Relax Gaming boosts audience reach with landmark 32Red deal

Relax Gaming has recently brought a new operator on board for its rapidly-growing gaming client base.

Relax’s long-running partnership with Kindred Group now requires the company to launch an array of its games with the operator’s 32Red brand.

Relax Gaming is a UK-focused iGaming and sports betting brand and as part of the deal, it will provide 32Red with access to its portfolio of casino games. 32Red will now offer titles such as Temple Tumble, Money Train, and Relax’s highest performing game, La Fiesta to its players. Microgaming’s iGaming platform will facilitate content integration.

32Red’s deal is one of many that Relax has inked recently as part of a strategy to expand its reach in key markets through strategic commercial partnerships.

Relax announced in late August that a range of its proprietary and aggregated content would be going live with German iGaming brand Löwen Play. The provider’s other recent partnerships include Romania’s Platinum Casino and the freshly -launched brand, Casino Days.

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An efficient partnership

Relax Gaming CCO Daniel Eskola described 32Red as a key player in the UK market, expressing delight at the “smooth, collaborative process we’ve shared with Microgaming and their teams so far.”

Mr. Eskola added that his company was excited to be offering their content to select Microgaming clients, including 32Red, and that Relax’s “flexibility and quick integration have played an important integral part in our rapid expansion over the last 12 months.”

Microgaming Commercial Director Leon Thomas was delighted to offer the company’s support to 32Red with the integration of Relax content, “ensuring fast access to an even wider selection of content for a much-valued and respected partner.”

Neil Banbury, 32Red’s General Manager expressed the importance of the iGaming brand’s commitment to delivering the best games to their players and that Relax’s games would enable them to enhance their current offering.

Relax’s portfolio comprises of over 1,000 proprietary and third-party games. The aggregated content is available through the company’s Silver Bullet program for commercially represented partners and Powered By program for commercially independent partners.

Relax’s licenses span multiple jurisdictions and the expansion of its regulated presence is central to its growth strategy. It is licensed by the Malta Gaming Authority, the UK Gambling Commission, and the Romanian National Gambling Office, and is certified in many regulated markets, including Denmark, Sweden, Estonia, and Latvia.