Big Daddy Gaming®, the high-profile newcomer to the slots industry, has finalized a major commercial agreement with ComeOn Group. This partnership marks a significant milestone for the studio, which was founded by a trio of industry heavyweights from Relax Gaming and Evolution.

The deal will see Big Daddy Gaming’s debut portfolio integrated across ComeOn Group’s international brand stable, with a specific focus on high-traffic Swedish brands like Snabbare and Hajper.

Reel Fun. Real Value: The Studio’s DNA

Launched in late 2025, Big Daddy Gaming® entered the market with a mission to disrupt what its founders describe as an “oversaturated and stagnant” supply chain. The studio’s philosophy, Reel Fun. Real Value., aims to combine humorous, high-quality creative content with a commercial model that prioritizes long-term operator profitability.

Leadership & Strategic Backing

The studio’s rapid ascent is fueled by the combined experience of its founding team:

• Erland Hellstrom (CEO): A former commercial executive at Evolution, known for managing tier-one operator relationships during periods of hypergrowth.

• Simon Hammon (Co-Founder): Former CEO of Relax Gaming and a key figure in the early success of NetEnt.

• Daniel Eskola (Co-Founder): Former Chief Product Officer at Relax Gaming and product leader at Kindred.

The venture is further supported by capital from Castech, a gaming-focused investment fund, ensuring the studio has the financial runway to scale its technical infrastructure.

Sweden: The First Major Regulated Milestone

The partnership with ComeOn Group aligns perfectly with Big Daddy Gaming’s recent regulatory success. On November 11, 2025, the studio secured its B2B supplier license from the Swedish Gambling Authority (Spelinspektionen).

“Securing the SGA licence is a major validation of our compliance standards and technical readiness,” said Erland Hellstrom, CEO at Big Daddy Gaming®. “Sweden is an essential market in our growth strategy and securing this approval allows us to immediately begin servicing our operator partners here.”

Deployment Timeline & Key Markets

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Editor’s Take

Why this matters: In the current iGaming climate, “sustainable growth” isn’t just a buzzword—it’s a survival strategy. By bringing in a seasoned CPO like Michela Tabone Valetta (ex-Bally’s, Gamesys), ComeOn is signaling a focus on organizational maturity. Furthermore, the specific addition of a Country Manager for Ontario (Mark Cheeswright) suggests a deeper entrenchment in North America’s most competitive regulated market, moving beyond general expansion to targeted regional dominance.

The Full Story

ComeOn Group, the leading international iGaming operator, has announced a significant strengthening of its leadership structure, headlined by the appointment of Michela Tabone Valetta to its Executive Team as Chief People Officer (CPO).

The move is part of a broader recruitment drive that has seen the company fill critical senior roles across Compliance, IT Security, Commercial, and Market Management, positioning itself for a new phase of regulated market expansion.

New Chief People Officer Michela Tabone Valetta brings two decades of HR leadership experience, with nearly half of that time spent in the iGaming sector. Her resume includes senior tenures at major industry players such as Vera & John, Gamesys, and Bally’s Corporation. Most recently, she served at BoyleSports, where she supported a workforce of nearly 3,000 employees.

At ComeOn, Valetta will lead the People & Culture function, tasked with refining talent strategy and organizational development as the operator scales its global footprint.

Strategic Senior Appointments alongside the C-level addition, ComeOn Group confirmed four other key strategic hires made earlier this year to bolster its operational foundations:

• Mark Cheeswright (Country Manager, Ontario): A veteran with over 20 years in iGaming (LeoVegas, William Hill, BetVictor), Cheeswright is tasked with steering the company’s growth in the highly competitive Canadian province.

• Thomas Mifsud Tommasi (Head of AML): Joining from LeoVegas and BetClic Everest Group, Tommasi brings over a decade of financial crime compliance expertise to the group.

• Radek Ostojski (Head of Information Security): With a background in cloud architecture and DevOps at Swintt and KingMakers, Ostojski will lead the operator’s cybersecurity initiatives.

• Rebekka Rogers (Head of Commercial, Casino): Formerly of Evolution, Rogers will drive commercial performance and strategic growth within the company’s core Casino vertical.

CEO Commentary Juergen Reutter, Chief Executive Officer at ComeOn Group, emphasized that these appointments are about building depth for the long term:

“We are delighted to welcome Michela to our Executive Team. Her extensive expertise in people and culture, organizational development, and leadership strategy will be instrumental as we continue to grow and strengthen our operations globally.

“Earlier this year, we also welcomed Radek, Thomas, Mark, and Rebekka into key leadership roles… Their contributions are already reinforcing our strategic foundations, and together with Michela’s arrival, they significantly enhance the depth and capability of our leadership team.”

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