Lauryn Duncan, Head of Sales at Peter&Sons

Peter & Sons was founded in 2019. How has the company evolved since then?

When Peter and Sons started in 2019, it was a small studio with a big dream: to build immersive games, . Today, we’ve grown into one of the most distinctive voices in iGaming, known for our artistic style and strong storytelling.
In just a few years, we’ve expanded into the majority of regulated markets, built solid partnerships with leading operators and aggregators, and released a catalogue of games that carry our unmistakable DNA. It’s been an exciting journey from a bold idea to a brand that is recognized for turning every spin into a story.

You’re certified in over 15 jurisdictions. Which ones were the most challenging to enter, and why?

Getting certified in 19 jurisdictions is a major milestone and one we’re incredibly proud of. Each market has its own complexities, but New Jersey has been the most demanding so far. The process is detailed, timelines are longer, and there’s a unique requirement to host local servers within the state — something we haven’t encountered in other jurisdictions. It’s been a valuable learning experience and an exciting step as we continue to expand our presence in the U.S. We’re fully invested in this market and thrilled about the partnerships taking shape there.

Which markets are currently the most important for you, and where do you see the biggest growth potential?

Each market tells a different story. Europe remains our stronghold  with the UK, the Nordics, Italy, and Spain leading the way in brand awareness and performance and some very exciting announcements coming out of Portugal soon. Ontario is another success story, and now all eyes are on the U.S. and Brazil,  two regions where we see tremendous potential and are already laying the groundwork.
And personally, entering South Africa, my home country, will be a special moment. Our goal is to balance our efforts between established territories and fast-growing new ones, bringing on  new partnerships in new markets while keeping our artistic edge and recognisable style.

You release a new title each month. How do you maintain both quality and creativity at that pace?

Our game development team is our heartbeat. The founders are still hands-on, working closely with artists, developers, and designers to ensure that every game release carries that unmistakable Peter & Sons touch: bold, hand-crafted, and full of character.
We build stories that play. Every member of the team is deeply passionate about what they do, and that energy shows in every pixel, every animation, every soundtrack. It’s how we keep things fresh:  by loving the process as much as the result.

Which of your games are currently the most popular among players? What are the signature mechanics or features that players associate with Peter & Sons?

Our Barbarossa trilogy is at the heart of our identity, a saga that’s grown into a true fan favorite.

The first Barbarossa set the tone and  introduced players to high-volatility excitement  where every win doubles the tension and reward. Barbarossa Revenge took that formula further:  with Cannon Cashout, a feature that guarantees wins and keeps adrenaline levels at their peak

And this December, the story reaches its most ambitious chapter yet:  Barbarossa: Dragon Empire. Here,  a double wild placement unleashes 2 random wilds during cascades, taking the excitement to new heights.Think of it as a New Years gift to Peter and Sons fans. 

For players, the Barbarossa series captures everything they love about Peter and Sons-  energy, art, sound and mechanics that never fail to surprise.

What trends in the iGaming market excite you the most right now?

I love how open the market has become for new names and small creative studios. You can feel the energy shift – new providers, new voices, fresh art directions. It reminds me why this industry is so exciting: talent and ideas can truly redefine the landscape overnight.
It keeps us on our toes, and that’s the best motivation to keep innovating.

What are your main goals for the next two to three years? Are you considering expanding into new verticals beyond slots, scratch cards, and instant games?

Absolutely, we are an ambitious team and we’re always thinking ahead. We launched scratch cards a while ago, we have crash games in the roadmap and our team is working on other mechanics which fit our brand. But what excites us the most is creating something that doesn’t exist yet, creating new top games. We’d rather invent a new format that fits the Peter & Sons spirit than replicate what’s already out there.

You recently attended the SBC conference. How did it go for Peter & Sons, and what were your key takeaways?

SBC was pure energy. It’s quickly becoming one of the best industry events, and this year in Lisbon was our most memorable yet. Our stand reflected who we are : bold and a bit rebellious . It was  inspired by our Barbarossa universe and the upcoming Dragon Empire in particular.

We had real tattoos designed by our artists, and the idea took off. The stand was electric, with over 3,000 visitors, 110 tattoo applicants, and 38 brave souls walking away with actual Peter & Sons ink. Beyond the buzz, it was a fantastic opportunity to connect with partners, showcase what’s next, and share the creative pulse that drives us.

How do you measure success: player engagement, operator satisfaction, or something else?

For me, success comes from both sides, from our operators and the players. I love to know that our operator partners are satisfied and they usually are when player engagement is strong. Building solid partnerships ensures our games reach the right audience. It’s that magic balance- creating games that players truly love and that operators are excited to feature.

Read More: Big Bamboo Slot