ReelPlay’s Infinity Reels incorporated in a branding deal with Relax Gaming

iGaming aggregator and unique content supplier, Relax Gaming, went on to sign an intellectual property deal with ReelPlay to apply the Infinity Reels trade dress and mechanic over a range of proprietary content while making the license available to any third-party studios.

Spearheaded by Reelplay's blockbuster slot- the famous El Dorado, Infinity Reels happens to be a singular concept within online slots where every spin also comes with a chance of adding an extra reel and re-spin along with the progressive multiplier. This process which includes the addition of reel is repetitive and provides the maximum potential to win for the players.


After the instant success of this feature, Relax has been able to attain the rights of this trademark and license, representing all its partners, allowing the in house developers, Silver Bullet studios and Powered by Partners to have the option to incorporate the innovate mechanic in their upcoming games.

The two companies initially joined forces in 2019, integrating the Australian developers’ proprietary titles into the Relax Gaming platform. They thus extended the agreement of distribution this year to also include third party content with ReelPlay’s specific studio partners like Gameslab and Boomerang Games. The latest slot release by Reelplay- Giza Infinity Reels, first launched itself among aggregators, only to relax in April and top rank operator sites ever since its 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 has only just scratched the surface of what is possible with Infinity Reels™.

“ReelPlay expects this latest deal to unlock a world of new potential for all involved. Relax offers 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 online slot games.”