The slots cuisine of Relax Gaming
Mr. Fury has always cooked amazing dishes using raccoon creativity. But the dishes lately have been spicy or overly sweet, and Fury wanted to create something very relaxing. Therefore, he called the cool chef of the online casino kitchen, CEO of Relax Gaming Simon Hammon, to share his secrets. Find out how to comprehend true relaxation in our next interview with a talented provider!
Tell us about your company.
Relax Gaming Group was founded in 2010 to simplify B2B content delivery for the modern iGaming landscape. With business simplicity and collaboration central to its ethos, its rapid and sustained expansion has been conceived to deliver unparalleled global reach.
Via a quick one-time integration, Relax Gaming now provides access to a roster of 4,000+ casino games to 700+ operator brands with a diverse range of proprietary products, including Poker, Bingo, and its extensive slot portfolio.
Regulated markets are also at the heart of its growth strategy, with licenses held in multiple jurisdictions including the Alcohol and Gaming Commission of Ontario, the Malta Gaming Authority, the Gibraltar Licensing Authority, the UK Gambling Commission, and the Romanian National Gaming Office (ONJN). In addition to licensed operations, Relax Gaming fully supports regulated markets such as Denmark, Sweden, Estonia, and Latvia.
What is one thing that sets you apart from other providers?
At Relax, we pride ourselves on differentiating at every touch point, be it in our product or the delivery of our services. Each game that bears our brand can guarantee a combination of quality, innovation, and engagement. Our processes contribute to this aspect heavily, with qualitative research and direct feedback from players and operators feeding directly into early game production stages, this helps us identify untapped market demands and is often where differentiation thrives.
Our technical foundations and partner services can also be said to push the envelope. In the case of our Silver Bullet and Powered By Relax aggregation programs, we support our partners in every way possible, hosting informative webinars related to regulatory changes as a way of helping them adjust to new laws as quickly and easily as possible. On the same thread, we created Relax ApexⓇ, an integration platform tailored to a variety of regulatory restrictions, to ease QA pressures and vetting processes for our clients when integrating our vast portfolio across their different markets.
What is the process of creating a game? What are the steps after an idea about the game itself?
Our processes vary slightly according to the nature of each production, however, they often begin by listening to and gathering player feedback. We keep our finger on the pulse of the market to effectively target our players and recognize gaps across different markets. Next, we construct features and math models, as we believe that the root of every quality game lies in its mechanics. The last step is then to depict these functionalities through art and sound that is engaging, well-suited, and contemporary.
Do you have any criteria by which you judge how interesting the game will be to users?
Many of us are enthusiasts and players ourselves so we have quite a good idea of what content will be engaging. Sharing a passion for games ties in perfectly with building them, but of course, we study the market tirelessly with the help of operators, streamers, and players to get an accurate idea of what may or may not succeed. There’s no clear-cut way of knowing if a game will take off amongst our audience but we do our best to understand its potential.
How long does the process take from game creation to release?
This varies from one game to another but it is roughly 3-6months from conceptual stages to final game productions.
Is there one game you would recommend everyone try playing?
It’s very difficult for us to choose just one, as each game is a passion project in some way or another. Dream Drop first springs to mind as a mechanic worth trying, hosted across several titles now including Temple Tumble 2 and the recently launched Neko Nights Dream Drop. The functionality differentiates itself from other jackpots on several counts; most prominently through its big-ticket jackpots, frequent fallouts as well as must-drop features. However, we must also mention last month’s fan-favorite slot Dead Riders Trail, and the much anticipated Money Train 3 launching on the 22nd of September. Both of these games are adrenaline-pumping and packed with some incredible mechanics so we would classify them as ‘must-tries’.
How far is your company spread? In which countries are your games played the most?
We’re fortunate to have the talent and infrastructure to produce varied games that appeal to wide audiences, with offices spread across Malta, Belgrade, Stockholm, Malmö, Tallinn, and Gibraltar. Additionally, our studio partners contribute a vast amount of quality, localized content from around the globe, and as a result, our Relax portfolio spans many strong regulated markets with licenses held in The Alcohol and Gaming Commission of Ontario, the Malta Gaming Authority, the Gibraltar Licensing Authority, the UK Gambling Commission and the Romanian National Gaming Office (ONJN). In addition to licensed operations, Relax also supports regulated markets such as Denmark, Sweden, Estonia, and Latvia.