The iGaming industry has been developing rapidly throughout the last decade, with dozens of new studios entering the scene to impress players and operators with their unique ideas that will break through the white noise of repeatability. 2025 in particular has seen an incredible influx of ambitious providers stepping out of the shadows with bold claims about their plans and promises of delivering unique games boasting original themes combined with gripping features. Some of them have already started delivering on those pledges, like Shady Lady, Sneaky Slots, or Exco Game Studio, while others are only starting to announce their presence, creating buzz around the news.
Today, we're taking a closer look at Big Daddy Gaming, an outfit founded by three iGaming veterans, coming from such renowned companies as Evolution Gaming, Relax Gaming, and Kindred Group. In the spirit of shedding some more light on this venture, we asked Simon Hammon, the ex-CEO of Relax Gaming, to answer a few questions for AboutSlots.
1. Hi Simon! Thanks for taking the time to join us. We're super excited to get some more details on Big Daddy Gaming, but before we talk about the studio itself, let's briefly remind our readers of your accomplishments in iGaming so far. How have you ended up in this industry, and where has this journey taken you?
SH: Thanks so much for the opportunity! It’s always a pleasure to talk with people who share a passion for gaming products and, of course, the games themselves. I’ve been involved in the gaming industry for 20 years, starting with developing affiliations, creating bingo products, and making my own slots.
Those early years provided me with an important, self-taught education that helped me take on the challenge at NetEnt, where I became CPO responsible for all things product until the end of 2017. There are many achievements I’m proud of at NetEnt, including managing all the branded deals, launching some of the beloved NetEnt classics, driving mobile-first development, and pioneering regulated market entries before it became widespread.
After NetEnt, I took up the challenge to make Relax Gaming into a well-known casino brand and aggregator, ultimately serving as CEO until 2024. It’s been one incredible ride, but ultimately I love the business and, in particular, game development. Being involved in the creative process from the initial idea is hugely rewarding even after 100’s of slot launches.
2. Why have you decided to part ways with Relax and co-found a brand new studio?
SH: With NetEnt and Relax, there comes a point when you personally feel you have given everything you can at that stage of the company’s journey. I thoroughly enjoyed my time at both companies and left it all on the table. I’m very proud of the achievements made during those periods. Ultimately, it comes down to personal passion and the desire for new challenges.
Having observed so many studios in the market, I still believe there are gaps in approach. There is a real need to shake things up, which is the founding reason behind Big Daddy Gaming. The market is highly competitive, but at the same time, it’s crying out for fresh thinking. This isn’t limited to just game development, but also in how you work as a business and add value as a partner to a customer.
3. What is your proudest moment of your time with Relax? Is it the Dream Drop jackpot feature, perhaps?
SH: I have a lot of fond memories and proud moments from the team I worked with. At a high level, I would say it was taking Relax from a relatively unknown supplier and transforming it into a respected name in the industry. This required an immense effort behind the scenes.
On a games front, the first in-house production of Temple Tumble was a massive milestone, as was the development of the Money Train series and its strong brand identity. Dream Drop, of course, stands out as another proud moment.
4. Let's leave the past in the past and look into the future, which is Big Daddy Gaming. A pretty peculiar name, don't you think? Where did it come from?
SH: We knew we wanted a name that would stand out to both operators and players. There are far too many boring companies out there with “superior” “better” or “extra fantastic” taglines. However, they still peddle the same old formula. I believe players and customers are somewhat bored of this and are craving a fresh approach.
The name suggestion actually came from one of our team members, and we loved it. For us, the name is not about us as individuals or as a company. While we have both experience and passion, it is ultimately a name that represents the players and the customers. They are the Big Daddy!
5. What about the team line-up? Were the three of you always involved in the idea of establishing a new studio, or were there personnel changes somewhere in the meantime?
SH: Daniel and I especially took the time to sit down and reflect on our journey in the business, carefully analyzing what the industry might truly need. We were fortunate early on to bring Erland into the project, and he shares our passion and vision for what we want to achieve. Of course, we have many other talented individuals connected to Big Daddy Gaming, all bringing fantastic experience. The team is absolutely key for us at Big Daddy Gaming.
6. How long was the idea brewing in your heads, and how long ago did things actually start to take shape?
SH: Nothing happens overnight, and it’s been brewing for quite a while. Like any strong foundation, it takes time to prepare. The same goes for the launch of our first games. Naturally, we needed to start by building a solid core with our game DNA becoming increasingly apparent by games five, six, and beyond.
Our aim is to enter the market strongly, but most importantly, to quickly build a brand that players truly enjoy. That kind of success doesn’t happen with just the first game or two; it’s about earning long-term player trust.
7. Your bio on LinkedIn states that 'content is common, but true quality is rare'. Could you elaborate on that phrase? How are your games going to prove that?
SH: I remember the days when players and operators used to get genuinely excited about a game launch from a supplier - it was a much-anticipated event. Today, there are a plethora of games out there, and honestly, many feel like rinse and repeat with little differentiation.
Anyone who has worked with or knows me understands that I believe in constantly leveling up and showing the market that we don’t settle for "good enough." Naturally, you have to start somewhere, but we feel that by Games five and/or six, we begin to showcase our true intent and have ambitious plans to ramp up significantly.
For me, if a player starts to enjoy Big Daddy games and feels confident about their experience, I know they will look forward to our future productions.
8. What distribution channel is Big Daddy Gaming going to use? Are you partnering with any platform or going at it on your own?
SH: Shaking things up isn’t just content-driven. Our business approach is unique, and as a result, we will largely be going it alone. Of course, we want to reach as many customers as possible, but that won't always be possible.
9. Are there plans for some revolutionary meta features shared across all your games? Special feature buys, progressive jackpots with a twist, etc.?
SH: We are developing our games in core suites. The first set will feature a diverse range of betting options and boosters, while future games will include special additions unique to Big Daddy. I look forward to sharing more about these as they continue to develop.
10. How confident do you feel entering this competitive landscape when seeing some of the new studios like Shady Lady, Sneaky Slots, or Exco making some noticeable waves already?
SH: I am encouraged by what the new guys are trying to do - they all have their own uniqueness. Some are approaching it from a theme perspective, and others through graphics. A lot of the men and women behind these new studios are people I know and respect.
Big Daddy Gaming won't be aiming to shock players - rather we want, over time, to deliver games that players trust and for them to enjoy a familiar experience feathered in with our distinct DNA twists.
Our early games are about getting the basics right, and we are levelling up the experience with every production. Big Daddy Gaming is not just about the games themselves; it’s about a total business proposition to customers, which is truly unique.
11. Is there anything in particular you'd like to communicate with our readers to turn their attention to Big Daddy Gaming even more?
SH: Mostly, we have focused our games around a clear, light-hearted DNA where winning opportunities feel tangible. Our games will continue to grow in depth and opportunity, so stick with us. We aim to bring some really exciting releases in 2026. It takes time to shape a great studio, but we have the ambition and passion to make it happen. Let’s Go!
Thank you for the comprehensive and honest answers to our questions. We're eagerly awaiting Big Daddy's debut and genuinely hope it will impress the entire industry by showcasing the true value of the experience the team behind it possesses.
