Relax Gaming Pens Infinity Reels Lisense Deal with ReelPlay

Relax Gaming Pens Infinity Reels Lisense Deal with ReelPlay


Online casino content supplier and aggregator Relax Gaming today announced that it has penned an intellectual property deal with ReelPlay for the application and licensing of the Australian iGaming studio’s Infinity Reels trade dress and mechanic.

ReelPlay first introduced its Infinity Reels innovation in the fall of 2019 when the El Dorado Infinity Reels slot hit the market.

The new slots mechanic allows for each spin within a game to offer the chance to add an additional reel and re-spin with a progressive multiplier. The process of adding reels repeats, creating maximized win potential.

ReelPlay released its second Infinity Reels game – Giza Infinity Reels – just days ago and is gearing up preparations for the June 2020 launch of Odin Infinity Reels.

As part of their recent partnership, Relax Gaming has secured the rights to trademark and license the Infinity Reels mechanic on behalf of its wide network of partners. The deal allows the supplier’s in-house game development studios (part of its Silver Bullet program) as well as third-party provider partners (part of Relax Gaming’s Powered By program) to incorporate Infinity Reels into their future games.

Extending Existing Relationship

The recent intellectual property deal comes as an extension of a previously formed partnership between Relax Gaming and ReelPlay.

The two B2B gambling companies first joined forces in 2019 when the Sydney-based developer of online casino content integrated its proprietary titles onto Relax Gaming’s platform.

Earlier this year, the two companies extended their distribution agreement to cover third-party content from ReelPlay’s selected studio partners, including Gameslab and Boomerang Games.

It should also be noted that ReelPlay’s latest slot title, Giza Infinity Reels, was first launched exclusively on Relax Gaming’s aggregator earlier this month ahead of its industrywide release.

Management’s Comments

Commenting on their extended partnership with ReelPlay, Relax Gaming Chief Product Officer Simon Hammon said that the rollout of the Australian studio’s El Dorado Infinity Reels game “marked the introduction of a truly unique and original mechanic that we believe will be a big disruptor in the industry.”

Mr. Hammon went on to say that the recently penned intellectual property deal reflects their commitment to “enhancing value and passion for innovation and that they are looking forward to delivering even more Infinity Reels titles through both their in-house and partner studios “that will push the boundaries even further.”

ReelPlay Chief Commercial Officer David Johnson commended that they expect this latest deal to “unlock a world of new potential for all involved” and that they are excited to see how Relax Gaming and its partner studios will “incorporate the Infinity Reels IP into a wide variety of slot games.”

News about ReelPlay’s deal with Relax Gaming emerge just days after the Australian studio announced that it has sealed an intellectual property partnership with Swedish iGaming provider NetEnt that would help the two companies strengthen their rights associated with their respective Infinity Reels and InfiniReels franchises.

Source: Relax Gaming lands branding deal for ReelPlay’s Infinity Reels™

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