Located at Booth 2Q30, the Peter & Sons stand will feature a bold, stylish minimalist design rooted in the studio’s signature industrial aesthetic, with visual elements inspired by its latest flagship release, Barbarossa Dragon Empire. 

All the visitors will have a chance to share fresh coffee throughout the day and signature cocktails with our global team daily after 3 PM. The dedicated Merchandise Zone will showcase exclusive partner merch — including unique gramophones playing vinyl records featuring music from the studio’s newly launched Spotify channel. At the entrance, an interactive touchscreen area will allow guests to jump straight into Peter & Sons demo games.

At the heart of the stand, lies the studio’s most ambitious activation to date:
“Become a Peter&Sons Character.” This year, Peter & Sons goes beyond physical giveaways. Throughout all three days of ICE, everyone can post a selfie on Instagram Story tagging https://www.instagram.com/peterandsonsgames/ and participate in a giveaway. On 22 January, one winner will be announced — and rewarded with what Peter & Sons positions as the most valuable prize at ICE: the chance to become a fully hand-drawn character in one of the studio’s 2026 games, illustrated by the Peter & Sons art team and immortalised inside the game world itself.

Known for its handcrafted visuals, distinctive characters, and art-driven approach to game design, Peter & Sons sees the activation as a natural extension of its brand philosophy — celebrating creativity, individuality, and long-lasting value over disposable promotional items.

ICE Barcelona 2026 marks another milestone moment for the studio as it continues to strengthen its presence across regulated markets, deepen relationships with partners, and invite the industry to quite literally step inside the worlds it creates.