Artistic Expressive Means as a Way to Increase the Appeal of Gameplay within the Framework of Game Design

In the present article the ways to heighten the artistic and aesthetic value of the game process are revealed, systematized and analyzed in order to ensure the maximum level of compliance of a game project with the expectations and preferences of its target audience. The present study is also aimed at studying the peculiarities of various visual styles used in the context of the digital environment while taking into consideration the limitations imposed by it, as well as the influence of their usage on the depth and expression of the visual narrative. Moreover, unique traits of the game space, which has an immediate influence on the psychoemotional state of users, are highlighted and structured. The results of the study, based on the works of numerous Russian and foreign peer-reviewed sources devoted to the study of different aspects of game design, ludology and digital technologies, allow exposing actual trends in the implementation of artistic expressive means and predicting the further development of the visual aspect of game design as a projecting discipline.