Infinity Reels available for licence across Relax supplier base

29th April 2020 (SYDNEY, AUSTRALIA)

Relax Gaming, igaming aggregator and supplier of unique content, has signed an intellectual property deal with ReelPlay for the application of the Infinity Reels™ trade dress and mechanic across a range of its proprietary content as well as making the licence available to its third-party studios.

First spearheaded by ReelPlay’s blockbuster slot El Dorado, Infinity Reels™ is a unique concept in online slots where each spin provides the chance to add an additional reel and respin with a progressive multiplier. The process of adding reels repeats itself, providing maximised winning potential for players.

Following the feature’s instant success, Relax has attained the rights to the trademark and licence 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 upcoming games.
The two companies first joined forces in 2019 with the integration of the Australia-based developers’ proprietary titles to the Relax Gaming platform and extended the distribution agreement this year to include third-party content from ReelPlay’s selected studio partners such as Boomerang Games & Gameslab. ReelPlay’s latest slot release Giza Infinty Reels™ launched first amongst aggregators to Relax in April and has top ranked on operator sites since launch.

Simon Hammon, CPO of Relax Gaming, said: “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 passion 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.”

David Johnson, CCO at ReelPlay said: “Proudly first to market with innovative and inspirational concepts, ReelPlay have only just scratched the surface of what is possible with Infinity Reels™. 
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.


27th April 2020 (SYDNEY, AUSTRALIA)

ReelPlay Pty Ltd and NetEnt Product Services Ltd have entered into an agreement which strengthens their rights associated with their respective marks Infinity Reels and InfiniReels.

ReelPlay and NetEnt are leading providers of premium gaming solutions to casino operations. ReelPlay’s El Dorado Infinity Reels launched in November 2019; the follow-up Giza Infinity Reels launched in April 2020. ReelPlay’s Odin Infinity Reels will launch in June 2020; NetEnt’s debut InfiniReels game, Gods Of Gold InfiniReels will launch on 14th May 2020.

Under the terms of the agreement both parties will work together to extend and protect their respective franchises of Infinity Reels and InfiniReels. 

“In light of both companies independently following similar ideas, it made sense for us to come together to reinforce our unique propositions in a highly competitive market. I would like to commend and thank ReelPlay for their innovative approach and for working together with us in these dynamic times” said Bryan Upton, Director Games at NetEnt.

David Johnson, Chief Commercial Officer at Reelplay said “We are happy to have agreed a collaboration with an established, global pioneer such as NetEnt.”


ReelPlay’s second Infinity Reels game releases to Relax operators after exclusive LeoVegas launch

17th April 2020 (SYDNEY, AUSTRALIA)

ReelPlay, an independent game studio, have released slot game Giza Infinity Reels to Relax operators after a successful exclusive launch at LeoVegas. 

Giza Infinity Reels is the follow up to El Dorado Infinity Reels which debuted ReelPlay’s unique Infinity Reels mechanic in November 2019. Devised at ReelPlay HQ where innovation is paramount, each Infinity Reels spin provides the chance to add an additional reel and respin with a progressive multiplier. El Dorado Infinity Reels ranked highly in Casino Grounds’ Slot of the Year 2019 players poll, where ReelPlay also came runner-up in the Game Provider of the Year category.

Giza Infinity Reels develops the concept further by offering a scaling multiplier in the free spins bonus game, as well as a second chance gamble feature at the conclusion of the bonus.

David Johnson, Chief Commercial Officer of ReelPlay commented: “We are incredibly proud of our unique Infinity Reels innovation and are delighted that the second in the series, Giza Infinity Reels, has launched with our partners at Relax. As ever, ReelPlay commit to push the boundaries of game development and deliver games of the highest possible quality supported by all manner of campaign and marketing opportunities in the truest sense of partnership”.


ReelPlay’s third-party content to go live under new deal

13th January 2020 (SYDNEY, AUSTRALIA)

Relax Gaming, the innovative content provider and aggregation platform, is to launch a premium collection of ReelPlay’s third-party studio partner content after the two businesses extended their distribution agreement.

Following the successful launch of ReelPlay’s proprietary portfolio in August, including first to market releases of Hypernova Megaways™ and El Dorado Infinity Reels™ , the Australian independent games studio will now also provide top-quality titles from its selected partners.

As part of the Powered By partnership agreement, all parties will gain access to Relax Gaming’s fast-growing distribution platform, which supports swift and efficient onboarding of a wide range of partnered content.

Simon Hammon, Relax Gaming CPO, commented: “ReelPlay’s proprietary in-house casino games have been a hit with players and it’ll be a great advantage for Relax to add titles from ReelPlay’s quality studio partners as part of the extended deal.

“The growth of our existing partnerships demonstrates the appetite in the market for mutually beneficial distribution agreements that further the reach of other providers and boost our portfolio with coveted content.

David Johnson, CCO at ReelPlay said: “We’ve been impressed with Relax Gaming’s technical ability to support a range of studios and quickly bring their games to market.

“Widening the scope of our agreement will provide a level of expertise and exposure to our partners that is unique in the market. The Relax Gaming team are a pleasure to work with and we look forward to leveraging the mutual benefits of this agreement extension.”

Relax Gaming’s portfolio now boasts over 1000 titles from leading studios and suppliers, providing partners with rapid and easy access to its third-party catalogue via seamless integration, as well as its award-winning proprietary titles.


First game release under new ReelPlay brand for Sydney based slots studio

19th August 2019 (SYDNEY, AUSTRALIA)

ReelPlay, an independent game studio, have released slot game Hypernova Megaways exclusively to LeoVegas before its global release at the end of the month.  This follows a successful pre-release partnership earlier in the year where Buster Hammer Carnival became an immediate hit with LeoVegas players chasing the big wins and laughs on offer with the Buster hero character.

Hypernova Megaways is a beautifully designed, galactic themed slot game offering up to 117,649 ways to win. Each win provides a reaction, with players looking to increase their prize pool to stellar proportions by successfully negotiating the hold n’ respin bonus round. Blending the most successful recent online IP in Megaways with one of the most popular land based features – ingredients and influences that with the addition of some ReelPlay stardust will provide for an exciting and profitable repeat play slot.

David Johnson, Chief Commercial Officer of ReelPlay commented: “We were proud to launch our first game under the new ReelPlay brand to our partners at LeoVegas and appreciate their continued trust and support of our game development. As ever, we commit to our all our partners to deliver games of the highest possible quality supported by all manner of campaign and marketing opportunities in the truest sense of partnership”.

Mats Andersson, Casino Release Manager at LeoVegas Mobile Gaming Group said: “We were delighted with the performance of Buster Hammer Carnival and didn’t think twice when the opportunity arose to take Hypernova Megaways live ahead of the market. ReelPlay have certainly built a committed player following in a short space of time which has made for a profitable partnership and we look forward to working closely on future releases together.”


Powered By partner to distribute its products via the Relax Gaming platform

12th August 2019 (Malta)

Relax Gaming, the new-breed games and platform supplier, has bolstered its platform content with the integration of ReelPlay titles.

The provider’s exciting, high-quality games, including Dragon 50,000 and Hypernova Megaways™, will soon be available across Relax Gaming’s distribution network as part of the Powered By partnership programme.

Sydney-based ReelPlay, formerly known as Chance Interactive, was established in 2014 by experienced gaming professionals with a record of making fresh, fun and engaging slots games. The company’s most recent release Buster Hammer Carnival continues to permeate the regulated online space.

Simon Hammon, Relax Gaming CPO, said: “ReelPlay is an exciting proposition for Relax Gaming, not only providing content that is sure to be attractive to operators, but also offering a foundation of many years’ experience.

“Relax will undoubtedly benefit from ReelPlay’s exciting new content together with the additional partners serviced through the partnership.”

ReelPlay Chief Commercial Officer David Johnson commented: “Growing our distribution network with flexible, scalable platform partners is a core priority for ReelPlay.

“This agreement with Relax more than fits the bill, giving us access to an effective and well-serviced distribution channel. I am sure our games will be a big hit with operators and players alike.”

Relax Gaming is rapidly emerging as a next generation supplier, boasting a catalogue of over 570 games whilst offering transparent fees and scalability for the hand-picked studios with which it works.


Relax Gaming Group was founded in 2010 with the goal of simplifying B2B content delivery for the modern iGaming landscape. With transparency and collaboration central to its ethos, its recent and rapid expansion has been conceived in order to deliver unparalleled global reach.

Via a quick one-time integration, Relax Gaming now provides access to a roster of 280+ casino games and a diverse range of proprietary products, including Poker, Bingo and its recently launched slot portfolio. The high-quality aggregated content is provided through its selected Silver Bullet (commercially represented) and Powered By (commercially independent) partners.

Regulated markets are also at the heart of its growth strategy, with licenses held in multiple jurisdictions including: the Malta Gaming Authority, Alderney Gambling Control Commission, the UK Gambling Commission and the Danish Gambling Authority.


7th August 2019

888, one of the world’s most popular online gaming companies and solutions provider, is pleased to announce it has partnered with ReelPlay to offer players a broader selection of online casino games to players of 888casino. 

The new partnership will see a range of new and existing content released via SG Digital’s OGS™ platform, including catalogue titles such as Buster Hammer Carnival & Rogue Treasure. In addition, players of 888casino will have first access to the upcoming release of ReelPlay’s Hypernova Megaways™, a visually stunning, galactic themed slot game offering up to 117,649 ways to win.

The partnership builds on 888casino’s impressive selection of games developed in-house or from the best software providers to use interactive online casino games. This highlights 888’s ability to integrate new technologies and suppliers into its newly revamped gaming platform. 

Guy Cohen, SVP of B2C at 888, said: “888casino continues to offer its customers the safest most entertaining experience by offering unique 888 products as well as a growing selection of engaging third-party content. We’re proud to partner with ReelPlay to bring their high-quality casino content to our players. We are really excited about building a successful business partnership with ReelPlay.” 

David Johnson, Chief Commercial Officer of ReelPlay commented: “We are proud to launch the first game to our partners at 888. ReelPlay commit to all our licensees to deliver games of the highest possible quality supported by all manner of campaign and marketing opportunities in the truest sense of partnership. We expect the tie-up between ReelPlay & 888 will provide for mutually exciting and profitable times.”

You can visit 888casino online slots to enjoy the latest Reelplay content. 

About 888 Holdings Plc:

·      888 Holdings Public Limited Company (888) is one of the world’s most popular online gaming entertainment and solutions providers.  888’s mission is to supply its customers with innovative and market-leading online gaming products, above all in a safe and secure environment.

·      888 has been at the forefront of the online gaming industry since its foundation in 1997, providing to players and B2B partners an always innovative and world-class online gaming experience. At the heart of 888’s business is its proprietary gaming technology and associated platforms.

·      The Group is structured into two lines of business: B2C, under the 888 brands, and B2B, conducted through Dragonfish, which provides partners a leading platform through which to establish an online gaming presence and monetise their own brands.

·      888’s consumer facing websites offer more than just online gaming. They are entertainment destinations: places where people can enjoy a truly interactive experience and be part of an online community that shares common interests.


Re-brand for Sydney games studio formerly called Chance Interactive

17th July 2019 (SYDNEY, AUSTRALIA)

The business formerly known as Chance Interactive today proudly re-brands as ReelPlay. The Sydney, Australia based games studio was founded in 2014 by experienced gaming professionals making fresh, fun and engaging slots games. The most recent release Buster Hammer Carnival continues to permeate the regulated online space having initially launched exclusively with LeoVegas.

ReelPlay will continue to create the highest quality digital gaming content for license to the world’s leading regulated casino operators. ReelPlay also offer game build, math, integration, commercial and marketing expertise to partner studios looking to take their own content to the online market.

ReelPlay Chief Commercial Officer David Johnson commented “The refresh to ReelPlay best represents where the business is today and where it’s headed. The goal remains the same as it ever was – ReelPlay author the best in online digital gaming content as well as incubating select competitive collaborators, providing for a powerhouse of established and independent B2B satellite software studios. ReelPlay is the mothership.”

Johnson continued “Our business growth will continue to be underpinned by leveraging long-term partnerships with the world’s leading operators, collaborators and aggregators. Overflowing with passion, ReelPlay create everything from the ground up, in-house. Carefully, surely, thought out and proud to put our name to it – as craft as craft gets in a digital world. With the re-brand, we are building on solid foundations whilst adding a little nitro.”

ReelPlay’s next slot game boasts over 117,000 ways to win and will drop in August as an exclusive pre-release to one of the world’s leading online operators, prior to rolling out to the wider market.



Founded in 2014 as Chance Interactive, the business re-branded to ReelPlay in 2019. ReelPlay create the highest quality digital gaming content for license to the world’s leading regulated casino operators.

ReelPlay also offer game build, math, marketing, integration and commercial expertise to partner studios looking to take their own content to the online market.

A privately held business based in sunny Sydney, Australia; the team was strengthened in 2018 by the arrival of experienced industry leaders Scott Smith CEO & David Johnson CCO.

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