Peter & Sons at ICE Barcelona: Talking Games with G3 Media

At ICE Barcelona earlier this year, the Peter & Sons team sat down with our long-time media partner G3 Media to talk about the studio’s journey, its creative philosophy, and what comes next.

The conversation happened during an especially exciting moment for the team. Just days before the show opened, Peter & Sons was named Rising Star of the Year at the International Gaming Awards — a milestone that reflects how far the studio has come since launching in 2019.

As Lauryn Duncan, Head of Sales, explained during the interview, the idea behind Peter & Sons has always been simple: games should never feel generic.

“We started with just a handful of people who believed games could be built differently,” Lauryn said. “The goal was never to produce content on a conveyor belt, but to create worlds with personality — games shaped by artists, developers, mathematicians and sound designers who care about every detail.”

That mindset still guides the studio today. What began as a small startup has grown into a team of more than 60 people, with creative and technical talent working across several countries.

The roadmap is equally ambitious. Peter & Sons now releases 24+ original titles each year, exploring different artistic styles, mechanics, and storytelling approaches — but always with the same focus: building games that feel crafted rather than manufactured.

Industry recognition has followed. Awards for design, innovation, and visual direction have highlighted the studio’s creative approach, while initiatives like the Peter & Sons Spotify channel have allowed the music from its games to reach audiences beyond the reels.

For the team, the conversation with G3 Media was a chance to pause for a moment and look at the road ahead. The goal remains clear: continue growing globally while staying true to the creative spirit that shaped Peter & Sons from the very beginning.

Read the full interview here -