Online casino content supplier and aggregator Relax Gaming revealed its intellectual property deal with ReelPlay for the application and licensing of the studio’s Infinity Reels trade dress and mechanic.
ReelPlay launched its Infinity Reels innovation in the fall of 2019, coinciding with the release of the El Dorado Infinity Reels slot.
The new mechanic adds the chance for an additional reel and re-spins with a progressive multiplier on each spin. The reel addition repeats, greatly increasing win potential. ReelPlay recently announced Giza Infinity Reels, its second Infinity Reels game, and has Odin Infinity Reels waiting in the wings for release in June 2020.
The recent partnership also gives Relax Gaming the rights to trademark and license the Infinity Reels mechanic for its partner network. The supplier’s in-house game development studios and third-party provider partners will now be able to integrate Infinity Reels into their future online slot games.
Strengthening Bonds
The intellectual property deal also serves to extend the previously formed partnership between Relax Gaming and ReelPlay. The duo of B2B gambling companies initially formed a partnership in 2019 when Relax Gaming integrated its branded titles onto Relax Gaming’s platform.
The two companies previously extended their distribution agreement, covering third-party content from ReelPlay’s selected studio partners, which include Gameslab and Boomerang Games.
ReelPlay’s brand new title, Giza Infinity Reels, was initially launched exclusively on Relax Gaming’s aggregator before its industry-wide debut.
Comments from the top
Relax Gaming’s Chief Product Officer Simon Hammon had only good things to say about the rollout of the Australian studio’s El Dorado Infinity Reels game, stating it “marked the introduction of a truly unique and original mechanic that we believe will be a big disruptor in the industry.”
Mr. Hammon added that the freshly-inked intellectual property deal displays their dedication to “enhancing value and passion for innovation” and that they are excited to bring a fresh catalogue of Infinity Reels to market via both their in-house and partner studios “that will push the boundaries even further.”
Chief Commercial Officer of ReelPlay, David Johnson revealed that their expectation of this deal is that it will “unlock a world of new potential for all involved” and that they are looking forward to how Relax Gaming and its partner studios will “incorporate the Infinity Reels IP into a wide variety of slot games.”
The news about ReelPlay and Relax Gaming’s deal came to light days after the Australian studio publicized its intellectual property partnership with Sweden’s NetEnt, designed to assist the two companies in bolstering their rights associated with their respective Infinity Reels and InfiniReels franchises.
