May 11th

Relax Gaming lands branding deal for ReelPlay’s Infinity Reels™

Relax Gaming, iGaming aggregator and supplier of unique content, has signed an intellectual property deal with ReelPlay for the application of the Infinity Reels™ trade dress and mechanic across a range of its proprietary content as well as making the licence available to its third-party studios.

First spearheaded by ReelPlay’s blockbuster slot El Dorado, Infinity Reels™ is a unique concept in online slots where each spin provides the chance to add an additional reel and respin with a progressive multiplier. The process of adding reels repeats itself, providing maximised winning potential for players.

Following the feature’s instant success, Relax has attained the rights to the trademark and licence on behalf of all its partners, allowing the supplier’s in-house developers, Silver Bullet studios, and Powered By partners the option of incorporating the innovative mechanic into upcoming games.

The two companies first joined forces in 2019, with the integration of the Australia-based developers’ proprietary titles to the Relax Gaming platform. The distribution agreement was extended earlier this year to include third-party content from ReelPlay’s selected studio partners such as Boomerang Games and Gameslab. While ReelPlay’s latest slot release, Giza Infinity Reels™, launched first amongst aggregators with Relax in April and has ranked highly on operator sites since launch.

Relax Gaming’s rapidly expanding portfolio now offers partners over 1000 casino games, including aggregated content from its Silver Bullet and Powered By partners as well as leading titles from the supplier’s proprietary collection. 

Source: Relax Gaming


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