When crash games first began emerging in 2014 – they were doing so within an industry environment still relatively unfamiliar with online gaming altogether.
Moving forward, crash games evolved alongside the changing face of an industry rapidly moving into the technological era. A select few, however, managed to predict the shift. Manoeuvring itself within a small pocket of the fast-changing and increasingly digital industry through the 2010s, crash games were revolutionised by a platform that decided to begin by optimising the concept for mobile.
Perhaps this is why Spribe’s Aviator has become such a popular iteration of the game type? CCO Giorgi Tsutskiridze gives Gambling Insider his two cents: “For me, I think one of the things that makes Aviator appealing is that it is inherently intuitive, highly minimalistic and extremely interactive.
“It has a clean design, which helps to really draw players in as it plays into the intuitive nature of the game experience. Elsewhere, the multiplayer experience, chat and real-time leaderboard look to create a sense of community that can be built upon with every session.”
Of course, as we all remember, the turn of the decade came with its own unique set of challenges that effected every sinew of humanity. Prior to the pandemic in 2020, however, the digitisation of gambling had begun to really take form – and the role of crash games was starting to become cemented as both reliable and permanent.
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Since that time, it is fair to say the crash game segment has been somewhat dominated by Aviator. Naturally, the game has imposed a lasting influence on both the market sector and the industry as a whole, “We pioneered the crash category and set the standard for innovation,” states Tsutskiridze: “Most crash games today borrow heavily from our mechanics and design – which just goes to show how much we’ve shaped the format.”
I really do believe the answer to why crash games have become so popular lies in their simplicity
"They’re easy to understand, exciting and – crucially – built for mobile. Nowadays, mobile optimisation is obviously non-negotiable.
“However, as you mentioned, it has not always been that way, and the fact that crash games are so easily adaptable to the format has vastly contributed to their rise in popularity. I think another part of it all is the simple fact that players enjoy the control and the social aspect – they want to know that they are not just playing against a machine, but are actually part of a shared, real-time experience.
“Although I haven’t been involved from the beginning, I know for a fact that our focus has always been centred around innovation. Aviator was our first step – and a significant one – but we’ve been building a broader portfolio of smart, next-gen games for some time now. I would say we never planned to create a ‘crash-only’ suite – we simply remained focused on trying to push boundaries across multiple formats and see where the path of innovation may lead us.”
As within so many elements of life it would seem that, within the world of crash games, simplicity is key. Of course, doing anything simply and successfully is easy in the beginning, but how does one then approach innovating within a game format that is so simplistic?
Tsutskiridze states: “It’s about layering. Crucially, we always try to keep the core simple. However, around the core of the game, it’s important to layer innovations that can enhance the experience through dynamic features, localisation, rewards and UX refinements.
Innovation doesn’t always mean complexity – it means making things smarter
"Sometimes the best ideas are the ones that are the most simple. There’s also huge potential in crossover formats.” He continues: “We’re actively exploring ways to blend the crash mechanic with elements from other verticals without diluting the thrill that makes Aviator special.” It’s hard to recognise the best moments in life as they happen – and although Spribe is, by all accounts, still very much in the eye of the storm of success, it has cemented its market position enough to now be able to reflect on what has, no doubt, been quite the journey.
When asked if he recalls a specific moment after Aviator’s release that showed just how successful it had become, Tsutskiridze says: “As hard as it is to boil the journey down to a single moment, I remember when we saw organic social media content from players across completely different continents, celebrating their wins. That kind of global enthusiasm was the moment it clicked for us.”
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The reach of the modern gambling market can dwarf the expectations of even the most seasoned executives, Tsutskiridze included, “Definitely there are a lot of areas where Aviator’s popularity surprised me. The first one that comes to mind, though, is Africa – especially markets like Kenya and Nigeria. The speed of adoption and engagement in these specific regions vastly exceeded our forecasts.
“Without a doubt this has to do with the increasing proliferation of mobile. Mobile-first design is non-negotiable and a complete must nowadays. What you will see is that, these days, in many markets, the mobile is the only device players use. These markets are often the ones in which crash games thrive because they are quite simply perfect for that kind of environment.”
Reflecting on the journey overall, Tsutskiridze’s parting thoughts highlight the key lessons learned from Spribe’s crash game journey: “Stay player-focused, move fast and never stop iterating. Listening to regional feedback, balancing innovation with simplicity and ensuring strong operator support – those principles guide everything we do now.”
