Relax Gaming

Creating something genuinely fresh and original is an increasingly difficult task for anybody within iGaming as the space becomes ever more crowded.

Finding a gap in a market that is awash with new offerings on a daily basis is an unenviable assignment, but Relax Gaming believes that it has cracked the code with its latest innovation. Read the full interview here.

Relax has unveiled JPX: a game-agnostic jackpot product that sits across an operator's existing casino offering as an optional side bet, delivering a new level of gamification on their players’ favourite games. 

The ultimate goal, says Jackpot Business Owner, Alastair Smith, is about making jackpot play more accessible and adaptable, and adding new ways to excite and engage players with their favourite games, rather than jackpots existing only on select games separate from the core casino experience. 

Plugging gaps in the market

JPX gives operators the opportunity to create their own branded jackpot experience, with control over core elements including the name, colours, RTP and jackpot levels.

Configurability is the critical component emphasised throughout. Every implementation can be configured to suit the operator's brand, market and player base, supported by Relax's technology, jackpot expertise and commercial model.

Central to this is the opportunity to build new anticipation around players’ existing favourite games, while creating a key engagement tool. Most importantly, it unlocks an additional revenue stream from an established portfolio.

“The starting point has to be the problem that we're looking to solve, rather than just creating ‘another jackpot product’,” Smith begins.

“With JPX, we spent a lot of time looking at the jackpot landscape from an operator's perspective. There are already some fantastic jackpot products on the market, Dream Drop being one of them.

“Dream Drop is geared towards the jackpot player base, a group of players that play very distinctively to standard slot players. With JPX, we saw an opportunity to bring something new to a wider player base and offer operators a product with local liquidity and complete configurability – something not available with network jackpots.” 

“What Relax brings to the table with JPX is a wealth of jackpot knowledge, extensive experience in various regulated markets and trusted, reliable technology. And of course, more value from existing content.

Reinvention or elevation?

Setting out on a course to deliver something new is one thing but successfully achieving that goal is another altogether. For Relax Gaming, realising such an ambition stems from a combination of factors. 

There’s no actual formula for identifying such things, Smith adds, but operator feedback, player behaviour and a mixture of their own experience have clearly demonstrated what works and, equally, what doesn't.

“Our position as an aggregator gives us a unique perspective into various different areas of player behaviour, and our operator network gives us good understanding into the needs of various types of casinos,” he continues.

“Many different regulated markets and pre-regulated markets offer the kind of insight that means we can see recurring challenges rather than looking at them through the lens of a single product provider. 

“We also try to challenge our own assumptions. If it's something already widely available, we ask ourselves whether there's a genuine reason for us to build another version of it.”

“Hence JPX is not an attempt to reinvent jackpots or create a new product for the sake of one. It’s centred around looking at how an existing product can be installed with a new sense of innovation by adding our own flavour to it, and delivering it in a way that surpasses the standards seen thus far on the market.”

Driving engagement

Flexibility is a key component when it comes to JPX. This is not simply a one-size-fits-all approach - it's a completely bespoke experience for every operator and their player base. 

“A lot of jackpot products are built around a predefined network, a brand, or a portfolio of games,” Smith continues.

“With JPX, the operator can shape the experience around their own casino, and they can decide how they want it to look, how they want it to be positioned, and how it will benefit their player base.

“Overall, what we're offering operators here is another tool to drive engagement and reactivation across their own existing casino portfolios. 

“They're also retaining much of the ownership of the experience and are truly able to create a distinctive experience for their players. This becomes an important competitive advantage as operators strive for differentiation.”

However, this doesn't mean customisation for customisation’s sake. It revolves around giving operators meaningful control over the things that genuinely impact how a product performs for their particular audience. 

“That's the key part when implementing JPX,” Smith adds. “We want it to be flexible enough to work across different URLs, markets, and player profiles, while still retaining the underlying technology and expertise that Relax brings to the table."

Adapting to the needs of operators

When operating within such a fast-moving environment, resting on your laurels can often cement a path to falling behind competitors.

Free bets and community jackpots are among the future additions that will increase the appeal of JPX, with player behaviour and operator feedback also set to shape its future direction.

“We will be continuing to evolve the product based on player behaviour, but more importantly, our operators’ needs,” Smith concludes.

“We're launching this product with a few select operators that really have the opportunity to guide the product roadmap, and we will adapt based on theirneeds.

“The exciting thing about JPX and its game-agnostic nature is that it allows us a lot of room to build on the core proposition. 

“We can continue adding features that increase engagement and give operators more ways to tailor the experience, without losing sight of what makes the product valuable in the first place.” 

The ambition is a simple one. That is for JPX to become a flexible jackpot tool that effectively evolves alongside the market, player behaviour, and operators’ overall objectives.