September 27, 2022 iGaming

Reaching the Apex


Simon Hammon discusses Relax Gaming's plans for the American market and how to stay ahead of the curve.

What is Relax Gaming’s place in the industry?

Relax is a multi-product provider of bingo, poker, casino and aggregation, so our position in the industry is quite broad. In recent years, it’s probably our casino offering and expansion that has courted the most interest among players and operators alike. 

Relax as a provider of content is fast becoming a ‘must have’ in every good operator’s portfolio. With over 70 studios on our roster coming from a broad variety of household names to young and upcoming studios, there’s a huge amount of choice for our operators. 

As well as that, Relax’s own content production is becoming well-known for industry-leading content. Launching some of the biggest titles in recent years, the company is now synonymous with top-quality productions and innovative mechanics.

Our place in the industry is as a fast-growing, multi-content provider that is arguably the best on the market. 

How have your products evolved over the last year?

Relax’s productions have seen a dramatic evolution over a very short period as our games have become well-known for their top-class quality. This is saying something as there’s so much content on the market so standing out is key, but far from straightforward. 

Every quarter, we look to see how we can improve and create even stronger productions, and this drive to build upon what has come before is very much a part of Relax’s DNA. We’re advocates of the philosophy that the moment you stop trying to be better is the moment you stop being great. Our upcoming launches of Money Train 3 and Dead Rider’s Trail will be clear testaments to that – we’re not a company that rests on its laurels. 

Of course, there are many facets to business evolution and, during this same time, Relax has made two new UI updates, entered new regulated markets and launched our Dream Drop Jackpot product. Not only has this addition to our offering been massively successful, but it also leverages our Relax Apex technology, which is unique in the marketplace. 

How does your company stay ahead of the competition?

Staying ahead of the competition is something we constantly strive for. However, our process here is very simple: we stay true to our core belief that quality and competitive pricing underpinned by first-in-class technology is an unbeatable recipe for success. 

As well as maintaining a culture of outdoing ourselves at every turn to maintain the high regard of our operating partners, we also work to instill a sense of being humble about our growth and achievements.  

These principles have served us well thus far, so it makes sense for us to continue living up to the standards we have set for ourselves. 

What does Relax Gaming get out of a major tradeshow such as G2E?

As we recently entered the North American iGaming market via Ontario, and because the US market is growing stronger and more regulated by the day, it’s no secret that Relax has its eye on the US. G2E is effectively a central meeting place for everyone, including keen European studios like ourselves, who are excited to discuss the potential of this ever-growing market.  

It’s a fantastic show for us to see not only existing partners but also meet up with prospective clients in the US market. So, our primary goal will be to establish valuable connections with our existing and future partners. 

What’s in store for the upcoming year?

This year has been nothing short of phenomenal so far, and we now expect 2023 to be even bigger and better. It’s fair to say that this will take some doing as this year has already seen the release of our Dream Drop Jackpots as well as our entry into new markets like Italy, Spain and Ontario. We are sure that what we have in the pipeline is more than up to the task. 

We have developments in all areas of the business but, most notably, we are actively working to expand our growing regulated market footprint. That includes regulated US states while simultaneously bringing new and exciting content to market. 

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