A trio of B2B and B2C industry veterans have launched a new startup slots studio which aims to “bring creativity back to the sector”.

Big Daddy Gaming has been co-founded by ex-Relax Gaming CEO Simon Hammon, former Kindred Group chief product officer (CPO) Daniel Eskola and Evolution stalwart Erland Hellstrom.

Hellstrom, who spent more than seven years with the live casino giant, will serve as Big Daddy Gaming’s CEO.

The startup has received backing from Castech, and investment vehicle linked to Eskola.

Former Rootz head Toni Kolehmainen will support the venture as a board member.

Big Daddy Gaming said it had engaged with operators in its pre-launch phase and is preparing for market entry and debut in Q4.

The studio said its slogan, ‘Reel Fun and Real Value’, was a “direct response to a market oversaturated with content that lacks long-term engagement”.

Hammon left Relax Gaming in October last year, having served as CEO since July 2022. He had stepped up from CPO to take the role on.

Hammon also spent more than six years with NetEnt and has since launched Hammon Advisory.

Eskola worked with Hammon at Relax Gaming, having served as head of research and development during Hammon’s tenure as the supplier’s boss.

Speaking on the launch, Hellstrom said: “Our collective experience across game development tier-one operator relations ensures that every title we build is engineered for peak performance and designed with real operator challenges in mind.

“With Big Daddy Gaming, we are excited to deliver on the promise that our focus and experience translate directly into unmatched value creation for our partners.”

Hammon added: “Being at the heart of some of the industry’s greatest success stories has allowed us to launch Big Daddy Gaming with genuine humility and a clear purpose to be a reliable, highly profitable asset for our operator partners.

“We know the ingredients for lasting engagement, and we have the technical maturity to execute – creating content that is robust, reliable and genuinely fun.”

Eskola concluded: “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.”

The post Ex-Relax Gaming and Evolution heads launch “disruptive” slots studio first appeared on EGR Intel.