Relax boosts UK market penetration via Flutter Entertainment distribution

Relax Gaming has praised the strategic value gained in the UK market as the supplier rolls-out a distribution agreement with a pair of Flutter Entertainment brands.

This has seen the online casino content aggregator and supplier integrate content with Paddy Power and Betfair in a deal which the group says marks a significant enhancement of its UK presence.

Lauded an “important milestone” in the Relax Gaming expansion strategy, as part of the agreement a range of content from its third-party studios have gone live with the two operators, as well as integrated portfolios from the supplier’s platform partners.

Ian Gallagher, gaming director of product at Paddy Power Betfair, explained: “Paddy Power Betfair is proud to lead the way with an exclusive selection of online casino games.

“We strive to create a world-class gaming experience for players and it’s important that we continue to seek out the best gaming studios to improve our ever-growing game offerings.

“We are excited about our new partnership with Relax Gaming and we are continuously incorporating more and more of their games into our portfolio for both Betfair and Paddy Power players.”

Furthermore, a multitude of titles from Relax’s in-house portfolio were also made available, including Money Train, Temple Tumble, Snake Arena and its “record-breaking” Money Train 2, with upcoming releases from the group’s roadmap to be launched in the coming weeks.

Daniel Eskola, Relax Gaming CCO, said of the supplier’s latest igaming agreement: “The strategic value this deal provides in boosting our market penetration in the UK is second to none and underlines the appeal of our proposition among the industry’s biggest brands.

“Given the UK’s leading position on the global stage we expect the partnership will serve as a springboard to further growth across Europe and boost brand awareness of Relax Gaming with a range of new audiences.”