3D art direction and production for games, lobbies and apps
Infinetix is a UK product company that builds and operates its own gaming, social and analytics platforms. Our 3D art capability sets the look of a title and produces the characters, environments, animation and effects behind it, for our platforms or yours.
Services
- Assets
- White-label
- Art directionstyle frames, reference boards and a written art bible before production starts
- Character design and productionconcept through model, texture, rig and animation set
- Environment artarenas, tabletops, rooms and stylised worlds, plus 3D lobby scenes for platforms
- Vehicle and hard-surface artmachinery, props, game pieces, fortune wheels and reward objects
- Animationcharacter loops, object interactions, idle and celebration cycles for reward moments
- Effects and lightingparticles, win celebrations and scene lighting tuned for mobile
- Marketing and store artkey art and store assets rendered from the same source files
Each item can be bought alone or as a full pipeline. Where the destination is one of our platforms, the assets ship into AzenPlay, ItsMySpin or a white-label app and their effect on player behaviour is measured in AcuBi.
Styles we work in
The style should follow the audience and the device, not the other way round.
- Realistichigh-fidelity characters and materials where the platform can afford it, such as desktop and high-end console targets
- Stylisedexaggerated proportions and strong silhouettes that read well on small screens
- Cartoonbright, friendly and fast to load, which suits social games on ItsMySpin
- Low-polyflat-shaded geometry that runs on almost anything and ages well
- Hand-paintedtextures with visible brushwork for warmth and character
- Voxelblock-based assets for a deliberately retro look
We recommend a style in the direction phase with evidence: a test scene on the target device with frame time and load time measured, so the choice is made on numbers as well as taste.
The production process
1. Brief: audience, platform, target devices, existing brand assets and the commercial purpose of the art
2. Direction: style frames and a written art bible, approved before production starts
3. Concept: character sheets, environment paintings and prop callouts, in the agreed style
4. Production: modelling, texturing, rigging and animation, with review at each stage
5. Integration: assets placed in the engine, lit, optimised and profiled on target devices
6. Delivery and live support: source files and engine packages, then seasonal and campaign assets on a schedule
Review points are fixed, feedback is answered in writing, and a change to direction after production starts is treated as a scope change rather than absorbed silently. Performance budgets are checked at integration, not discovered at store submission.