Relax Gaming: Eye-opening experiences in the US
Amnon Liebermann, Regional Business Manager for North America at Relax Gaming, speaks with Gaming America about changes in the market and how US-based brand RLX Gaming is navigating them.
Since launching RLX in the US, what has been your biggest learning experience?
Breaking into the US iGaming market was a huge milestone for RLX Gaming. It’s been an eye-opening experience so far for all involved.
Despite being a well-established European brand, we quickly came to understand that it is a whole different ballgame compared to Europe. The US market is still heavily influenced by its land-based legacy, meaning player preferences vary significantly. What works in one region doesn’t necessarily translate across the board.
One of the biggest takeaways for me has been how much weight brand recognition and branded content holds, especially in comparison to other markets. Players expect robust loyalty systems, strong engagement incentives and familiarity. Understanding these nuances has been key to adapting our offering and standing out in an increasingly competitive space.
With more states legalizing iGaming, are there any RLX has its eye on and why?
The US is a complex, highly fragmented regulatory environment, so expansion has to be strategic. Right now, we’re live in New Jersey and Pennsylvania, with plans to enter at least two more states in 2025. Each market presents unique challenges, from compliance hurdles to differing player behaviors, so our approach is about sustainable growth rather than rushing in for the sake of it.
What impact do you think sweepstakes may have on the regulated iGaming market in the US?
The sweepstakes industry is a hot topic. Of course, it is facing mounting scrutiny as more and more state regulators are assimilating this to online casino activity. Civil legal actions are multiplying as well as injunctions from different regulatory bodies. It will be interesting to see how things develop further on that segment in the context of regular online casino regulation being stalled across many states trying to introduce a legislation. It certainly is a polarizing issue for stakeholders, but that will play an important role in defining the US online gambling landscape in the coming years.
How do you think the US market will change over the coming year?
The US iGaming market is evolving at breakneck speed – what took Europe over a decade to refine is happening here in just a few years. We’re already seeing a shift from land-based-inspired, low-volatility slots to more complex, high-volatility mechanics, like those found in our Money Train series – or as it’s known in the US, Great Western. But the market isn’t monolithic – different demographics engage with content in different ways.
As competition intensifies, operators will need to lean further into personalised promotions, gamification and engagement tools to keep players entertained. Mobile-first design is already non-negotiable and, with iGaming adoption accelerating, the next 12 months will be all about refining the player experience and driving deeper engagement.
Tags/Keywords
Players trust our reporting due to our commitment to unbiased and professional evaluations of the iGaming sector. We track hundreds of platforms and industry updates daily to ensure our news feed and leaderboards reflect the most recent market shifts. With nearly two decades of experience within iGaming, our team provides a wealth of expert knowledge. This long-standing expertise enables us to deliver thorough, reliable news and guidance to our readers.
Latest News
