Relax Gaming Acquires ReelPlay’s Infinity Reels Mechanics

iGaming aggregator and supplier of online gambling content, Relax Gaming, has signed an intellectual property deal with ReelPlay regarding the implementation of Infinity Reels trade dress and mechanic.

This system will be applied across a range of its proprietary content and made available to third-party solutions.

About the Deal

Infinity Reels is a concept which enhances online slots experience by providing each spin with the chance to add an additional reel and respin with a progressive multiplier.

This process of adding new reels repeats itself and provides a maximum winning potential for the players.

Relax has attained the rights to the trademark and license 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 games.

The two entities first teamed up in 2019, when Australia-based developer integrated proprietary titles to the Relax Gaming platform. The distribution agreement was extended this year to include 3rd party content from ReelPlay’s latest slot release, Giza Infinity Reels. It was first launched with Relax in April.

The Statements

Chief Product Officer of Relax Gaming, Simon Hammon, has said on the occasion:

“ReelPlay’s widely successful release of El Dorado Infinity Reels™ marked the introduction of a truly unique and original mechanic that we believe will be a big disruptor in the industry.

The IP deal reflects our commitment to enhancing value and ion for innovation. We look forward to delivering even more Infinity Reels™ games through our in-house and partner studios that will push the boundaries even further.”

Chief Commercial Officer at ReelPlay, David Johnson, has added that the company has only scratched the surface of what is possible with Infinity Reels and said:

“ReelPlay expect this latest deal to unlock a world of new potential for all involved. Relax offer the perfect base to provide for competitive collaboration and we are excited to see how Relax and their partner studios incorporate the Infinity Reels™ IP into a wide variety of slot games.”

Relax’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 lands branding deal for ReelPlay’s Infinity Reels™”, relax-gaming.com, April 29, 2020.