Relax Gaming Makes US Debut in New Jersey with BetMGM

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Relax Gaming, a Finland-based online casino game and platform provider, has hit a significant milestone for the company by making its debut in the United States.

This entry into the U.S. market is in partnership with BetMGM, the online gambling arm of leading U.S. casino operator MGM Resorts International.

This launch comes after Relax Gaming’s successful acquisition of a vendor transactional waiver from the New Jersey Division of Gaming Enforcement.

Relax Gaming has now debuted its extensive portfolio of more than 4,000 casino games for fans of New Jersey online casinos via BetMGM. It will trade in the U.S. under the name RLX Gaming.

This move into the U.S. market follows the company’s successful launch in Ontario, Canada, in 2022.

“Launching in New Jersey is a landmark moment for our company. We have enjoyed many successful launches across a number of key regulated markets in the past few years, and this is one of the biggest to date,” said Relax Gaming CEO Simon Hammon in a press release.

“BetMGM’s ethos perfectly aligns with our vision, and we expect our partnership to truly flourish.”

Relax Gaming’s Growth and Vision

Relax Gaming opened in Helsinki, Finland, in 2010. Since then, it has expanded to offices all over Europe, including in Belgrade, Malmo, and Malta.

Now, in 2023, Relax Gaming’s portfolio of online slot games includes more than 3,000 titles.

BetMGM’s online casino currently features more than 1,500 games, and the addition of Relax Gaming’s content is expected to add to that significantly.

The company’s Dream Drop Jackpots, launched in 2022, has made 11 players millionaires within its first year. Additionally, the Money Train slot series from Relax Gaming has been successful enough to merit four sequels, with its latest iteration, Money Train 4, released in September 2023.

The Great Pigsby and Epic Joker are two examples of Relax’s classic games. However, the company has continued to innovate with licensing partnerships, such as its Let’s Get Ready to Rumble slot featuring iconic UFC fight announcer Bruce Buffer.

“This debut in New Jersey and acquisition of our transactional waiver is a milestone for Relax/RLX Gaming, and just the beginning of our endeavors in the next level of U.S. regulated markets,” said Relax Gaming’s Chief Regulatory Officer Alexia Smilovic Ronde.

“This regulatory achievement reflects our commitment to meeting stringent U.S. licensing requirements and provide best in class service on all fronts to local operators. Our team looks forward to contributing to the vibrant and evolving landscape of online gaming in the United States.”

European Operators in the U.S.

The entry of Relax Gaming into the U.S. market, particularly in New Jersey, signifies a growing trend of European gaming companies expanding into North American territories.

Another operator that has rapidly expanded in the U.S. this year is British bookmaker Bet365, which recently launched for Louisiana sports betting. That marked the seventh state launch for the operator since 2019.

Another is Kambi, which has received dozens of contracts to operate the backend for various sports betting operators across the U.S., including the relaunch of Bally Bet.

On the other hand, some European operators have found recent U.S. market conditions tough. Swedish operator Kindred Group last month announced its Unibet brand will be leaving all U.S. markets in early 2024.

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