In a strategic move that further enhances its presence in the United Kingdom, B2B iGaming provider and aggregator Relax Gaming has agreed a content integration deal with Paddy Power and Betfair.

Under the terms of the agreement, the two leading Flutter Entertainment plc brands have gained access to a broad range of content from the supplier’s third-party Silver Bullet and Powered By studios, such as Kalamba Games, 4ThePlayer, and Big Time Gaming (BTG), in addition to integrated portfolios from its platform partners.

Also made available, Relax Gaming’s in-house portfolio, including popular titles such as Snake Arena, Money Train, the Tumble series, and Money Train 2, the record-breaking hit that launched on September 2nd, with new releases from the supplier due to launch in the coming weeks.

Strategic value:

In a company press release, Chief Commercial Officer for Relax Gaming, Daniel Eskola, commented on the recent agreement, saying…

“The strategic value this deal provides in boosting our market penetration in the UK is second to none and underlines the appeal of our proposition among the industry’s biggest brands.

“Given the UK’s leading position on the global stage we expect the partnership will serve as a springboard to further growth across Europe and boost brand awareness of Relax Gaming with a range of new audiences.”

Partnering with the Ireland-headquartered bookmaking holding company’s brands, both of which are leaders in the UK gaming sector, is an important milestone in Relax’s strategy for expansion, while significantly increasing the company’s share in what is Europe’s larget market.

Increasing transfer:

Also commenting on the deal, Gaming Director for Paddy Power Betfair, Ian Gallagher said…

“Paddy Power Betfair is proud to lead the way with an exclusive selection of online casino games.

“We strive to create a world-class gaming experience for players and it’s important that we continue to seek out the best gaming studios to improve our ever-growing game offerings.

“We are excited about our new partnership with Relax Gaming and we are continuously incorporating more and more of their games into our portfolio for both Betfair and Paddy Power players.”

Growing partner portfolio:

The Maltese firm recently partnered with British online casino company 32Red, a Kindred Group subsidiary licensed in Gibraltar and whose games are provided by leading developers such as Microgaming, NetEnt, and Rabcat.