In a significant move for digital gaming innovation, Relax Gaming has announced its entrance into the United States market after successfully receiving a vendor transactional waiver to operate in New Jersey. The company, which will be known stateside as RLX Gaming, is collaborating with industry giant BetMGM for this inaugural launch.
The partnership represents a milestone for RLX Gaming, making its comprehensive and diverse array of slot games available to American players for the very first time. High-profile titles such as “The Great Pigsby” and “Epic Joker” are set to become part of BetMGM’s offerings in New Jersey, providing new gaming experiences for their customer base.
This strategic move into New Jersey is a continuation of Relax Gaming’s growth across North America, following the triumphant rollout of its services in Ontario, Canada last year. The company perceives the New Jersey market entry as a critical next step in its ongoing North American expansion efforts.
Simon Hammon, who serves as the CEO of both Relax Gaming and RLX Gaming, expressed the company’s enthusiasm for the venture: “Launching in New Jersey is a landmark moment for our company. We have enjoyed many successful launches across a number of key regulated markets in the past few years. This one is no doubt one of the biggest to date. BetMGM’s ethos perfectly aligns with our vision and we expect our partnership to truly flourish.”
On BetMGM’s side, Oliver Bartlett, vice-president of gaming product & content at the company, warmly welcomed the partnership, citing the appeal of Relax Gaming’s diverse and engaging portfolio, and proudly acknowledged that BetMGM has the honor of being the first operator in the US to showcase their games.
Relax Gaming’s foray into the US market is bolstered by their celebrated accomplishments, namely a very successful 2023 that saw multiple industry accolades come their way. In a celebration of innovation and player engagement, the studio commemorated the first anniversary of its Dream Drop Jackpots in May 2023. Since their inception in the previous year, these jackpots have created 11 millionaires, attesting to the brand’s substantial impact on the igaming industry.
The Money Train slot series, a signature offering from Relax Gaming, has also achieved significant acclaim. This series, which remains an iconic set within recent gaming history, introduced its fourth edition – Money Train 4 – in September 2023, further solidifying its standing within the gaming community.
Notably, alongside this expansion into the US, Relax Gaming was one of the first movers when Ontario regulated its online market in 2022. Simon Hammon, in an interview with industry news outlet iGB last year, shared his positive outlook about the company’s prospects in North America. He plans to employ a similar challenger philosophy that has driven Relax Gaming’s growth in Europe.
Hammon highlighted the company’s fresh start in the new market: “We’re going in for sure, we’re moving. No one knows Relax there. No one knows what Money Train and Temple Tumble are. It’s a position that we are very comfortable with. We’ve been a challenger even in Europe and now it’s about taking that mindset and lessons learned and attacking a new market and explaining why we’re better.”
As Relax Gaming makes its North American ambitions known through this partnership, industry insiders and gamers alike are poised to witness the exciting developments that RLX Gaming’s strategic initiatives will bring to the US market. With their rich portfolio and innovative spirit, the gaming landscape in New Jersey is set for a dynamic transformation.
