Have there been any new developments at Relax Gaming or RLX Gaming?
The North American, and US market at large, has been on our radar for quite some time and we are eager to make a significant impact across these shores considering the substantial potential. Following on from our debut in Ontario last year, we were confident in our ability to further expand across North America, and we are thrilled to have just entered New Jersey with BetMGM, our first launch in the US market.
We anticipate that this will lay the foundation for a concerted effort to seize the many opportunities the US market provides and expand our footprint. The US iGaming landscape is incredibly exciting and constantly evolving. We have a strong focus on the region and we are well prepared to tackle any challenges that may lie ahead and ultimately hit the ground running in the states we target next.
As the iGaming industry continues to grow, what innovations are you undertaking to try to make Relax Gaming/RLX Gaming stand out?
To start with, we wanted to showcase our varied portfolio and use each title to gauge what American players enjoy. Included among the initial batch of content are The Great Pigsby and Epic Joker slots. Table games will follow in the near future, which after extensive research, we understand are incredibly popular in the US.
In addition to the table games, we decided to focus on slots with varying levels of volatility, to gain insight into player behaviour and get a handle on their preferences. We also wanted to highlight content from our tumble series, as well as our all-time classic, Money Train 3. The game forms part of the Money Train franchise, which has enjoyed success in markets worldwide. The only difference will be that this release will be titled Great Western 3 across American shores.
What challenges have you faced with regards to evolving regulations and laws, especially in the European market?
The European market has differing rules and regulations from country to country, with regulators looking to find that perfect balance of making a vast array of content available to players while also keeping them safe. Getting to grips with the changes in each jurisdiction that has legalised online betting can be a minefield, as can preparing for brand new regulations that may well come into play for new areas hoping to legalise. These ensure our compliance and regulatory teams are kept on their toes, but there is nothing that has proved to be too difficult for them thus far. 2023 continued our acceleration in Europe as we were granted the new Swedish B2B permit, allowing us to operate in Sweden, and provide a wealth of safe and entertaining wagering opportunities.
What benefits have you seen from your promotional suite, Relax Rush®, since it was launched in September?
We saw great success with Relax Rush®, as our operator partners saw improved retention rates and engagement levels hugely increase. We’ve launched over one network campaign per quarter in the last 12 months, with cash drops and tournaments aplenty. In the last year, we have hosted 15 network tournaments and five network cash drop campaigns, creating more than 9,000 lucky winners landing a huge €1.5m ($1.6m) collectively, and thisis just the beginning.
For 2024, we plan on branching out our campaigns even further, allowing operators to create local network campaigns. This will help our operator partners reach their targets faster than ever. Relax Gaming is always looking for new ways to make the Relax Rush® promotional suite even more worthwhile while helping to raise standards in iGaming.
The European market has differing rules and regulations from country to country, with regulators looking to find that perfect balance of making a vast array of content available to players while also keeping them safe
Are there any new game launches you currently have planned that you can tell us about?
One of our most recent releases, Lure of Fortune, has been incredibly well received. This title offers something completely novel and unique, enabling players to choose their game mode and level of volatility, which can be tailored to individual player preferences. We have a roadmap for 2024 and we can’t wait to release what we believe will be an exceptional batch of new content. Watch this space!
