“We Create Games for the Soul, Not Just for Trends”: An Exclusive Interview with Peter & Sons

In today’s iGaming world, visual formulas often feel repetitive and predictable. Peter & Sons break away from the mainstream, crafting bold, uncanny designs where every artist becomes the guardian of their own unique game world.

In this exclusive interview with the Editor-in-Chief of Gambling Talk, Brian poses the questions, while Evgeny, Art Director of Peter & Sons, shares his vision on why they don’t blindly follow analytics, how they view the role of AI in game art, and why responsible gaming is not a regulatory checkbox — but a core design philosophy.

Trends of design in iGaming

Brian:Beyond superficial aesthetics, how do you foresee the underlying philosophy of iGaming art direction evolving to meet the demands of a more sophisticated and diverse player base? (This pushes beyond just "what looks good" to the deeper meaning and strategic intent behind visual design.)

Evgeny:Today’s market “aesthetic formula” is boring.

From our perspective the philosophy is simple: choose an unusual angle, build a strong team of artists and game enthusiasts, and create games different from the mainstream products that is on the market. But it might be simple for us as we are talented and outstanding. 

Emphasize the highlights, make it uncanny! Peter & Sons makes beautiful games — creating entirely new worlds — so every one of us can show off and proudly say: “I WAS WORKING ON THIS ONE, CHECK IT OUT, FOLKS!”.

“This is the way”. 

If even your team doesn't find your games attractive and engaging, just close the shop, man. 

Brian:As technology like generative AI becomes more integrated into the development pipeline, particularly in asset creation or content variation, how do you see it impacting the role of human designers and maintaining a distinct brand identity? (Probes their perspective on emerging tech and its disruptive potential on human creativity and unique artistic signatures.)

Evgeny:Everyone can recognize AI-generated visuals right away. Even AI itself can recognize AI-generated work. It’s fine to generate some parts of the game and use them as references at the conceptual stage or even in early development, but everything needs to be polished later on. We love creating with our hands and hearts :)

You can call it “old school”, we call it a mission. Even at the office we often stay late to sketch together or play board games to spark imagination. Our games are absolutely a journey, not just a rush to the destination.

Brian:The iGaming audience is diversifying rapidly. How are your design teams adapting to cater to niche player segments (e.g., skill-based players, social gamblers, younger demographics) while maintaining broad appeal for your core products? (Highlights an understanding of market segmentation and the challenges of universal design vs. targeted experiences.)

Evgeny:The market is more diverse than ever, and that’s a good thing. We don’t believe in one-size-fits-all entertainment. Our games always have a clear, fun core, but we layer different experiences on top: challenges for the skill-hungry, social hooks for the community-driven, playful storytelling for those who grew up on apps and casual gaming. In the end, it’s about giving every player a way to connect with the game on their own terms. That’s how we keep both mass appeal and niche love alive.

Our main goal is to deliver a badass product. Peter & Sons are artists in the first place, and only secondly a successful iGaming business.

Of course, we analyze what settings and mechanics work best to attract players, but we prefer to rethink this data from our own twisted perspective. As an artist, you should enjoy making games without constantly worrying about saving time or being the “right fit” for something. When you focus on improving your skills and pour yourself fully into each game — treating it like your own baby — things will roll naturally.

Brian:On Innovation and Market Positioning In a market often characterized by iterative releases and proven mechanics, what's your approach to balancing adherence to successful design patterns with the imperative to innovate and truly differentiate Peter and Sons Games? (Directly relevant to their likely strategic challenges as a game developer in a competitive space.)

Evgeny:Peter & Sons balances proven design patterns with an unbreakable urge to experiment. Only creating something new moves art (and business) forward. Another fair point is that copying others — even bestsellers — will make you lose in the end, because you waste time and hype trying to follow them.

We never copy. Peter&Sons was copied many times though!

We also have an exciting rule to spark creativity and be more competitive in the market: one game artist = one game. The game’s artist is always its visual keeper, building a little world and helping it grow into something they’re proud to share with everyone. So there’s even a friendly competition among our artists over whose game is cooler ;) And what happens when you’re the best in the Peter & Sons team? You’re ultimately the best. You don’t need to adhere to popular design decisions, you’re the one creating them. 

Brian:How do you anticipate the rise of interconnected gaming ecosystems (e.g., metaverse concepts, cross-platform play, Web3 integration) will influence fundamental iGaming design principles in the next 3-5 years? (Asks about their long-term vision and willingness to engage with potentially disruptive paradigms.)

Evgeny:The future of iGaming is interconnected. Players won’t just play a single game on one device, they’ll jump between worlds, share progress, and expect games to talk to each other. That’s why we’re thinking modular and social: every game should stand alone but also fit into a bigger ecosystem. Metaverse, cross-platform, Web3 — it’s all exciting, but we only adopt what makes the experience better for players. At the end of the day, our design principle stays the same: fun, fairness, and creativity, no matter how disruptive the technology.

Brian:Looking past immediate trends, what fundamental, timeless design principles do you believe will always remain crucial for success in the iGaming space, regardless of technological advancements or market shifts? (Encourages them to reflect on core values and long-term vision, providing insight into their foundational beliefs.)

Evgeny:Trends come and go, but some things never change. At Peter & Sons, we believe in three pillars: make it clear, make it fun, and make it matter. Players should always know what’s happening, enjoy every moment, and feel proud of their experience. Eye-catching design, bold creativity, and respect for the player are non-negotiable. No tech, no hype, no shiny new trend can replace that. If you get these right, the game succeeds - today, tomorrow, or in ten years.