Relax Gaming Strengthens Italian Market Position 

Relax Gaming Strengthens Italian Market Position

Relax Gaming

Rated 94.76/100%

439 Casinos | 265 Games

All Casinos

Number of games

265

Country

United Kingdom

Founded

2010

• Slots

Relax Gaming has expanded its European presence by partnering with bet365 for a new launch in Italy, one of the continent's most closely regulated and competitive online gaming jurisdictions. The agreement introduces Relax Gaming's catalogue of in-house slots and a wider range of third-party titles to bet365's Italian site, broadening both the supplier's reach and the operator's offering.

For Relax Gaming, the integration marks more than the addition of another operator to its network. Italy holds particular significance as a market where regulation is strict, oversight is constant, and the customer base is both sizeable and selective. Entering through bet365 provides a pathway to visibility that would be difficult to achieve independently, as the operator already holds a strong position in the country.

Among the titles made available are Money Train 3, Book of Power, and Net Gains, games that have defined Relax Gaming's portfolio in recent years. The agreement also extends to aggregated third-party content, reflecting the company's strategy of acting as both a creator and distributor of online slot titles.

Italy has become a focal point for international suppliers seeking growth in mature, regulated markets. Unlike jurisdictions where the legal framework is still evolving, Italy has a well-established licensing structure and enforcement system, making it a market that requires compliance and consistency. At the same time, it continues to generate stable revenues, attracting companies that are prepared to adapt their portfolios to meet local conditions.

Relax Gaming's decision to enter through bet365 demonstrates an understanding of these dynamics. Instead of building market share from scratch, the supplier joins forces with one of the industry's most globally recognized operators, ensuring its games are immediately positioned in front of a broad player base. In doing so, it reduces the risks associated with entering a new market while strengthening its credentials as a supplier capable of working with top-tier operators.

Kristina Hambardzumyan, Head of Business Development at Relax Gaming, emphasized the importance of the agreement, describing Italy as a central component of the company's European expansion plan. She noted that bet365's established reputation offers a platform that helps Relax Gaming's content gain traction quickly and effectively.

For bet365, the partnership is part of a wider approach of consistently expanding its catalogue with content from suppliers that have proven their ability to perform across multiple regions. By integrating Relax Gaming titles, bet365 can balance its offering between recognizable names and newer mechanics, ensuring that its Italian operation continues to reflect both stability and variety.

A spokesperson from bet365 explained that adding Relax Gaming content complements its strategy of maintaining a diverse games library across all regulated markets. The partnership highlights how operators are increasingly relying on collaborations with suppliers to keep their lineups competitive and aligned with changing player interests.

The European online gambling sector has been shaped in recent years by the rise of regulated markets, where suppliers and operators must collaborate to meet compliance standards while maintaining diverse portfolios. Partnerships of this nature reflect a shift away from expansion into loosely regulated jurisdictions and toward sustainable growth within clearly defined legal frameworks.

Relax Gaming has built its reputation on supplying both original and aggregated content to operators, providing a model that gives flexibility in regulated environments. Its entry into Italy through bet365 follows similar steps in countries such as Spain, Sweden, and the Netherlands, where regulation has reshaped the market landscape. Each of these launches adds weight to Relax Gaming's profile as a supplier capable of aligning with local conditions while continuing to distribute content on a broad scale.