Relax Gaming Launches in New Jersey via BetMGM Deal

By Jane Shaw Senior Editor Updated: 01/03/2024

Jane Shaw Senior Editor See Full Bio

We count on Jane to inform our readers about the latest slot games in the US market. With her passion for video games and a degree in engineering, she’s our gambling tech expert. Jane’s also active in our blog section, where she tackles the curiosities and changes in the industry.

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Relax Gaming Launches in New Jersey

Online casino games supplier Relax Gaming, which already has a presence in countries such as the United Kingdom, Denmark, and Sweden, has expanded into the United States through a new partnership with BetMGM in New Jersey.

Speaking about the deal, BetMGM Vice President of Gaming Product & Content, Oliver Bartlett, said the company is “honored” to be the first operator in the United States to offer Relax Gaming’s “diverse and engaging portfolio of games” to players.

Relax Gaming Secures Key Regulatory Approval

Relax Gaming has secured a ‘vendor transactional waiver’ from the New Jersey Division of Gaming Enforcement. This approval allows the company’s RLX Gaming brand to distribute online casino content to licensed operators in the state such as BetMGM.

Simon Hammon, CEO of Relax Gaming, described the New Jersey launch as a “landmark moment” for the company. He stated:

We have enjoyed many successful launches across a number of key regulated markets in the past few years, and this is one of the biggest to date. BetMGM’s ethos perfectly aligns with our vision, and we expect our partnership to truly flourish.

The deal marks Relax Gaming’s debut in the growing US online gambling market. New Jersey represents the second largest online casino jurisdiction in the country, with over $135 million in monthly gaming revenue, so it’s unsurprising many leading game developers and online gambling companies are looking to enter the market.

BetMGM Gains Fresh Content and Players Get New Titles

According to BetMGM VP Oliver Bartlett, the partnership gives the operator’s online casino fresh iGaming content. He noted that they’re the first online gambling operator in the US to bring Relax Gaming’s portfolio to an online casino – and this is a big deal for both operators and players.

Relax boasts a games portfolio of over 4,000 titles, with most of these titles produced by other game developers and launched on their aggregation platform, Silver Bullet. Relax Gaming has stated that its most popular games will be available in the US immediately, with more games expected to be rolled out over the course of the next year.

Relax Gaming won multiple industry awards in 2023, including Product Launch of the Year at the Global Gaming Awards for its Dream Drop Jackpots game and the Slot of the Year award at the CasinoBeats Game Developer Awards for Money Train 3.

The deal enables BetMGM players in New Jersey to access these award-winning slot and table games – and this is a big deal, as it means players will be able to enjoy games from game developers other than the limited number of developers currently offering their games to the US market.

The successful expansion of Relax Gaming into the US market shows that regulated American markets are a pivotal part of the company’s growth strategy moving forward. More deals between providers and casinos seem likely as new software companies look to enter the US market, which is now one of the most attractive in the world and should only grow as more states begin to legalize online casino gaming.