The igaming market in Spain is one of the most solid and well established in the Spanish-speaking world and top tier firms are competing to earn the best spot in it. Therefore, Relax Gaming’s entry through a partnership with Entain was a natural move as part of wider global expansion plans.
To better understand this move, SBC Noticias spoke with the group’s Regional Business Manager, Alba Monroy, who assessed the details of the association and the potential of the market for the company.
“Entain is a tier one operator with both local and world-renowned casino brands under its belt and we have been collaborating with them for years”, she explained. In addition, she clarified that “the track record and experience of the Spanish team in terms of regulation and certification of slots” paved the way.
The arrival of the company on Spanish soil has been so agile that, just a month later, it already has more than 55 games available for players in PokerStars, Bwin, Partycasino and Partypoker. For Monroy, “it has been a great success” to have their titles amongst “some of the largest brands in Spain” in such a short time frame. This came as a result of “great collaboration on both sides”, she shared.
“We aim to increase the catalogue of available content very soon, with the launch of plat-to-plat providers and our Silver Bullet studios, already available in other markets,” she said. In addition, she announced that “the first operators will be launched through Tecnalis very soon”.
Relax in the Spanish market
As a native of Spain, Monroy is no stranger to regulatory updates, such as the controversial Royal Communications Decree, which has made it challenging for industry operators.
She said: “Any limitations or measures, with the potential to negatively impact the activity and profitability, will not help the expansion of that industry or sector.”
However, she explained that Relax Gaming “is aware of these restrictions”, and has “marketing tools available to operators that facilitate their slots’ promotions.”
“Igaming has continued to grow in the market ever since it was regulated in 2012, with an annual increase of more than eight per cent”, she analysed.
Monroy also highlighted the impact of the pandemic on gaming trends, explaining that, before COVID-19, GGR was concentrated on sports betting, but then shifted its focus to the casino vertical: “The lack of sporting events played a big role,” she stated. This trend continues, mainly “due to the acceptance and popularity of online slot machines in the Spanish market.”
In this scenario, and considering that online slots are “Relax’s star product”, she forecasted Spanish players and operators receiving them very well. Monroy predicts Money Train 2 and Temple Tumble will be the high volatility slot titles with the most potential in the Spanish market, but also ensured that Hispanic-themed games like Wild Chapo and La Fiesta should perform as well.
She added: “We have certified several games with different RTP variants. Based on my experience, and operators’ profitability, I believe that the lower variant will be very well received by Spanish operators as well.”
Monroy also assessed the local market’s competitiveness and pointed out that, in addition to differentiation, customer service plays a key role in allowing the company to stand out.
“To listen and support the client is key for our sales team. We analyse all the demands and requests from clients, and that ultimately means that they perceive us as a big family,” she explained.
However, in order to become more familiar with local partners, Monroy highlighted the potential of SBC Summit Barcelona, set to take place on September 20-22, and said: “Our doors will be open to everyone interested in chatting and learning more about our products,” she said.
Expansion in Hispanic markets
Besides setting sights on Spain, Relax Gaming’s Regional Business Manager explained that they are also looking at Latin America, with operators from Mexico and Colombia offering their games, and supporting all Latin American currencies.
“We already have more than 50 games certified for Colombia and we hope to expand both there and in other markets in the coming months.” Monroy concluded.