Relax Gaming expands UK market through Flutter Entertainment partnership

Relax Gaming, one of the online gambling industry’s largest B2B providers, has entered into a distribution partnership with two of Flutter Entertainment Group’s leading subbrands, significantly boosting its UK market penetration.  The provider and its aggregated third-party studio network will be providing Paddy Power and Betfair a wide range of content.  

The partnership will allow both of Flutter Entertainment’s brands to further expand their game portfolio as they will be able to access Relax’s most popular titles in its proprietary content portfolio such as Money Train, Temple Tumble, Snake Arena, Money Train 2 and as well as upcoming releases scheduled in the company’s pipeline.

This partnership is a milestone for Relax Gaming as its partnership with the two brands, where both are major players in the UK gaming industry, entails its growth and expansion in major regulated markets.  This distribution partnership corresponds with the provider’s expansion strategy whilst significantly increasing its market share in Europe’s largest gaming market. 

Daniel Eskola, Relax Gaming’s chief commercial officer has shared the company’s opinion on this partnership highlighting the fact that the deal’s strategic value is immense as it will provide the company with the means of boosting its market penetration in the UK. He further expressed that increasing the company’s market penetration is one of its highest priorities and that the company’s reach expansion underlines the appeal of its value proposition among the industry’s biggest brands.  Eskola further added that given the UK’s leading position on the global stage, the company expects that this partnership will serve as a springboard to further its growth across European markets, further boosting the company’s brand awareness and customer mindshare.  

Paddy Power Betfair’s gaming director of product, Ian Gallagher, also commented on the partnership saying that the company is proud to lead the way with an exclusive selection of online casino games.  He also highlighted Paddy Power Betfair’s commitment to creating a world-class experience for its customers through its ever-growing game portfolio.  Gallagher also pointed out the importance of the company’s continual search for the best gaming providers as this will allow the company to offer the best games to its customers.  Finally, Gallagher expressed the company’s excitement in working together with Relax Gaming and its partner studios. He also pointed out that the company is continuously adding more of Relax’s games into its portfolio for both Betfair and Paddy Power players. 

Relax Gaming has been in the igaming content industry for over 10 years and is continually working with various suppliers as a content aggregator and as well as with operators as a one-stop-shop gaming content supplier. The content provider has been able to keep up and grow its gaming library through its various game studio partnerships through its  Silver Bullet studios and Powered By programmes and as well as propriety content made by the company itself. The Powered By Partnership is a business to business (B2B) platform developed by Relax Gaming, to host, aggregating, and develop igaming software for its partners.  It also allows its partners to propel their market reach upwards via a simple platform integration, thus granting access to Relax’s myriad of igaming suites and expertise.