Peter & Sons Framing the Action at ICE Barcelona
Fresh from its Rising Star of the Year win at the International Gaming Awards, Peter & Sons arrived at ICE Barcelona with more than momentum behind it. Now operating its own platform, expanding into new verticals and securing Tier 1 partnerships across Europe and the Americas, the art-driven studio is turning early promise into global scale, while staying true to its handcrafted, anti-boring identity.
Being named Rising Star of the Year at the International Gaming Awards just ahead of ICE Barcelona set the tone for online games studio Peter & Sons’ first exhibition of the year. While the award signals future potential, it is the studio’s present momentum that stands out.
Lauryn Duncan, Head of Sales at Peter & Sons, said: “We’re not so much emerging or experimenting, but building with intent. We’ve come a long way since our launch in 2019. Navigating lockdown as a start-up wasn’t easy — especially when all we wanted to do was get out and meet people, but it strengthened us.”
Te studio began with a small team united by a shared belief that online casino games could feel different.
“We launched with just a handful of people, all sharing the same philosophy that online casino games could feel different,” Duncan continued. “As we grew - adding artists, developers, mathematicians, producers and commercial leads — everyone pulled in the same direction to create anti-boring games rich in artistry and storytelling. Tat remains our core identity. Every game should reflect the energy of a team that genuinely cares.”
PLATFORM MATURITY AND PORTFOLIO EXPANSION Looking ahead, Duncan believes 2026 will mark another step change.
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“Now headquartered in Cyprus with offices in Armenia, Malta and Spain, we’ve evolved significantly. In the early days, we relied on platform partners because we didn’t yet have our own infrastructure. Today, we operate on our own platform, hold our own licences, and are expanding distribution with new Tier 1 operators and aggregators across multiple markets.”
Beyond slots, the studio is also broadening its product mix into scratch cards, crash games, instant games and table games, widening both its audience and revenue streams.
“Diversification is central to our strategy,” Duncan added. “We’re developing across a wide range of themes and mathematical profiles, from mid to high and very high volatility, spanning playful, story-driven adventures to darker atmospheres with more experimental mechanics.”
AN ART-LED IDENTITY
From the outset, Peter & Sons has sought to differentiate itself through a clearly defined creative identity. “If I had to single out one USP, it would be our artwork,” said Duncan. “We don’t treat game creation as a production line. We see ourselves more as an art collective; artists, coders, animators and sound designers working together to make every pixel count. Our ethos is centred on handcrafted visuals, distinctive characters and an art-driven approach to design.”
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