A very promising area of research in which metallophilic attraction has become the dominating factor determining the structural patterns that give rise to luminescent materials is discussed. In addition to the intrinsic conditions that a gold complex requires to show luminescence, we show how the type and number of the ligands, the coordination environments around the metal centres, the temperature, the heterometal, the metal–metal distances, etc., increase the possibilities of electronic transitions and, hence, multiply the factors that affect the energy and number of emissions. We think that far from being a hindrance or a problem these findings actually give rise to a fascinating area of research with promising future applications, for instance, in imaging technology, vapour sensors, light emitting devices or even medicine, where the demand for optoelectronic devices is increasing every day.