Among these was Martin Stålros, stepping in as CEO following Simon Hammon’s decision to step down from the role, who immediately set about learning the intricacies of his new role to take the group to the next level.

A little under one year on, Stålros sits down with CasinoBeats to reflect on his journey as CEO thus far; touching on challenges and personal highlights, as well as what we can expect from Relax Gaming through this new year.

CasinoBeats: You were appointed CEO in April, how have you found your first year in this role at Relax?

Martin Stålros: My first year at Relax Gaming has been truly fantastic! I’m incredibly lucky to have a talented team around me, along with a very supportive board who have put their faith and trust in me. 

We’ve made some changes to how we work internally, re-modelling our executive team with the appointments of Fredrik Sandberg and Enrico Bradamante, who both bring great experience and a fresh perspective to the company. 

The Relax culture is as strong as it’s always been and only growing stronger! We’ve made great strides in moving forward and we’re in a solid position to deliver even more in 2025.

CB: What have you learned most this year at Relax and what challenges have you faced?

MS: I’ve learned that change will always come with its challenges. It was clear to me from day one that I could not try and do things in the same way that my predecessors did. 

Even though I had a good grasp on the high-level setup of the company due to the fact that I’ve been with Relax for such a long time, I still had to educate myself on some areas of the business that I had not been as directly involved in, understanding the challenges they face day-to-day, and how I could support them in my new role.

For me to be the best CEO I can be, I know that I need to surround myself with people who have experience in the areas that I don’t. This is why we have been bringing in external professionals that fit and support our long-term strategic goals. 

CB: Do you have a personal highlight from 2024 that stands out?

MS: There’s not one specific moment that stands out, but rather everything so far. Being in this position offers me a constant reminder of what a fantastic group of people we have working at this company. 

I’ve genuinely lost count of how many times over the course of this year that I’ve been well and truly wowed by our culture, and what we’ve achieved. We’re professional, but ‘Relaxed’! 

We’re fortunate to have such a skilled team at Relax and it has been a real team effort. We can all be proud of the successful launch over 50 games this year, stepping into new markets and forging new partnerships with operators to continue our trajectory.

CB: What can we expect from Relax Gaming in 2025?  

MS: We will be putting a lot of effort into adhering to our DNA of tech excellence and innovation. Our ambitions are strong, and we will not settle for second best. We want to excel in offering a fantastic gaming experience to our players.

We’ll also look to continue offering reliable, first-rate services and support to our loyal partners on the aggregation side of the business. 

Watch this space, 2025 is going to be another stellar year for Relax Gaming! 

The post Martin Stålros: Relax Gaming primed for a stellar 2025 appeared first on CasinoBeats.

As a supplier-turned-aggregator, REEVO’s latest European certification will see the company offer its catalogue of both in-house and third-party slot releases to online casino brands active in Italy. 

“This certification is a landmark achievement for us,” said Karl Grech, Head of Business Development of REEVO. “Entering the Italian market reflects the relentless dedication of our entire team. We’ve always aimed to provide operators with the best aggregation platform and players with unforgettable gaming experiences. 

“Italy represents a key step in our global expansion, and we’re excited to bring REEVO’s innovative spirit to this vibrant market.”

While the move will see REEVO’s portfolio of proprietary slots including Electro Reels Power Portal and Bullfighting Champion debut in the Italian market, the firm will also enhance the visibility of its aggregation hub. 

“We are excited to work closely with our partners in Italy to bring something fresh and engaging to the market,” continued Grech. “Having worked in Italy for over 15 years, I’ve developed strong connections that will be invaluable as we establish our presence here.”

The studio’s roster of third-party slot releases has been curated through the firm’s many supplier partnerships, with the aggregation platform bolstered by recent partnerships with Formula Spin, PoggiPlay and Amatic Industries.  

Grech added: “We’re not just entering the Italian market; we’re making a statement.REEVO is here to elevate the igaming experience, and we’re thrilled to be part of Italy’s exciting gaming landscape.”

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As a result of the collaboration, Playnetic’s collection of in-house igaming titles will become available on Hub88’s aggregation platform. The studio’s range of games are said to be “optimised and tailored to specific regions” such as Europe and LatAm.

Ollie Castleman, Head of Hub88, commented: “We are pleased to welcome Playnetic’s high-quality game portfolio to our platform. Their mix of innovative titles and attention to detail makes them an ideal partner as we continue to diversify our offering. 

“We take pride in supporting studios on their journey to established providers and we are looking forward to expanding Playnetic’s reach across our extensive operator network.”

Offering titles to Hub88’s third-party platform will allow Playnetic access to a wide network of online casino operators that have partnered with the aggregator, such as Stake. 

Julian Borg-Barthet, CCO at Playnetic, added: “Collaborating with Hub88 is a fantastic opportunity for us to continue showcasing our premium content to a global audience, content that has been created by our highly skilled game development team that love slots, table games and understand what it is that players want.

“Hub88 also mirrors our ‘customer first’ approach to business and we are really looking forward to building on this relationship as we continue to regularly release new games.”

Playnetic joins a roster of igaming suppliers that have leveraged Hub88’s platform in recent deals, with the aggregator forming alliances with brands such as Speedy Tomatoes, KA Gaming and Just Slots.

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Established in 2023, Speedy Tomatoes has agreed to launch its poker content via Hub88’s proprietary platform. This offering includes the studio’s debut title, Jacks or Better 4000 PowerPoker. 

Hub88’s ability to provide Speedy Tomatoes with distribution services and increased exposure in the igaming industry has been touted as a key factor in the partnership. 

Ollie Castleman, Head of Hub88, commented: “This collaboration with Speedy Tomatoes, a new studio on the market, is exactly what we take pride in as we want to support our partners’ growth and success.

“We are pleased that Speedy Tomatoes has chosen us to launch their innovative poker content and are looking forward to seeing what their future roadmap will bring.”

Through the alliance, Speedy Tomatoes has been added to the over 120 studios partnered with Hub88’s aggregation service, increasing the platform’s offering to operators of more than 12,000 individual titles. 

Asko Heiskanen, CEO and Co-Founder at Speedy Tomatoes, added: “Speedy Tomatoes is on a mission to set new standards in the industry by delivering simplified, easy-to-play, feature-rich video poker titles that not only meet but exceed the expectations of the iGaming community.

“We want to hit the ground running and with Hub88’s reach we are able to get our content in front of a large number of operators and players from the get-go.”

Speedy Tomatoes will join the likes of KA Gaming, Aviatrix and LiveGames as recent suppliers to enter agreements with Hub88 and gain access to the aggregator’s network of affiliated operators. 

The deal also signals Hub88’s second partnership recently with a newly-formed igaming studio, having added Just Slots’ debut title to the platform last month. 

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Through the agreement, Sportingtech will be able to offer its roster of operator partners over 15,000 online casino titles from Alea’s third-party portfolio.

These titles have been curated from several supplier partnerships formed by Alea, with the likes of Thunderkick and BGaming leveraging its distribution network. 

Robert Nevill, Senior Commercial Manager at Sportingtech, commented: “Partnering with Alea marks an exciting enhancement to our platform, giving our operator partners access to one of the largest and most dynamic game libraries in the market. 

“Alea’s commitment to providing high-quality content without technical hurdles perfectly aligns with Sportingtech’s mission to deliver versatile solutions for our clients. This partnership represents a significant step forward as we continue to expand our game variety and enrich the player experience across global markets.”

Alea’s aggregation offering will allow Sportingtech’s partners to gain access to its online casino content through an ‘optimised, ready-to-launch library’ with seamless integrations that require ‘no ongoing technical support’. 

Jordi Sendra, CEO at Alea, added: “We are delighted to partner with Sportingtech, whose comprehensive platform and expansive market reach make them an ideal partner for delivering our content to new audiences. 

“Alea’s extensive game selection, combined with our commitment to operator flexibility and player engagement, will undoubtedly enhance the gaming experience for Sportingtech’s operators. We look forward to seeing this partnership drive growth and provide operators with a unique edge in the competitive igaming market.”

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As a result of the integration, Octavian Lab will offer Peter & Sons access to its roster of operator partners with the studio set to gain exposure through brands such as Entain-owned Eurobet, Snaitech, Sisal and Betfair.  

Yann Bautista, Founder and Commercial Director at Peter & Sons, commented: “Our games have already proved popular in Italy, so to move forward with a really big player like Octavian Lab was the next logical step. 

“Italy is a very exciting market that has doubled in size over the last seven years, and we’re thrilled to increase our reach significantly through this deal.”

The deal will grow Peter & Sons’ impact in Italy by increasing the visibility of its slot titles such as Barbarossa, Dragon Blox, Peter Hunter and Muddy Water. 

Emanuele Nocentelli, CEO at Octavian Lab, praised the deal, stating: “Our platform powers some of the biggest names in Italian gaming, and that means we always want leading-edge content. Peter & Sons are a breath of fresh air. 

“There’s no one reimagining casino gaming quite like Peter & Sons, and the result is a portfolio of inventive and unparalleled games that have a unique power to delight.”  

Peter & Sons realised its first activation in partnership with Octavian Lab last week by offering its slot releases to Eurobet. 

Alfredo Melloni, Gaming Director at Eurobet, added:  “We are excited to launch Peter & Sons’ innovative games into our portfolio. Their commitment to quality and creativity aligns perfectly with our mission to deliver exceptional gaming experiences to our customers. 

“We believe this collaboration will enhance our offering and further cement Eurobet’s position as a market leader in Italy.”

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The presence and influence of aggregation services on the industry has undoubtedly swelled to never-before-seen heights across recent times, with the speed and efficiency often hailed by studios as opposed to the contrasting direct integration avenue.

One such organisation making consistent waves within the space is Relax Gaming, whose Aggregation Business Director, Nicholas Hammon, recently celebrated a five-year anniversary leading the group’s aggregation commercial strategy and implementation.

In conversation with CasinoBeats, Hammon delves into the reasons behind an explosion in the demand of aggregators, the importance of truly meeting the wants and desires of players, how Relax Gaming truly stands out from an increasingly competitive space and much more.

CasinoBeats: Relax Gaming has long marketed itself as a leading force within the world of aggregation, what would you say is the most impressive element of your overall offering?

Nicholas Hammon: Relax Gaming has now amassed over 15 years of experience within aggregation, which is hugely impressive for any standalone aggregator, let alone a company that creates games and focuses on multiple verticals like we do. 

We pride ourselves on the fact that we have become the aggregator of choice for both operators and studios because of our dedication to responsibility and ensuring we are a reliable technical partner first and foremost. We have shown that we can connect them in the most efficient and effective way possible.

CB: Why do you think the popularity of game aggregators has skyrocketed in recent years, and what have you done to ensure you’re amongst those aggregators growing in stature?

NH: Operators and studios often face internal resource bandwidth challenges. An aggregation partnership such as ourselves can provide convenient solutions, which enables continued revenue growth for both parties. What might take years can be accomplished within months by working with the right aggregator.

Relax Gaming’s aggregation network provides studios with instant access to more than 300 operators across multiple markets. Equally, operators can gain access to more than 100 studios, ensuring they have an entertaining and varied game library at all times. 

Our ecosystem excels due to the synergy between our internal departments working together to optimise service delivery across all areas. We are a trusted source of knowledge providing invaluable insights, guidance and support for our partners.

CB: Just how important is it that aggregators focus on growing a deep understanding of player preferences, ensuring that they are offering a personalised experience on a market-by-market basis?

NH: Player preferences have always been an important consideration, but one that is increasingly in sharper focus due to the expansion of regulated market opportunities. It’s rare for one game or genre type to appeal to all players across all markets. 

I would consider a game that appeals to all audiences to be the holy grail of game production. Beyond this hole-in-one phenomenon, it is important for an aggregator to understand the common denominators across all markets and at the same time their unique qualities.

Market analysis and trend identification markers are therefore quintessential for success.

CB: Relax’s aggregation partners range from small up-and-coming studios to huge household names. Is there a one-size fits all approach to aggregation, or are there processes for each and every customer that comes through the door?

NH: The harnessing of mutual revenue growth is a shared characteristic across all Relax aggregation partnerships. What separates each and every relationship though is how we achieve this goal.

It is essential to tailor a commercial strategy accordingly in order to implement the correct plan of action. Commercial success can only be built upon by employing a strong foundation of technical excellence. This key principle is always at the forefront of our minds.

CB: You recently announced the launch of Relax Vantage, can you give us an insight into how its been received and what the future holds for it?

NH: Relax aggregation provides an environment for success with Relax Vantage being a continuation of this philosophy. This year marked the launch of this special product which is fast establishing itself as a game changer within the aggregation arena.

2025 will further establish Relax Vantage as the go to tool for both operators and studios to maximise revenue growth. If recent feedback is to be acknowledged, then Relax Vantage is sure to be the winning advantage in solidifying Relax as the aggregator of choice. 

The post The aggregation game – what makes Relax a driving force? appeared first on CasinoBeats.

The new tool will enable operators to split winnings amongst several players or groups of players, introducing a flexible approach to distributing prizes. 

The customisable distribution methods are said to suit various engagement strategies as operators become able to designate one primary winner to receive a significant prize, while other players share the remaining amount in the prize pot. 

Additionally, SOFTSWISS’ online casino partners can choose a second strategy where winnings can be divided equally or based on the number and size of each player’s bet. 

Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator, commented: “We continue to enhance the SOFTSWISS Jackpot Aggregator by adding more functionality and features that operators can tailor to their goals and launch campaigns to engage their players.

“Whether they want to attract players with a large prize pool within Prime Network Jackpot or offer winnings to multiple participants with Multi-Prizes, it’s clear that our solution’s capabilities meet the needs of all player segments. 

“The ability to quickly set up and test campaigns in the back office makes the process even more flexible and convenient.”

The tool has enhanced SOFTSWISS’ jackpot offering by allowing operators to stray from traditional jackpot prizes that are awarded to a single player. 

According to the provider, this will deliver ‘a richer and more interactive gaming experience’ by creating more frequent wins and broadening player involvement. 

SOFTSWISS’ Jackpot Aggregator solution recently saw an uptick in usage across Q3, as 38% of all jackpot bets were placed in its Prime Network Jackpot offering, surpassing Q2 2024’s 34%.

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As a result of the strategic partnership, 1X2 Network’s roster of operator partners will be able to add live casino titles that feature ‘dynamic 3D environments and innovative virtual hosts’ supplied by EEZE to their online casino platforms. 

“We are thrilled to partner with 1X2 Network to bring our innovative live casino content to an even broader audience,” said Graeme Powrie, Chief Commercial Officer at EEZE.

“1X2 Network has a fantastic reputation as a leading aggregator, and this partnership will allow us to grow our footprint while delivering exciting and immersive experiences to players around the world.”

EEZE games to be added to 1X2 Network’s aggregation hub include Absolute Blackjack, Roulette, and Baccarat, enhancing the aggregator’s third-party content hub that has been supplying operators since 2014. 

Kevin Reid, Chief Commercial Officer at 1X2 Network, added: “We’re delighted to add EEZE’s forward-thinking live casino content to our aggregation offering. Their commitment to providing high-quality, customizable gaming environments aligns perfectly with our mission to deliver the best possible content to our partners. 

“We are confident that our customers will enjoy this new and unique range of live casino experiences.”

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The igaming solution provider’s flagship aggregation service is connected to more than 1,200 casino brands and grew to over 23,500 games through expansions with new game studios in the quarter, with 280 individual suppliers now signed up to the platform. 

Recent companies to form an agreement with SOFTSWISS and gain access to the company’s network of operator partners include 100HP Gaming and Galaxsys.

SOFTSWISS’ Jackpot Aggregator solution also saw an uptick in usage across Q3, as 38% of all jackpot bets were placed in its Prime Network Jackpot offering, surpassing Q2 2024’s 34%. 

Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator, commented: “Previously, our clients could seamlessly integrate the Jackpot Aggregator to create brand-specific jackpots. This quarter, they have expanded their use by participating in Prime Network Jackpot campaigns, continuing to engage players effectively.”

The solution’s Tournament Tool also witnessed strong performance across Q3, as the number of clients using the tool increased by 80% compared to the previous quarter’s figures. 

SOFTSWISS also recently expanded this tool, allowing operators to incorporate tournaments into crash and live casino games. 

“We continue to enhance the SOFTSWISS Jackpot Aggregator’s functionality and pursue certification in new markets. It’s encouraging to see the growing interest among our clients,” added Angelina Stasiuk, Head of Business Line at the SOFTSWISS Jackpot Aggregator.

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