplayer and chat features, which really elevated the engagement. Our regional partnerships, especially in Latin America and India, were also game-changing.”Indeed, new operators are now able to onboard Aviator at a far lower cost than many other games. Why? The game’s standalone popularity and resonance with players globally means less of a need to market, reducing player acquisition costs.
Looking ahead, Natroshvili believes the future is bright: “We’ll see more immersive features, community-driven experiences and stronger gamification. But the core appeal – simplicity with excitement – will remain central. Crash is just getting started. I see it becoming a standalone vertical alongside slots and live casino. Its mobile-first nature and appeal to younger demographics give it a significant edge.”
It’s been an incredible journey – from a bold idea to becoming the most recognised crash game in the world
Standing out
There are plenty of crash games on the market but it is Aviator that dominates market share. Its leaderboards and chat features create the social gaming element, while its cash out option (which all pure crash games have) gives players the option to participate rather than simply observe. Aviator stands out due to its recognisability and simple, hugely welcoming interface. Again, we return to our little red plane. “Crash games are interactive, real-time and social – players feel in control. The simplicity of pressing cash out at the right moment adds suspense and skill, unlike most passive casino games,” Natroshvili explains.
Indeed, the same budget, whether $10, $100 or $1,000, will last longer over time with a crash game than with many of gambling’s more traditional offerings. In today’s economy, while online gaming competes not just internally but against streaming sites, game consoles and other forms of digital entertainment, products that offer players more without having to pay more are on to a winning formula. There’s an added bonus if you can do this without increasing your company’s own production costs.
That winning formula is additionally backed by responsible gambling tools.
By nature, crash games encourage players to keep coming back – that’s simply the result of a good product. So, hand-in-hand with this, Spribe has also integrated “smart session timers, betting limits and self-exclusion tools. Aviator promotes lower-stake, longer-play sessions, which naturally encourages responsible behaviour.”
LatAm, Africa and Asia
As already mentioned by Natroshvili, Aviator has seen huge popularity in Latin America and India. Geographically, the game is highly successful in a number of emerging markets, suggesting a desire for simplicity and entertainment without bettors having to learn any complex rules (a là blackjack).
“Latin America, parts of Africa, India and Southeast Asia are leading in adoption,” Natroshvili explains. In Latin America and Asia, players enjoy fast-paced, high-frequency gaming. Localisation and cultural relevance are key to success across all regions.”
Aviator has also marketed via influencers and brand ambassadors, such as UFC champions Alex Pereira, Merab Dvalishvili and Tom Aspinall, alongside Indian cricket’s Suresh Raina. These partnerships are “extremely effective,” Natroshvili says. “Influencers help humanise the game and bring it to new audiences in a relatable way. In markets like Brazil and India, they’ve been instrumental in building trust and visibility.”
Keeping the essence
While crash games continue to grow worldwide – and into new territories – core markets closer to home are, understandably, still a high priority. “Europe remains strong,” Natroshvili tells Gambling Insider, “especially among younger audiences looking for more interactive experiences. In Europe, there’s a trend toward social play and community interaction.”
So, with that little red plane already flying high, it’s certainly not the time for Spribe – or any other crash game developer – to cash out just yet. Aviator excels in terms of design, gameplay and marketability, while the crash games vertical itself continues to grow industry-wide. The question now is: where next?
“Simplicity is the foundation, but there’s room for evolution,” Natroshvili concludes. “We’re already exploring hybrid formats that retain the core mechanic while introducing new gameplay layers. The challenge is innovating without losing the essence.”
"We knew we had something unique, but we didn’t fully anticipate the scale of success"
"We’ll see more immersive features, community-driven experiences and stronger gamification. But the core appeal – simplicity with excitement – will remain central"
