BetDaddy Takeaways:
🟠 Relax Gaming expands its online casino games portfolio into key North American markets through a new partnership with DraftKings.
🟠 The deal strengthens both companies' positions in the growing North American iGaming market.
🟠 Relax Gaming continues its global expansion, aiming to solidify its presence in the competitive online casino industry.
A Strategic Partnership to Boost the Online Casino Market
Relax Gaming, a leading online casino games provider, has announced a strategic partnership with DraftKings, a household name in US Gaming, marking another step forward in its North American expansion. This key collaboration will bring Relax Gaming’s diverse portfolio of online casino games to the DraftKings Casino platform, providing players in Pennsylvania, New Jersey, and Ontario with access to a broad range of engaging and innovative games.
DraftKings' Growth and Market Position
This partnership boosts Relax Gaming’s presence in the North American iGaming market while perfectly aligning with DraftKings' ambition to offer top-tier online casino games to its users. The timing is ideal, with DraftKings reporting nearly $4.8 billion in revenue for fiscal year 2024, a 30.1% increase year-over-year. Notably, the company also achieved its first positive adjusted EBITDA of $181.3 million, underscoring its robust growth trajectory.
Relax Gaming's Approach to the U.S. iGaming Market
Alexia Smilovic Rønde, Relax Gaming’s Chief Regulatory Officer, highlighted the importance of understanding market preferences and maintaining strategic partnerships:
“Our main priority right now is to establish a healthy foundation with key partners before expanding geographically”,
Rønde stated, emphasizing Relax Gaming's thoughtful approach to its U.S. market strategy.
Building on Previous Partnerships
The move builds upon Relax Gaming’s previous partnership with BetMGM in 2023, which granted the company access to the New Jersey and Pennsylvania iGaming markets under the RLX Gaming brand. Relax Gaming has also collaborated with other real money online casino operators like PlayStar, further solidifying its foothold in the Garden State.
Global Expansion Beyond North America
This new alliance with DraftKings is part of Relax Gaming’s broader global expansion strategy. The company recently expanded into Denmark through a partnership with NetBet and entered South American markets in Brazil and Peru. Its portfolio now boasts over 4,000 game titles from more than 70 partner studios, catering to markets worldwide, including the U.K., Malta, Spain, and Mexico.
Looking Ahead: Opportunities in the Online Casino Market
With the U.S. iGaming market showing continued growth potential, this partnership positions both Relax Gaming and DraftKings to capitalize on emerging opportunities. Players in the regulated markets of Pennsylvania, New Jersey, and Ontario can look forward to a richer and more dynamic online casino experience, driven by Relax Gaming’s innovative game offerings.
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