Exclusive Interview with Sonya Sverdlova: Unleashing Rebel Art & Bold Bets in iGaming with Peter & Sons

Interview with Sonya Sverdlova: Where Art, Story, and Strategy Redefine iGaming

After years of shaping strong brands in the iGaming world, Sonya found her next challenge at Peter & Sons. In this conversation, she shares her thoughts on creative storytelling, guerrilla marketing, and the artistry behind the studio’s unique approach to games and branding.

Finding the Right Place, the Right Time, and the Right People

Joshua: You’ve built an impressive career in iGaming, helping shape strong brands at Endorphina and GameBeat, but now you’ve chosen to join Peter & Sons—a studio known for its rebellious, art-driven approach. What made you feel this was the right place and the right time to take your next step?

Sonya: Exactly because of that: Peter & Sons is an outstanding product that deserves an outstanding brand around it. For me, Peter & Sons is in the top three studios in iGaming — and honestly, only NoLimit and Hacksaw come close. The rest aren’t even playing the same game when it comes to art direction, music, balance, and mechanics.

When I played my first Peter & Sons slot a couple of years ago, I remember thinking: “One day, I want to work here.” And in June 2025, that day arrived. It felt like the right place, the right people, and the right moment to build something truly special.

Turning Storytelling into an Invitation to Play

Joshua: Peter & Sons’ slots, like Dig It, are like playable graphic novels bursting with personality. How do you craft marketing campaigns that capture their storytelling magic and make players feel they’re part of the adventure?

Sonya: You nailed it — the keyword is storytelling. Every Peter & Sons game is a world of its own, with characters, moods, and little details that tell a story.

We build campaigns from everything: the difference between backgrounds, a small detail an artist shares in the team chat, or a single symbol that’s beautifully drawn. We turn those elements into emotion.

Our goal is not to “sell” a game but to invite players into an experience — to make them feel part of that universe.

Guerrilla Genius: Tattoos, Booths, and Viral Buzz

Joshua: Your guerrilla marketing moves, like Tinder campaigns, are pure creative genius. What’s the boldest, most unexpected stunt you’ve pulled to put Peter & Sons’ slots in the spotlight, and what was the payoff?

Sonya: First — thank you for the kind words!

So far, we haven’t done many marketing joint stunts yet; we’re still building the brand base. But one example I love is our SBC Summit booth. The concept was to merge the Peter & Sons brand identity — bold, bright, rebellious — with the spirit of our hit Barbarossa, especially since the third part of this game is coming this December: Barbarossa: Dragon Empire.

As entertainment, we offered real tattoos inspired by our game characters. The booth went viral — everyone talked about it. We got tons of media mentions, about 3,000 visitors, more than 110 people applied for a tattoo, and 38 industry professionals were inked live at Peter & Sons’ stand.

I’m sure we’ll see other stands with tattoos at the next expos, but they won’t have the same success.

The Power of Small Teams with Big Dreams

Joshua: From just six founders in 2019 to a rising star in iGaming, how has Peter & Sons’ small-team spirit fueled your low-budget, high-impact marketing wizardry?

Sonya: Our founders are very careful when building the team — they choose people by spirit, not just by skills. They see Peter & Sons as a family business, something deeply personal and important.

We have dreamers and we have doers. Some create, some keep others grounded with deadlines and task trackers. But we all share the same DNA — kindness, creativity, and genuine love for what we do.

That energy makes the difference. I’m genuinely proud to be part of this team.

Breaking the Mold: Winning Over Skeptics

Joshua: The iGaming industry loves its traditions, but Peter & Sons breaks the mold. How do you pitch this avant-garde approach to skeptical regulators or conservative operators?

Sonya: Numbers speak louder than any pitch. 😉

Wherever we go, we find our audience, because Peter & Sons offers something players simply haven’t experienced before. Some fall in love with the smart Easter eggs, others with the art, and some just play to win.

It’s every marketer’s dream: when the product is so good, you can simply say, “Just play once, and you’ll get it.”

Listening, Learning, and Turning Feedback into Gold

Joshua: What’s one player feedback moment that reshaped a Peter & Sons slot’s creative direction, and how did your marketing spin it into a win?

Sonya: There is one story I’d love to tell here, but it’s part of a marketing campaign that’s still under wraps.

Let’s just say: stay tuned for November, and I’ll happily share the full story when it goes live.

Beyond the Screen: AR, Bots, and New Frontiers

Joshua: Your use of Telegram bots and AR filters to tease new releases is next-level. How do you dream up these unconventional tools to cut through the digital noise and hype Peter & Sons’ latest games?

Sonya: We’re exploring a few new directions. Something in AR, perhaps — to showcase the visual richness of our worlds in a more immersive way.

We might also take our games to platforms where no iGaming provider has ever gone before.

Art History Meets Slot Innovation

Joshua: Your art history background must vibe with Peter & Sons’ painterly slot visuals. How do you collaborate with designers to ensure games like Mutagenes balance bold sci-fi aesthetics with player-friendly mechanics?

Sonya: Yes — for me, it’s deeply personal to work with a product that’s this beautiful. I have enormous respect for our artists. Sometimes I catch myself just staring at their work, completely in awe.

But the real magic comes from the mix of professionalism and trust — founders who built a healthy creative culture, who care about both quality of work and the people behind it.

So here’s a little shout-out to the best team — every artist, dev, AM, and sales professional — who makes this universe real.

The Future of Slot Storytelling

Joshua: Looking ahead, how might Peter & Sons elevate slot storytelling with cinematic or gamified elements, and what marketing wizardry will you unleash to make those slot games unforgettable in the iGaming world?

Sonya: I’ll keep watching the magic Peter & Sons creates — and use my own kind of magic to open that door for the world.

Our goal is to let people feel the stories behind the reels, and I want to make sure that door stays wide open — not just for iGaming, but beyond it.