Interviews
Yann Bautista: Peter & Sons is on its own path of slot creativity
What’s the back story to Peter & Sons? Who is behind the studio and where did the name come from?
The Peter & Sons story begins in 2019 when six people with tons of experience in mobile casino and game development came together to launch a studio with a difference. A few of us had previously worked together in a similar venture part of a major online casino operator. We knew we had what it took to create thrilling games that would stand out in game lobbies, and we knew that we worked well together. With that, Peter & Sons was born. As for the name, we wanted something that would inspire tradition, a label that conjured the image of a century-old family business transitioning from retail slot machines to online casino games.
How have you developed your company, its culture and indeed the Peter & Sons brand?
From the get-go, we identified five pillars that each project, hire and decision would be based on. The first is creativity to the core – creativity is not just what we do, it’s how we do it. This means trying new things, pushing boundaries for players and ensuring that our games keep moving the industry forward. The second pillar is anti-boring. Life is too short to be just another games company doing more of the same. We are here to walk our own path, stand out from the crowd and leave our mark. The third pillar is to sweat the small stuff. We leave no stone unturned in our pursuit of perfection. We are laser-focused on the details that make a difference to players and our partners. Pillar four is easy does it. We are super easy to work with and always get the job done. Our games are easy to spot in the lobby, easy to play and easy to enjoy. The last pillar is player-obsessed. We are committed to improving the player experience of our games because we want to be their first choice each time they enter the casino game lobby.
You operate in a highly competitive market so how do you ensure your games stand out?
As veterans of this remarkable industry, we are aware of and appreciate the competitive landscape we operate in. In addition to our pillars, we also took the decision that wherever as a studio we can control and affect, we will do it in the most positive way. From game production, to commercial engagement, to support – we try to go the extra mile in all touch points with our partners in order to increase the value of our services and consequently the performance of the partners.
Is there a Peter & Sons hallmark that players can instantly recognise when experiencing one of your games?
We have come to learn that both players and operators can instantly spot a Peter & Sons game due to our unique style. Our logo really stands out, too, and sticks in players’ minds. We actually use our logo in some pretty cool ways and try to implement it in each title, sort of like an easter egg in a movie. The Peter & Sons goat can be found in each title, whether that’s on the loading screen, as an in-game character, on symbols or even on win coins. Some call it subliminal messaging, we call it savvy marketing.
It also helps that we have a very successful title in our portfolio. Barbarossa has become something of a flagship title and attracts a lot of attention from players and the wider industry. Unlike the usual churn curve of a slot, Barbarossa is showing elements of being a hit with a stable cohort of players that keep returning month in month out. We are working on a follow-up, Barbarossa 2, that will take the player experience to the next level and with even more big win potential.
How are you differentiating through game mechanics? Is this the most important area for a studio to differentiate?
For us, the magic is found in combining existing mechanics with new concepts and visuals to create a new player experience. For example, on our next run of games, we will be including special features around blocks – gameplay we initially introduced in Frozen Age – and more advanced mechanics around multipliers, as we did in Peter Hunter. We also have some classic slots in the works with consolidated mechanics including our twist on the fishing format. Mechanics are important, but if you look at the top-grossing games from the leading providers, they are mostly adaptations of existing mechanics.
How do you ensure your games appeal to a broad player audience?
We are all passionate about slot games and while our tastes differ, we know what matters most to players. This guides our mission as a studio, which is as simple as it is clear. And that is to curate a diverse portfolio that caters to the unique preferences of different players across different markets. We are unwavering in our dedication to achieving excellence in every aspect of game production. We don’t settle for the ordinary and instead meticulously study existing games in search of areas of improvement while drawing inspiration from our favourites. Reskins are a no-go for us. We take a quality-over-quantity approach and take great pride in delivering distinct experiences with each game we create.
This means we are always innovating to craft games that are not only fresh and captivating, but that are also infused with smart features. More than just mechanics, our emphasis is on seamlessly integrating these features into thematic elements within the game. The graphical presentation of these mechanical features is carefully curated to elevate the overall game experience, taking players on an amazing adventure with each spin of the reels.
Can you tell us more about SkillOnNet’s investment in Peter & Sons? How did this come about and how is it benefiting both parties?
Peter & Sons has basically become the content arm of SkillOnNet, which frankly brings some incredible perks for a relatively young studio. The first major upside is that we enjoy the resources that a tier one group such as SkillOnNet has at its disposal. This covers everything from accounting to legal and compliance. This support allows us to focus on what we do best, and that is producing brilliant games.
More importantly, we can leverage the dozens of local licences that SkillOnNet holds to deploy our content in regulated markets across the globe. At this point in our journey, this is a position we never expected to be in. Young studios struggle to obtain one or two licences in the early days, but we are already in a position to distribute in some of the biggest global markets including the UK, Spain, Denmark, Sweden, Ontario, Italy, Portugal, Germany and Greece, not to mention those that are in the pipeline including New Jersey, Peru, Brazil and more. This allows us to cater to tier-one operators via a single integration into multiple markets.
2023 was a big year for you. Can you share one or two major highlights?
The year started with the SkillOnNet investment and ended with Peter & Sons move on to the next chapter of its success story. This progression saw us move from distributing only via the Yggdrasil Master Program and the Relax Silver Bullet to getting our own platform and RGS. This in turn allows us to create brilliant partnerships and integrations with some of the best aggregators and operators in the space including Relax, Hub88, IGT and Playtech. We have also launched a new website https://peterandsonsgames.com, grown the team and secured certifications and licences. This has put an incredibly solid foundation in place for 2024 and beyond.
How will you carry the momentum you have built over the coming 12 months?
Last year we were focused on building the foundation on which we can grow and not only achieve but exceed our goals. We are now expanding our commercial team significantly. Using the licences and certifications we hold, we expect to grow our independent distribution in all major markets with all tier-one operators in each. We have already built huge momentum behind our games and, as a studio, we are well known. This is a very fortunate position to be in but one we intend to take full advantage of.
Fast Track, the leading SaaS technology company and CRM provider in the iGaming industry, has unveiled the second instalment of its Inside Out video series.
Titled “Ain’t No Rest for the Wicked” the interview features CEO and Co-founder Simon Lidzén in a candid, behind-the-scenes discussion about the company’s growth, challenges, and vision for the future.
In the 30-minute video, Simon reflects on Fast Track’s nearly ten-year journey: “Success to me is about setting goals and achieving them. This year has been intense, but incredibly rewarding. From scaling Fast Track to launching groundbreaking products like Rewards, we’re just getting started.”
The conversation explores the launch of Rewards, Fast Track’s promotional ecosystem that integrates CRM with gamification to deliver engaging and personalised player experiences. Simon also discusses the company’s rapid global expansion and the challenges of scaling leadership within a fast-growing organisation. Looking ahead to 2025, he highlights Fast Track’s focus on leveraging AI to redefine CRM and customer engagement.
Simon’s reflections also touch on the company’s culture: “Fast Track is built on relentless innovation and a team that thrives on solving challenges. Seeing how much we’ve grown and how far we’ve come makes this journey so exciting.”
For those unfamiliar with Fast Track, the company is a high-growth SaaS leader, known for pioneering the use of AI to deliver personalised experiences to customers. Its software empowers companies to automate marketing and operational workflows, enabling teams to focus on strategy and innovation. Fast Track is reshaping CRM for iGaming, setting a new standard for customer engagement.
Watch the interview here: https://2ly.link/23JyZ
The post Fast Track CEO Shares Honest Reflections in New Interview: Ain’t No Rest for the Wicked appeared first on European Gaming Industry News.
As we enter 2025, what unique opportunities do you see for WA.Technology in the LatAm iGaming market?
The iGaming market in Latin America is experiencing rapid transformation, and this dynamic shift presents considerable opportunities for companies with the right strategy and adaptability.
We are witnessing a shift from informal, semi-professional operations to a growing demand for a formal, structured, and professional gaming industry that can meet the higher expectations emerging from both regulators and consumers.
At WA.Technology, we are perfectly positioned to leverage our extensive local knowledge to achieve just that. Our team has been working across the region for years, from Mexico to Brazil, Colombia, and beyond, which gives us a unique edge in navigating the regulatory complexities and unique behavioural dynamics of this evolving landscape.
This authentic regional understanding not only allows us to stay ahead of market trends but also empowers us to innovate in a way that aligns with global best practices while being sensitive to local cultures, customs, and regulations. As the LatAm gaming market continues to mature, we are ready to support operators in a more structured, regulated, and growth-oriented environment.
How does WA.Technology plan to maintain its progress across the region in 2025?
Our approach to sustained growth in Latin America is driven by the expertise of our team, who bring years of experience from across the region. The team at WA.Technology has collectively worked across a variety of LatAm gaming markets, gaining firsthand knowledge of local regulations and consumer preferences. This wealth of experience enables us to navigate the ever-changing landscape with agility and precision.
As the region continues to evolve, we will continue to integrate global best practices while remaining flexible enough to address the unique needs of each local market. Our strategy at WA.Technology largely focuses on building close relationships with various local stakeholders, refining our offerings based on real-time feedback and ensuring our presence continues to make a long-lasting difference in the region.
We are committed to driving long-term growth, building strong partnerships and providing the best possible value to our clients across Latin America.
For operators looking to enter Latin America in 2025, what are some of the key trends/nuances they need to be aware of? And how is WA.Technology helping them to navigate these?
Entering the Latin American market in 2025 presents a variety of opportunities for growth. However, operators looking to make the most of what this region has to offer must carefully consider local regulations, consumer behaviour, and cultural differences in each country. After all, LatAm is not one homogenous region – each country has its own unique dynamics at play.
Regulatory frameworks continue to evolve rapidly, with each individual regulator in the region setting its own rules, meaning that operators must be highly adaptable and well-prepared for any future legislative changes. But regulations aren’t the only challenge.
Understanding local consumer habits, preferences, and cultural nuances is equally critical to building a successful operation. For example, the products players enjoy in Brazil are likely to be completely different to those favoured by Mexican bettors.
At WA.Technology, we help operators navigate these complexities by offering solutions that are fully compliant with local laws and tailored to meet the diverse needs of Latin American consumers.
We don’t see ourselves as just a technology provider; we want to be a trusted partner, supporting operators in their journey to understand the regulatory environment and local market dynamics, ensuring they’re well-positioned for long-term success.
With Brazil now live, how does WA.Technology plan to gain an edge in what is likely to be a highly competitive market?
Brazil is undoubtedly the flagship market in Latin America, and we’ve been preparing for this moment for some time. With a market of such size and potential, competition is bound to be hard. However, we are confident that our extensive local presence and tailored approach will give us a distinct edge unmatched by any other provider on the market.
We’ve made significant investments in Brazil, building a team that is highly knowledgeable about the local market and deeply embedded in the regulatory landscape. I am proud to say our team has worked extremely hard to ensure we were ready in time for the new regulations in Brazil and that we are in a position now to grow even further in this market as a result. With dedicated local offices, a strong team of regulatory experts and seasoned professionals with operational expertise, we are well-equipped to navigate the complexities of Brazil’s rapidly growing iGaming market.
Our extensive knowledge of the local market and commitment to delivering innovative, market-specific solutions allows us to provide licensed operators with the tools they need to succeed in this competitive space.
How will your approach to Brazil differ from that of the wider LatAm market?
While Brazil is undeniably one of the largest and most significant markets in Latin America, our approach to the region as a whole is both comprehensive and tailored to the unique characteristics of each country.
We recognise that Latin America is a highly diverse and dynamic market where each country presents distinct opportunities, challenges, and regulatory landscapes.
At WA.Technology, we adopt a market-specific strategy across our entire business, ensuring that we provide localised solutions that meet the unique needs of each country while maintaining a strong, responsive presence in all key markets.
Our team brings extensive experience from working in countries such as Argentina, Chile, Peru, Ecuador, Colombia, the Dominican Republic, and Mexico. In fact, we recently expanded our footprint by opening offices in Mexico City, which allows us to stay closely connected to local developments and offer even more tailored support to our partners in this market.
Mexico is particularly important to us in terms of future growth, and we view it as a key focus for WA.Technology alongside Brazil. Our integrated, flexible approach ensures we can remain agile across the entire region, responding effectively to each market’s specific demands while maintaining a cohesive regional strategy.
What are your goals for expanding WA.Technology’s footprint in LatAm over the next 12 months? And how do you plan to achieve these?
Looking ahead to the rest of 2025, our key goals for expanding WA.Technology’s footprint in Latin America is rooted in two fundamental pillars: extensive market knowledge and strong local presence.
As the region evolves at a rapid pace, staying ahead of market shifts requires constant attention. Our strategy is to maintain a physical presence in every major market, fostering relationships with local stakeholders, regulators, and operators. By doing this, we are able to anticipate changes in the wider market and position ourselves as a proactive, solutions-driven partner, ensuring that our partners can retain their competitive edge.
We aim to further solidify our relationships with key players across the region and remain highly engaged in local markets, adapting our solutions in real-time to meet emerging needs.
Our focus on continuous engagement ensures that we’re always in tune with the evolving landscape, positioning WA.Technology to lead the way in driving innovation and delivering value in Latin America.
The post Patricio Molloy: WA.Technology is ready to raise the bar for LatAm in 2025 appeared first on Gaming and Gambling Industry in the Americas.
Tom Walton, Director at technology consultancy, Burendo, shares how operators can achieve sustainable profitability with learnings from other sectors
Operators who are merging and acquiring other businesses, launching new products or even integrating third-party technologies, can find themselves navigating complex internal processes. It is a complex large-scale challenge. Where M&As are commonplace, brand consolidation can be critical when securing sustainable profitability while planning for higher returns in the future. Within the emerging LatAm and US markets, acquisition remains a key focus. A common issue, regardless of geography, is the challenges presented by outdated or fragmented platforms and systems, a major obstacle in the growth trajectory.
In many cases, fundamental changes in how the organisation functions: its people, processes and technology holds the key to better value, higher profits, operational efficiency and reduced risk. By addressing these complexities with proven experience, technology consultants can support operators to be successful in their strategic initiatives.
Agility in competitive markets
To remain competitive in an ever-changing market, operators must move fast and with agility to refine their offering. A constant eye on retention, acquisition and regulatory changes is paramount to avoid financial impact. Despite this risk, research conducted by Accenture in 2022 found that 95% of B2B and B2C C-level executives believe their customers are changing faster than they can change their business, indicating most operators risk falling behind. This poses the question of how this can be supported.
The value of technology consultancies is in enabling businesses to extract greater value from existing resources through a confident understanding of what good looks like. Bringing external ideas gathered through experience, exemplary resources from process to people, can demonstrate what good looks like. More importantly, it shortens the timeline to achieving real goals in the organisation. Being under resourced or lacking the skills needed across these challenges makes it difficult to gain an overarching perspective particularly within a siloed approach.
At Burendo, we leverage more than 40 years of cross-sector experience. We are not only working with some of the biggest operators in betting and gaming, but partner with other highly regulated industries including finance and healthcare. We have helped operators across many initiatives helping them to realise cost savings or increased revenue in a matter of weeks. We pride ourselves in ensuring we leave a lasting positive impact on the culture, enabling our partners to be empowered to carry on our work.
The retention battle
Many operators are too busy with day-to-day tasks or overwhelmed with where to start when it comes to transformation and building a cutting-edge user experience. An example of the gap between capacity and demand is the rising popularity of in-play betting. During live sports, the speed in which players can find and place their bet is critical. Here, streamlined processes that allow for quick innovation will correlate with customer satisfaction, resulting in higher retention rates.
A fresh perspective for lasting change
A successful approach to optimisation requires taking the challenge and viewing it from an experienced and innovative angle. Our partners truly benefit from best practice and valuable lessons derived from other sectors. Through experience we have found that these challenges are not exclusive to betting & gaming and so the ability to apply these learnings drive success.
Managing complex systems and large volumes of data is a common obstacle. By applying these cross-sector principles through working with technology consultants, operators can gain valuable insight into re-engineering platforms and the skills needed, to meet both current and future demands.
Building exceptional, scalable and adaptable architectures ensures that businesses can continue to grow and evolve as the industry changes. This forward-thinking approach positions operators ahead of the curve, meaning they are poised for success in the years to come and have the agility to address any challenges or opportunities that arise.
Creating lasting change requires more than just solving immediate problems. Our goal for our clients is to maintain high levels of efficiency long after an initial transformation is complete. By empowering teams to implement and sustain improvements, operators can maintain continuous growth and unlock growth worth tens of millions of pounds, far outweighing their cost of delivery.
The focus must now shift to building stronger, more Agile organisations that can adapt to changing market conditions. Sustainable efficiency enables operators to optimise time-to-market, improve platform performance, and manage resources more effectively, creating a foundation for long-term growth.
About Burendo
Founded in 2018 and with offices in Leeds and London, Burendo is an award-winning, consultancy delivering stand-out products and services through technology. We partner with organisations to accelerate organisational value delivery and transform customer experiences.
We are pragmatic thinkers and doers who understand the operational world of organisations and customer demands. We work as a partner to give our clients the latest ideas, tools and techniques to deliver effective results that build long-term value.
For more information, you can visit the Burendo website: www.burendo.com
If you have any questions, please contact Kate Smith, Senior Digital Marketing Executive by email: [email protected]
The post Consolidating brands efficiently to achieve high growth appeared first on European Gaming Industry News.
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