Exclusive Q&A w/ Richard Sheldon, Founder & CEO of Storm Games

From land-based roots to leading innovation in online slots, Richard Sheldon has steered Storm Games into the digital era with a clear vision and a passion for standout content. In this Q&A, he shares the studio’s journey, market insights, and what sets Storm apart in today’s competitive iGaming landscape.

Why did you decide to launch a slot studio?

Back in 2007, I founded Storm Games as a slot studio focused on creating content for land-based slot machines. It wasn’t until 2017 that we entered the iGaming space through a partnership with Sky Vegas. That collaboration led to the launch of several titles, including the hit game Captain Cashfall.

My journey into gaming began by chance, through a meeting with my then brother-in-law who worked at Maygay Machines in Wolverhampton. He introduced me to Bellfruit Games, and I quickly became captivated by the idea of developing games for a living—much more appealing than a lifetime in fintech!

What market gap did you identify?

Our strong background in the land-based sector gave us a deep understanding of core players, particularly in the UK and, more recently, in the USA through our parent company, Primero Games LLC. By 2017, we saw a clear opportunity to bring feature-rich retail slot experiences into the online iGaming world. Since then, we’ve launched a number of successful titles—some of which are still going strong eight years later.

At the time, the online slot market was dominated by basic five-reel games with single features. We quickly shifted the narrative by creating multi-featured, brand-driven content that resonated with players and delivered a more dynamic experience.

Which part of your past experience has been most valuable in running your studio?

Understanding game mechanics, player psychology, and our target audience has been key. With expert teams in both the UK and US, we’ve built a global perspective that spans land-based and online gaming. This comprehensive knowledge allows us to consistently produce standout content in every market we operate in.

How did you come up with your business name and identity? What sets you apart?

The name “Storm Games” evolved from a media company I ran in the early 2000s. A chance reconnection with Bellfruit Games brought us back into the gaming industry, where we had roots dating back to the 1990s video game era.

What truly differentiates us today is the depth of experience across our team. Many of our staff have long-standing careers within the industry, often from operator backgrounds, giving us unrivalled in-house knowledge across gaming verticals.

What aspect of development do you focus on for differentiation?

We focus heavily on innovation—particularly new mechanics and multiplayer experiences. From unique gameplay systems to advanced jackpot integrations, we’re always pushing the envelope. Simply being a “me-too” company holds no appeal; we strive to stay ahead of the curve. Expect to see groundbreaking content from us by Q4—ideas so new, we anticipate others will rush to imitate them. That’s why we’re always working on tomorrow’s innovations today.

We are also have developed our own RGS from scratch. This has been security and stress tested externally and I believe, is the most RGS offering in the market as it allows back end, front end development of content and complete reporting , promotions, progressive jackpots in one simple packaged offering, Titanium RGS.

What’s been more challenging than expected in running a studio?

Honestly, very little. We love what we do, and we’re fortunate to work with a passionate, talented team. As long as you have a clear vision, know your market and competition, and truly value your people, running a studio isn’t difficult—it’s inspiring and above all, fun!

What’s been easier than expected?

Finding dedicated and passionate team members who genuinely want to contribute to our mission. We’ve been lucky to attract individuals who share our vision and are committed to growing Storm Games within the industry.

Although a lot of our staff have come from within the industry, we also take pride in taking graduates fresh from university into the sector and many of our staff here today have taken that path and continue to grow in our business just like Storm continues to grow.

Would you do it all again?

Never say never. There are certainly things I’d do differently, but I don’t feel the need to start over. I’m still on the journey with Storm Games. I have a clear vision of where that journey ends—and once we get there, I’ll be off sailing into the sunset to enjoy life in perpetual sunshine. 😊