Pete Farrell is a highly respected game designer and developer, recognized for his extensive contributions to the gaming industry, particularly within the land-based and online sectors. Serving as Director of Game Design at Bell-Fruit Games, a part of NOVOMATIC UK, Farrell is known for his leadership in creating and optimizing successful gaming products for the UK and international markets. Over the years, he has built a reputation for innovation in slot and AWP design, driving product development strategies for Bell-Fruit Games’ portfolio.
• Key figure in the ongoing innovation and modernization of the Bell-Fruit Games portfolio, ensuring heritage brands remain relevant in a digital-first world.
• Instrumental in the adaptation of classic AWP machine concepts for online and omnichannel deployment, helping to bridge traditional and digital markets.
• Game Concept Innovation
• Multi-channel Game Design (land-based, online)
• Product Leadership
• Regulatory and Market Awareness
Nottingham, Nottinghamshire, East Midlands, England, United Kingdom
• Bell-Fruit Games, under the design leadership of Pete Farrell, announced new initiatives in digital game development and the expansion of their online content portfolio (Gambling Insider, 2022; NOVOMATIC UK press releases).
• Presenter and panelist at industry events such as ICE Totally Gaming, commenting on the evolution of game design. [ICE London, NOVOMATIC UK press releases]