The evolution of RLX Gaming in 2025

What results has RLX Gaming witnessed in the US so far?  

We are very pleased with our progress in the US and it’s fair to say the headway we’ve made has been both rewarding and motivating for the entire company. That said, we are not going to rest on our laurels, our ambitions remain extremely high; we see plenty more opportunity ahead.  

The organic growth we’ve experienced has been particularly encouraging, when you see player data steadily increasing without the need for aggressive pushes to get things over the line, it gives us real confidence that we have the right team in place, that the product is resonating. 

This growth is a result of building strong relationships with our operator partners and ensuring our content is tailored to meet player preferences in the region. Every new market presents its own unique set of challenges and opportunities; our focus has been on learning quickly and adapting. While there’s still a long road ahead, the performance so far confirms that we’re on the right path to becoming a significant player in the US. 

How do you reflect on striking partnerships with operators such as BetMGM and DraftKings?  

To be able to work alongside brands of the caliber of BetMGM and DraftKings is not only a fantastic opportunity but also essential to building a strong presence in North America. These are household names with enormous reach, exceptional teams and a deep understanding of their player bases. Partnering with them allows us to integrate our games into platforms that already have the trust and loyalty of millions of players. 

This kind of collaboration accelerates our visibility in the market, enabling us to showcase our unique mechanics and high-quality content to a wider audience. It also fosters a healthy exchange of ideas and insights, which helps us refine our portfolio to better suit regional tastes. In short, working with such respected operators is a cornerstone of our strategy to cement RLX Gaming as a go-to content provider in the US. 

Which expected game releases is RLX Gaming most excited to bring to market?  

I have a lot of confidence in our upcoming roadmap. Over the past year, we’ve undergone a learning curve and made some strategic adjustments to reposition our productions and releases, ensuring they’re perfectly aligned with both operator needs and player expectations. Coming into Q4 and beyond, we have what I believe is one of our most attractive mixes of content to date. 

One title I’m particularly excited about is Bill & Coin 2: Mummy Mischief. This sequel builds on everything players loved about the original, while introducing new features and characters to elevate the gameplay experience. We’ve added bonus modes such as a Book-style expanding symbol round, Sticky Coins and a Super Bonus that combines all three bonus modes into one – plus returning fan favorites like the multiplier ladder. It’s bigger, bolder and has all the ingredients to become one of our standout releases for 2025. We’re confident it will make a real impact when it hits the market. 

Having reached one year since taking over as CEO, which moments have stood out to you most since the appointment?   

One of the real highlights for me was our 15-year anniversary celebration earlier this year. We rented out a resort in Mallorca in April and brought together all of our incredible “relaxers” from across the business. Seeing everyone in one place – sharing ideas, celebrating successes and reflecting on the journey so far – was a truly special moment. 

From a business perspective, I’ve been particularly proud of the innovations we’ve made in our European operations, including enhancements to our Dream Drop offering, which have strengthened engagement and player excitement. Looking ahead, my focus is on continuing to expand our market footprint, particularly in North America, where we see huge potential, as well as in other key global markets. The goal is clear – to grow our market share, deliver standout content and ensure Relax Gaming remains synonymous with innovation, quality and player-focused experiences worldwide. 

Kirk Geller

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