Interview with Lauryn Duncan: How to Design Games at Scale without Compromising Quality?
LISTEN TO THIS ARTICLE:For our latest interview, we sat down with Lauryn Duncan, Head of Sales at Peter & Sons. We talked about how Peter & Sons approaches game design, what’s in their DNA, and what the brand stands for. Lauryn also lifts the veil on a brand-new, never-before-discussed development: Peter & Sons FUSE. We also touched on the role of responsible gambling in game design, how strategic partnerships and market expansions are planned, and what it really takes for a studio to level up and produce high-quality slots at scale. Read on to discover the recipe for success behind one of today’s most recognizable studios.
Lauryn, thank you for taking the time today. You’ve been leading Sales at Peter & Sons for the past year and a half, after building your career in the wider iGaming space. What drew you specifically to Peter & Sons? What made the studio stand out to you as a place worth investing your expertise?
Having spent years working with up-and-coming studios that went on to become major forces in iGaming, I’ve learned to recognize when a brand has that rare spark, and Peter & Sons had it from the first moment. Their creative DNA was unlike anything else on the market: the hand-drawn artistry, the cinematic sound, the attention to every little detail that turns a slot into an experience rather than just a game.
But what really convinced me wasn’t just the product – it was the people. When I met the founders and the wider team, I saw a group of creators who were both fearless and deeply collaborative. There’s this wonderful blend of structure and chaos at Peter & Sons, a sense that big ideas are always welcome, as long as they’re backed by craftsmanship and purpose. That’s exactly the kind of environment where I thrive. I knew I could bring my commercial experience to help scale their vision globally, without ever losing that creative edge that makes the brand so distinctive.
The iGaming market is one of the most crowded arenas in entertainment. From a developer’s standpoint, what does it really take to cut through the noise and make players notice your games? What would you say are the strongest levers in your arsenal that give Peter & Sons an edge?
It’s true, the iGaming space is one of the most competitive entertainment markets in the world, and simply making "good" games isn’t enough anymore. To stand out, you need a point of view. Players in regulated markets are incredibly savvy; they recognize authenticity, artistry, and consistency when they see it.
For us at Peter & Sons, that edge comes from our unwavering creative identity. Our games are instantly recognizable, not just for their bold visuals and handcrafted worlds, but for the emotion and energy behind every spin. Each title belongs to a connected universe built on imagination, humor, and unexpected mechanics.
We build worlds that players want to return to.
But there’s also another side to our success – the pace at which we grow. The speed of onboarding new partners has been phenomenal. I’ve honestly never seen anything like it in my career. Every single day, we go live with a new operator somewhere in the world. We’re already working and in active discussions with nearly every Tier 1 operator globally, which is quite remarkable for a studio our size.
Beyond the art, we’re deeply focused on trust and performance. Our partners know that when they launch a Peter & Sons game, it’s not just going to look and sound incredible – it’s going to engage, retain, and deliver. That combination of creativity, commercial reliability, and rapid global expansion is what truly helps us cut through the noise.
Since 2019, Peter & Sons has delivered more than 50 titles, each with its own distinct world, style, and personality. In an industry often accused of "cookie-cutter" releases, what’s the creative formula or mindset that keeps your games a step above the mainstream?
Our creative heartbeat is what defines Peter & Sons. I’m constantly amazed by the imagination and drive of our team – they live and breathe creativity. Every title starts as a bold idea, a story waiting to be told, not just another game to fill the roadmap. From that first spark, art, math, and sound design evolve together, shaping an experience where every element has purpose and personality.
What truly sets us apart is our game design team. Even though we already launch a significant number of titles each year, every single one is mechanically unique. The team constantly brainstorms, experiments, and explores new features with each release – some with a lighter touch, others taking bigger creative risks to introduce mechanics players haven’t seen before. That constant spirit of exploration keeps our portfolio dynamic and ensures that every game adds something new for players to discover and love.
We plan our roadmap more than a year ahead, but the goal is never to replicate – it’s to reinvent. Each release is an opportunity to challenge ourselves, to build worlds that surprise players and push the boundaries of what slot design can be. That’s why you’ll never see a "cookie-cutter" Peter & Sons game; they all carry their own soul and identity, united by our unmistakable visual language and playful spirit. What I’m most proud of is that we’ve managed to sustain a new release every month without ever compromising quality. It’s a testament to the talent, discipline, and shared vision of a team that’s as fearless as it is creative.
Visual appeal and engaging mechanics are key to retention, but distribution is equally crucial. When you approach new partners, what’s the unique selling point you emphasize? How has that helped Peter & Sons expand into more than 50 markets and integrate with over 200 platforms worldwide?
When we approach new partners, we lead with two things – our creative identity and our reach in regulated space. Peter & Sons is certainly about reliability and partnership, the number of licenses is something that also sets us apart. We’re now spread so widely thanks to a strong internal tech foundation and a team that moves fast and collaborates closely with operators. Our own scalable platform allows seamless integrations, and our partners know they can trust us to deliver on time, every time. For new partners, it’s exciting to be part of our success story.
You’ve recently returned from SBC Summit in Lisbon, where Peter & Sons stood out with bold artwork and even a live tattoo activation at your stand. With over 10 major industry events on your calendar each year, how do you keep reinventing your presence and ensuring the brand statement is fresh, memorable, and true to what Peter & Sons stands for, especially with so many studios competing for attention on the same floor?
We’re really fortunate to have an incredible marketing team that nourishes the energy and vibe of Peter & Sons. They create the whole experiences that reflect the spirit of Peter & Sons, and the live tattoo activation in Lisbon was a great example of that. Events like SBC are a perfect stage to show who we are – bold, creative, and a little unconventional. That combination is what keeps our presence at different shows exciting and ensures we stand out, even on floors crowded with other studios.
After Lisbon, have you already sketched out fresh ideas for future events? And when you walk away from a summit or expo, what are the benchmarks that define success for you and your team?
We’re always brainstorming and sketching ideas the moment an event wraps, it’s part of our rhythm. Big conferences like ICE Barcelona and SBC Lisbon are key for us, but we also love the smaller, regional gambling events where we can connect on a more personal level and keep our creative pulse sharp. ICE 2026 is already in motion, and the team is pushing to make it our most immersive and visually striking showcase yet.
For us, success goes beyond numbers or foot traffic. It’s about building genuine connections, sparking collaborations, and making sure people leave our stand feeling inspired, with a clear sense of who Peter & Sons are and what we stand for: creativity, quality, and the courage to do things differently.
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Dec 17, 2024Recently, you entered Italy with Sisal and strengthened your UK footprint through a creative collision with BetVictor. These are established names with decades of trust behind them. What does it mean for Peter & Sons to be recognized by such legacy operators, and how does it shape the studio’s credibility in the eyes of both players and partners?
We’re incredibly proud of these partnerships. Working with legacy brands like Sisal and BetVictor is both an honor and a powerful validation of what we’re building at Peter & Sons. These are operators with long-standing reputations for quality and trust, so being chosen to stand alongside them means our creative vision and consistent delivery truly resonate.
Collaborations like these elevate our visibility and strengthen our reputation in regulated markets. It’s a strong signal to both players and the wider industry that our brand belongs among the most respected names in iGaming.
Beyond Europe, are there particular markets you’re eyeing for growth? And when considering a new territory, what are the key factors – regulatory landscape, player behavior or competitive saturation, that make you decide it’s worth the investment?
Beyond Europe, our focus is firmly on fast-growing regulated markets like Brazil and New Jersey – both incredibly exciting opportunities. We secured our Brazilian license earlier this year and have already gone live with top-tier operators, with more launches lined up in the coming months. In New Jersey, we’re in the final stages of certification and integration, and the interest from operators has been extremely encouraging.
When assessing new territories, we take a deliberate and strategic approach. Regulation, player appetite, and long-term potential are key. We only enter markets where our creative, premium-style games can genuinely resonate. It’s not about expanding for the sake of growth – it’s about building strong, sustainable footholds in regions where we can make a meaningful impact and establish Peter & Sons as a standout, trusted brand.
We’ve always had a soft spot for studios in this space that not only emphasize responsible gambling, but actively embed it into their game development process. With certification in more than 15 jurisdictions, how does Peter & Sons weave responsible gaming principles?
Responsible gaming is often taken as a compliance checkbox, but for us it’s surely a cornerstone of how we design and deliver our games. Being certified in 19 jurisdictions means we operate under some of the strictest regulatory frameworks in the world, and we see that as an opportunity to lead by example. Our creative and product teams are constantly thinking about how mechanics, visuals, and player journeys can promote responsible play without compromising fun.
We hold licenses across the world – from European markets to Latin America, like Brazil, to North America, including Ontario and New Jersey. This ensures every game meets the requirements of each market and is fully aligned with responsible gaming standards.
Ultimately, we believe that sustainability in iGaming comes from trust.
Games should entertain, not overwhelm, and our commitment to responsible gaming ensures players can enjoy the magic of what we create safely and confidently.
Now that we’ve touched on your portfolio, let’s talk specifics. One character that’s captured our attention is Captain Barbarossa – a fan favorite for many, including us. With Barbarossa 3 set to launch this December, how do you see this next chapter building on the legacy of the series? Why does it make sense for a studio to develop sequels to existing titles, rather than always creating something entirely new?
Captain Barbarossa has really become part of Peter & Sons’ DNA – a character players instantly recognize and love. With Barbarossa Dragon Empire launching this December, we’re taking everything that made the saga iconic and turning the dial up: new mechanics, expanded storytelling, and visuals that push our artistic style even further. It’s kind of an evolution of the world we’ve built.
Creating sequels lets us honor that existing fan connection while exploring fresh directions. Players already trust the experience, so we can innovate more boldly, refining gameplay, experimenting with features, and deepening the narrative. It’s about striking the right balance between familiarity and surprise, ensuring each chapter feels both comfortingly known and thrillingly new.
I understand Peter & Sons has a new development stream kicking off right now. Even if details are still under wraps, can you share a glimpse of what makes this initiative "revolutionary" in your eyes, and how it might influence the way you approach future game releases?
Yes – we’re incredibly excited about Peter & Sons FUSE, our new development stream launching as we speak. It’s a creative ecosystem that marks the next evolution of our studio. Peter & Sons FUSE allows us to host internal sub-brands like Bitpunch as well as selected third-party studios – all under the Peter & Sons umbrella, giving us room to scale, diversify, and explore new content verticals while maintaining the same seal of quality that defines every Peter & Sons title.
What makes this initiative truly revolutionary is that it transforms us from a single studio into a next-generation content powerhouse – a platform where innovation meets curation. Through Peter & Sons FUSE, we’re building a connected ecosystem of creators, united by a shared artistic vision and powered by our proprietary RGS. It’s both a business evolution and a creative one. We’re stepping into the role of tastemakers, enabling new voices, new brands, and new kinds of experiences to thrive under the Peter & Sons identity.
Every year in iGaming seems to be defined by a new trend. In your view, what has shaped 2025 the most, and what do you anticipate will drive the industry in 2026? And when it comes to trends, how does Peter & Sons decide which ones to embrace?
2025 has been a year defined by deeper player engagement – the industry has shifted toward experiences that feel truly immersive, blending storytelling, art, and mechanics into cohesive adventures.
We’ve seen players respond strongly to innovation that goes beyond visuals or features – they want connection, personality, and games that surprise them.
Looking ahead to 2026, I see three key forces shaping the landscape: personalization, cross-platform integration, and the growing focus on regulated markets. Players expect experiences that adapt to their preferences and fit seamlessly across devices, while operators demand reliability and compliance in every jurisdiction.
At Peter & Sons, we’re selective about the trends we embrace. We don’t follow hype for its own sake – we assess whether a trend enhances creativity, deepens engagement, and aligns with our brand identity. When it does, we run with it, putting our own artistic and innovative spin on it. The balance between evolution and authenticity is what keeps our games distinct and enduring.
We’d like to thank Lauryn for lifting the curtain on Peter & Sons and sharing, for the first time, more about their upcoming developments, including Peter & Sons FUSE and the new games on the horizon. We’re genuinely excited to see what’s next from this inspiring studio. We’ll definitely be watching for Barbarossa Dragon Empire, the sequel to the beloved captain’s adventure, due out in December. As the year wraps up, Peter & Sons is firmly on our radar for more intriguing surprises.
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