The founders of the new studio revealed to iGX that Big Daddy is aiming to tackle head-on commercial models of slots supply chains that have previously stifled innovation.
Spearheaded by former Relax Gaming executives Simon Hammon, Erland Hellström (CEO), and Daniel Eskola, Big Daddy Gaming is seeking to be iGaming’s next disruptive slots and games studio.
The trio launch Big Daddy with a clear mission — to fix the current state of play in iGaming slots, a market they describe as oversaturated with statutory releases and basic engines lacking imagination or long-term engagement.
In the coming months, Big Daddy will roll out its first titles, injecting what the team calls “humour and edge, combined with a market-balancing commercial approach designed to offer a winning proposition to operators.” Having tested early releases with tier-one brands during its pre-launch phase, the studio is now preparing for a full commercial debut in Q4 2025.
The founders told iGX they are also developing new commercial models to shake up the supplier-operator relationship and build a more sustainable supply chain for content distribution.
Hammon, Eskola, and Hellström have led some of the industry’s most successful titles and commercial partnerships, combining creative innovation with a deep understanding of operator demands.
The trio previously led the growth of Relax Gaming, the games and technology studio backed by Kindred Plc, which evolved into the group’s core B2B technology arm in 2021.
Co-founder Simon Hammon, sees Big Daddy’s launch as a direct response to a market losing its spark.
“The slots market is now stagnant and over-saturated,” Hammon tells iGX. “The time when operators looked forward to new releases from major suppliers has passed. Today, a provider must give tangible results — top visuals, strong mechanics, a unique brand identity, and a reliable commercial partner. Content must now serve both the player’s enjoyment and the operator’s measurable needs.”
For Hammon, Big Daddy Gaming exists to bridge the gap between creativity and commercial value:
“Lower barriers to entry have led to diminished competitive standards. To truly differentiate and stand apart from mediocrity, you must inject genuine innovation and deliver more strategic value. That’s why our philosophy is Reel Fun. Real Value. It’s the only way to establish a clear brand identity.”
Big Daddy is backed by iGaming investment fund Castech and supported by board member Toni Kolehmainen. The group has outlined its ambitions to launch disruptive titles combining creative ambition, commercial realism.
Co-founder Daniel Eskola, former Chief Commercial Officer at Relax Gaming and product leader at Kindred, underlined the studio’s commitment to creating a trusted, performance-based partnership model.
“Big Daddy Gaming has been founded on the belief that a successful partnership starts with a humble approach and ends with measurable returns,” said Eskola. “As a studio, we’re committed to addressing the fundamental challenges facing operators today by providing consistent, high-quality, and high-performing content that secures long-term player loyalty.”
Looking ahead, Hammon adds that the studio’s goal for the next 6–12 months is to prove its philosophy in practice.
“We will enter the market with a clear and powerful message — that a fundamental change is needed in the supplier-operator relationship. We’re not just making noise; we’re creating a measurable, dependable alternative and establishing our position as the most trusted content partner in the sector.”
