Relax Gaming

Headwinds are common obstacles that must be overcome in all facets of life, but for those occupying a space within the iGaming ecosystem this seems to be exacerbated somewhat.

Whether that be increasing taxation, advertising restrictions, channelisation, a rising black market or one of numerous other difficulties, the obstacles that must be leapfrogged to achieve success appear to be never ending.

That begs one simple question. How do you achieve success within the current iGaming climate? Relax Gaming Chief Solutions Officer, Fredrik Sandberg, tells iGaming Expert why the provider is sure to build on past success and continue to soar. Read the full interview here.

The impact of regulatory hurdles

Relax Gaming proudly proclaims that it has built such a distinctive position in the industry by combining first-rate proprietary content, such as the multi award-winning Money Train series, with one of the market's leading aggregation platforms. 

This is complemented by a range of player engagement solutions, from the likes of Dream Drop and JPX, with technical and compliance capabilities “crucial to make a good living in this industry,” says Sandberg.

“Our strength comes from understanding the entire value chain. We develop award-winning proprietary content, connect operators with leading third-party studios through our aggregation platform, and help drive player engagement through solutions such as Dream Drop and JPX.

“It's all built on strong technical foundations that enable us to scale, adapt to regulatory change and consistently deliver for our partners.”

“Together, this creates a stronger ecosystem for operators and suppliers alike, helping great content reach players more effectively and ultimately succeed.

“What ties it all together is trust,” he adds. “I think operators and partners need technology they can rely on, products that perform well, and partners that consistently deliver.”

“That allows us to build long-term relationships and create value across the entire ecosystem. We don't just create great content, we also help great content succeed.”

However, the ever-increasing competitive nature of the industry is certainly not lost. More suppliers mean an overwhelming volume of new content, while regulations pose its own headaches.

With player attention at a premium, success today, Sandberg notes, isn't just about creating a great game, it centres around distribution, visibility, compliance, and execution. 

“Making great games is hard, but them turning into a successful business is even harder,” he says.

“We've seen regulatory headwinds across various jurisdictions and navigating that complexity is becoming an increasingly important part of succeeding in this industry.”

Proven content versus something new

The hardest thing today isn't launching a game - it's standing out, Sandberg emphasises. This has subsequently led to studios increasingly turning to what has proven successful in the past.

As sequels and franchise-based content increase in volume, is it now a safer option to turn to tried and tested rather than risk something new given current market conditions?

While those titles that have previously been well received can reduce any elements of risk, innovation “remains the lifeblood of this industry,” Sandberg comments. 

While players may enjoy a certain degree of familiarity, they are always looking for the next great experience. 

Sandberg continues: “The strongest strategies combine proven mechanisms with fresh ideas and strong execution. You can't build the future of the industry by only repeating the past.”

“Competition for visibility has never been greater or fiercer, but standing still is often the bigger risk.

“Original content remains one of the strongest ways to differentiate. The key is pairing innovation with effective distribution, strong operator relationships and compelling player engagement.” 

Outlining future prospects

With all of this being said, attention inevitably turns to the road ahead. This will see continued investment across Relax Gaming’s entire value proposition.

This will encompass proprietary content, aggregation and player engagement solutions, while technology and compliance are labelled as being “crucial for the future”.

However, it does not stop there. As the industry becomes more complex and the partner experience is placed front and centre, trust, simplicity, and speed become increasingly valuable. 

“I believe the future belongs to the companies that can create, distribute and enhance great content at speed,” Sandberg concludes.

“The industry will continue to evolve, regulations will change and competition will increase. But great content, strong technology and trusted partnerships will always matter. Our ambition is to lead in all three.”