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Movers and Shakers: Peter & Sons: we’re not afraid to stand out from the crowd
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Writing for European Gaming, Yann Bautista, Commercial Director and Founder at Peter & Sons discusses the challenges of creating something truly unique for the iGaming industry.
Developing something ‘different’ for bettors is much easier said than done. Do you go down the game design route? Add new mechanics? How about completely reinventing the overall gameplay experience with the incorporation of new technologies?
Within the iGaming space, we’ve seen game developers and platform providers scramble to find new ways to differentiate themselves from the crowd. And I can see why.
The space has become much more saturated over the last few years, not to mention players demanding much more from their gaming experiences – those points of differentiation can mean the difference between engaging players or fading into the background.
At Peter & Sons, doing things ‘different’ has been our mantra since our inception back in 2019. Our founding team knew that the iGaming sector presented a lucrative opportunity, so in order to be successful, you really had to make a splash.
But let’s be clear, we weren’t looking to reinvent the wheel. From our collective experiences, we knew what worked and, more importantly, what did not. So instead, we wanted to keep the wheel as it was – but add our own fresh spin.
To achieve this, we chose to focus on the development of innovative products and combining that with our distinctive branding. We wanted to make sure that any player who was enjoying our games knew that this was a Peter & Sons product.
Innovation: simply a buzzword?
Now, we know what you’re probably thinking. Doesn’t everyone set out on a mission to innovate? And you’re not wrong. Innovation has become somewhat of a buzzword in our industry over the last few years.
Reskinning an existing game with a slightly tweaked design does not an innovator make.
True innovation, in our view, lies in reimagining existing concepts in ways that feel fresh and exciting, while also introducing entirely new elements that redefine the player experience.
For me, I guess you could say that the iGaming industry can be considered to be an innovative industry. We are seeing new products and technologies emerge which are paving the way for our industry to grow and evolve. However, what we have also seen is a handful of gaming companies recycle more established concepts and mechanics – something that can ultimately have a detrimental effect on player engagement.
Peter & Sons isn’t, and never will be, one of those gaming companies that relies on rehashing existing concepts. As a company, we strive to push the boundaries of game design by incorporating new technologies, creative mechanics and unique artistry to ensure that every single game we develop stands out both visually and experientially.
Our focus on differentiation means that we are able to deliver much higher quality, more immersive gaming experiences that not only captivate players, but help our operator partners to drive long-term engagement too.
It’s all about branding
As a company, we didn’t want our mantra of differentiation to be limited to the development of mechanics. In fact, it is also a value that has shaped our overall branding strategy – both in terms of game design, and how we portray our organisation to new and existing partners. Looking at game design, we ultimately wanted our branding strategy to complement our product innovation team.
To do this, our team follows three core principles: creative, fun and relevant to our audience. There is very little use in designing a game around a theme that has already proven to be unsuccessful with players; instead, look at either developing an entirely new design concept, or adding a new twist to a player favourite.
The synergy of unique game themes, stunning graphics, and top-tier audio design, alongside a brand that highlights creativity and player-centric values, truly sets us apart. This comprehensive approach ensures our games are not only played but also remembered and recommended by players.
Those three core principles have also shaped our brand identity. In fact, we underwent a brand refresh last year, as we wanted to align our visual identity and messaging with the innovative spirit of our game portfolio. For us, it shouldn’t just be our games portfolio that’s fun, creative and relevant. Our overall brand should be too.
Our brand refresh became much more important as we continued to expand our global reach and introduce new titles.
We wanted to be able to roll out new games across new markets, and for players and operators to be instantly familiar with Peter & Sons, and what we stand for. So, we chose to update our logo, website and market materials to better reflect the essence of who we are as a brand.
What lies ahead?
As we enter the next phase of our growth as a company, we will continue to remain firmly focused on changing the game for slot development and bringing new, exciting titles to players right across the industry.
By staying true to our core values of innovation and player-centric design, we aim to set new industry benchmarks and deliver unparalleled gaming experiences. We already have big plans in place to broaden our portfolio, with a pipeline of exciting slots as well as a range of instant and scratch games.
We’ll continue entering new regulated markets and strengthening our presence in existing ones. And rest assured, we will continue to maintain the highest possible standards of quality and creativity.
While I can’t give away much about our plans for the next 12 months, what I can tell you is that we plan to keep building on some of our most successful games, like Barbarossa. Following its success, we are releasing Barbarossa Revenge on the 1 October, which we believe will be a hit, captivating our loyal players and attracting new ones. So, keep your eye out for some new exciting products!
The post Movers and Shakers: Peter & Sons: we’re not afraid to stand out from the crowd appeared first on European Gaming Industry News.

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Goldex Casino by N1 Partners: a new brand tailored for top GEOs
N1 Partners continues to strengthen its position in the iGaming market by expanding its portfolio with the launch of a new brand — Goldex Casino.
Goldex Casino is strategically focused on key Tier-1 GEOs, including Australia, New Zealand, Canada, Germany, Austria, Switzerland, Norway, Ireland, Denmark, and Slovenia. The product supports eight languages with localised content, ensuring broad reach and engagement.
Goldex Casino features a portfolio of over 5,000 games, while its unique Journey Map system transforms gameplay into a personalised adventure with rewards of up to €/$5,000 and 1,000 free spins. VIP players benefit from an exclusive program offering tailored bonuses, higher limits, dedicated account management, and a final prize — a Rolex Sky-Dweller or its cash equivalent of €20,000.
Special attention has been paid to adaptive design across devices, an intuitive interface, and a suite of features that enhance the user experience and drive player retention. Fully licensed, the brand guarantees a high level of transaction security.
With Goldex Casino, partners gain a robust tool to scale traffic across top GEOs and secure long-term profitability. Join N1 Partners and achieve top-tier results together.
On a related note, N1 Partners is currently running its large-scale N1 Puzzle Promo. All registered teams earn puzzle pieces for driving traffic to N1 brands, including Goldex Casino, with the most active participants competing for luxury prizes. The ultimate reward – a private Robinson helicopter, awarded to the winning team at the end of the promo. The campaign runs until the end of the year.
The post Goldex Casino by N1 Partners: a new brand tailored for top GEOs appeared first on European Gaming Industry News.
Latest News
Goldex Casino by N1 Partners: a new brand tailored for top GEOs
N1 Partners continues to strengthen its position in the iGaming market by expanding its portfolio with the launch of a new brand — Goldex Casino.
Goldex Casino is strategically focused on key Tier-1 GEOs, including Australia, New Zealand, Canada, Germany, Austria, Switzerland, Norway, Ireland, Denmark, and Slovenia. The product supports eight languages with localised content, ensuring broad reach and engagement.
Goldex Casino features a portfolio of over 5,000 games, while its unique Journey Map system transforms gameplay into a personalised adventure with rewards of up to €/$5,000 and 1,000 free spins. VIP players benefit from an exclusive program offering tailored bonuses, higher limits, dedicated account management, and a final prize — a Rolex Sky-Dweller or its cash equivalent of €20,000.
Special attention has been paid to adaptive design across devices, an intuitive interface, and a suite of features that enhance the user experience and drive player retention. Fully licensed, the brand guarantees a high level of transaction security.
With Goldex Casino, partners gain a robust tool to scale traffic across top GEOs and secure long-term profitability. Join N1 Partners and achieve top-tier results together.
On a related note, N1 Partners is currently running its large-scale N1 Puzzle Promo. All registered teams earn puzzle pieces for driving traffic to N1 brands, including Goldex Casino, with the most active participants competing for luxury prizes. The ultimate reward – a private Robinson helicopter, awarded to the winning team at the end of the promo. The campaign runs until the end of the year.
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HIPTHER Community Voices: Interview with CEO of Media 24 Martins Lasmanis
From his early days in digital marketing to leading one of the most dynamic affiliate networks in iGaming, Martins Lasmanis brings nearly two decades of hands-on experience and strategic insight to the table. In this edition of Community Voices, Martins reflects on the evolution of the industry, the bold moves that shaped Media 24’s growth, and how the company is embracing AI and a product-first mindset to stay ahead. Dive into his story of resilience, speed, and smart risk-taking — and what it takes to build a future-ready affiliate powerhouse.
Can you tell us about your journey into the iGaming industry, how your role and experiences have grown over the years, and what key lessons you’ve learned along the way?
I started in digital marketing about 18 years ago, focusing on SEO. I remember spending my first two weeks just reading everything I could find online. A lot of it turned out to be useless, but it gave me the basics. From there, I worked at a few companies, launched and sold my own digital marketing agency, and later became a freelancer.
In 2016, an affiliate marketer reached out to me through a mutual connection who recommended me based on previous work. I joined his company in 2017 as an employee. That move felt like a risk, but I saw potential.
I spent about four and a half years there. Over time, I started to see big opportunities in markets the company wasn’t willing to explore. Eventually, I decided to leave, sold my shares, and took a break. In May 2022, I joined Media 24.
One key lesson I’ve learned is that long-term consistency often matters more than one brilliant idea. And when you’re scaling fast, being agile and willing to adapt quickly is sometimes more important than being perfect.
After 8+ years in iGaming, what are the biggest changes you’ve seen in the industry, and how has Media 24 kept up with them? What key things have helped Media 24 stay strong?
Even though the industry never stops evolving, the fundamentals of affiliate marketing haven’t changed much. What has changed is the pace of Google updates. They are a constant source of stress for many SEO-focused affiliates. They now come one after another and sometimes have a big impact.
And now when AI begins to reshape how people search, affiliates will need to rethink how they attract organic traffic. In some cases, we’ve already seen that AI-driven results take away up to 30% of traffic from organic searches. Its growing impact means we should prepare for fundamental changes coming ahead.
What’s helped us most is staying extremely focused. We ran at a loss for almost two years after starting the company. It is often the reality when you are starting a SEO based business. It was incredibly stressful, we nearly ran out of money for salaries at one point. But we kept going with one plan — to make it work.
Now we have grown to 60+ websites, 300 partners and a team of over 50 people. And we didn’t aim for perfection, we aimed for progress. That speed-first mindset helped us significantly.
In a competitive industry like iGaming, looking back, can you think of an idea or plan that felt very risky at first but ended up being a big success for Media 24? What did you learn from that?
One of the riskier moves was our “plant seeds everywhere” strategy. We decided early on to enter almost every market where sports betting was popular. Around 90 GEOs in total. In some cases, the numbers said we shouldn’t bother doing that. But we trusted our instinct.
In that way we were able to quickly identify promising markets, then double down where the data started to make sense. It taught us that data is crucial, but so is intuition. Especially in an industry where emerging markets can surprise you.
It also helped us distribute risk. With presence on so many markets, external factors like Google updates or website blocking had a much smaller impact on the overall business. That made Media 24 much stronger and agile in the long run.
Does Media 24 use new technologies like AI? If so, how does using these technologies help the company get stronger or better at what it does?
Definitely. AI-powered tools have already helped us a lot. For example, we noticed a content formatting task that took our managers hours every day. It was repetitive and added up to dozens of lost hours weekly. So, we built an AI-powered algorithm to automate it. Now it takes just minutes, saving our team days and weeks of work each year.
We’re watching AI closely and see a lot of potential. A few months ago, we started developing an AI-first mindset across the team, setting up bi-monthly meetings and workshops to explore how we use these tools and what’s possible. It’s already changing how we work, and we hope to build up on that. The goal is to figure out how we can optimize our work processes and eliminate as many routine, repetitive tasks as possible. We want to free our employees as much time as possible to think, to create, to be proactive, and to create value.
If you could give one piece of advice to someone wanting to build a successful company in iGaming today, what would it be?
Focus on building something future-proof. That means strong partnerships, transparency, and a long-term mindset. In affiliate marketing, a lot of your success depends on trust. Both with users and with operators.
Also, don’t wait for everything to be perfect before launching. Start fast, learn fast, and improve as you go. The ability to move quickly is still one of the biggest advantages you can have in this space.
What are the main future plans for Media 24, and what kind of impact do you hope the company will have on the iGaming world in the years to come?
Our focus is on becoming a product-driven company. We’re seeing a shift in the industry, many affiliates are building tools and user experiences that go far beyond what was considered enough a few years ago. That’s the direction we’re heading as well.
The new generation of players wants better experiences. We hope Media 24 can play a leading role in creating what the future of affiliate marketing looks like. Agile, technological, and always focused on the user.
The post HIPTHER Community Voices: Interview with CEO of Media 24 Martins Lasmanis appeared first on European Gaming Industry News.
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