Founded in 2010, Relax Gaming has rapidly emerged as a force of innovation in the iGaming industry. Established by visionaries Patrik Österåker and Jani Tekoniemi, the company was born with a singular ambition: to become a leading technical provider of premium gaming solutions while simplifying global content delivery. From humble beginnings to becoming a game-changer in aggregation and content development, Relax Gaming has consistently demonstrated a commitment to pushing boundaries, transforming standards, and enabling partners to thrive.
A Foundation Built on Innovation
From the outset, Relax Gaming focused on developing a platform that would streamline the often complex processes of content integration. This goal laid the groundwork for the creation of Relax Apex®, a next-generation aggregation overlay that has revolutionized content delivery within the industry. With its modular design and seamless integration capabilities, Relax Apex has empowered studios and operators to reduce time to market and increase operational efficiency.
The company’s robust technological foundation made way for another pivotal moment in 2018 when Relax began developing proprietary content. This decision marked a critical evolution in its business model, allowing it to have greater creative control and deliver iconic titles such as the Money Train series and the Tumble franchise games that have become staples in casinos worldwide. These internally developed games helped define the company’s reputation for quality, entertainment value, and innovation.
Expanding Operations Across Europe
Relax Gaming’s expansion strategy has always been rooted in talent acquisition and strategic geographical growth. The journey began with the opening of the Tallinn office, which became a hub for product development and engineering talent. The company’s presence expanded to other European tech and gaming centers, including Malmö, Malta, Belgrade, Stockholm, and Novi Sad.
- Tallinn played a pivotal role in strengthening Relax’s technical capabilities.
- Malmö and Stockholm became the creative engines, supporting game design and innovation.
- Malta, a key strategic location for the gaming industry, was established as a central hub for commercial, marketing, and product operations.
- Belgrade and Novi Sad contributed to the growth of Relax’s proprietary casino products by providing new teams focused on design, development, and innovation.
This expansion enabled Relax Gaming to recruit diverse talent pools and maintain a competitive edge in creativity, performance, and delivery.
Product Innovation and Market Leadership
Over the years, Relax Gaming has introduced a comprehensive suite of products across several verticals:
- Poker: The company’s flagship Poker product was one of its earliest success stories, offering a modern and engaging format that found immediate traction in regulated markets. With the launch of Hexapro, an innovative spin on poker tournaments, Relax further cemented its position as a leader in the vertical. In 2020, Poker entered the French market, receiving acclaim for its user-friendly experience and high engagement.
- Casino: Relax launched its Casino Platform, providing a robust and scalable solution for game studios and operators. The platform enabled rapid market penetration, emphasizing flexibility and reliability. This offering was enhanced by the launch of its own studio-developed slots and casino content, which became some of the most played titles across global operators.
- Bingo: In keeping with its mission to redefine legacy products, Relax introduced its own Bingo platform. Built to deliver a contemporary and engaging user experience, the product elevated traditional bingo into a more dynamic and interactive format.
- Progressive Jackpots: In a bold move to innovate the jackpot space, Relax launched Dream Drop Jackpots, a five-tiered progressive jackpot system offering the industry’s largest must-hit jackpot to date. This product quickly made headlines and raised the bar for competitive jackpot offerings.
- Promotional Tools: With Relax Rush, Relax Gaming introduced a suite of promotional tools designed to empower both network operators and individual brands. The tools allow flexible campaign creation, real-time engagement, and improved retention through customizable promotions.
Partnership Programs and Ecosystem Growth
Relax Gaming’s success is rooted not only in its own content but in the strength of its partnerships. The company’s aggregation business was significantly enhanced through two flagship partner programs:
- Powered By Relax: This program was designed to support established studios in distributing their content across Relax’s network. With over 25 partners onboarded, the program has become a cornerstone of Relax’s aggregation strategy.
- Silver Bullet: Aimed at up-and-coming studios, Silver Bullet offers a collaborative path to market, providing creative developers access to tools, support, and Relax’s vast operator network. The initiative has brought to life numerous successful titles and celebrated its first anniversary with 18 games launched through nine innovative partners.
Relax’s first network casino game marked another turning point, leveraging its aggregation platform to distribute proprietary and partner content across a growing global footprint.
Brand Collaborations and Milestones
Among its milestones, Relax Gaming ventured into branded game development with its first licensed title featuring iconic personalities Michael and Bruce Buffer. This collaboration signaled the company’s entry into branded entertainment, opening new avenues for engagement and recognition.
In line with its growth trajectory, Relax Gaming reached a critical internal milestone by surpassing 100 employees. This growth reflected not only scale but also an increasingly diversified set of capabilities across product management, engineering, design, and commercial operations.
Strategic Licensing and Global Reach
Relax Gaming’s regulatory footprint is expansive, covering numerous European jurisdictions, including Malta, Gibraltar, and France. The company marked a major milestone by entering the U.S. market through a transactional waiver in New Jersey and a high profile partnership with BetMGM. This entry opened doors to one of the world’s most lucrative iGaming markets, underscoring Relax’s ambition to become a truly global content and platform provider.
Empowering Partners Through Tools and Portals
With the recent launch of Relax Vantage, a comprehensive business portal, the company has made significant strides in improving operator and supplier experiences. This intuitive platform simplifies onboarding, streamlines integration, and provides real-time access to performance analytics, game management, and legal documentation. It is a reflection of Relax’s commitment to transparency, control, and operational excellence.
Looking Ahead
Relax Gaming’s journey is one defined by relentless innovation, strategic foresight, and a deep understanding of market demands. With a diverse portfolio spanning slots, poker, bingo, jackpots, and advanced aggregation technology, the company continues to elevate its partners and challenge the status quo of the iGaming industry.
With integrity as a guiding principle and innovation woven into its DNA, Relax Gaming is not just building games or platforms it’s shaping the future of online entertainment. The company remains committed to creating value for its partners, delighting players around the world, and setting new benchmarks for excellence in iGaming.