Relax Gaming partners with bet365 to expand Italian market presence

• Relax Gaming launches its full portfolio of proprietary games on bet365.it
• Partnership includes flagship titles Money Train 3, Book of Power and Net Gains
• Deal strengthens Relax Gaming’s position in Europe’s competitive regulated markets

Relax Gaming has launched its complete suite of proprietary content on bet365’s Italian platform, marking a significant expansion into one of Europe’s most competitive regulated markets. The supplier went live on bet365.it this month, delivering both flagship titles and third-party games through the its aggregation platform.

The integration includes popular titles such as Money Train 3, Book of Power and Net Gains alongside a curated selection of third-party games via Relax Gaming’s award-winning aggregation platform. The move positions Relax Gaming to tap into bet365’s substantial Italian player base whilst strengthening its European footprint.

Italy represents a strategic market for iGaming suppliers due to its robust regulatory framework and competitive landscape. The partnership allows Relax Gaming to leverage bet365’s established market presence and reach a broader audience in the region.

“Partnering with bet365 in Italy represents a significant leap forward in our European expansion,” said Kristina Hambardzumyan, Head of Business Development at Relax Gaming. “Italy remains a vital market for us, and teaming up with a powerful brand like Bet365 gives our content immediate visibility and credibility with a wide audience”.

“Our portfolio is designed to deliver strong retention and standout performance, and we’re confident it will bring exceptional value to their Italian operations”, she added.

bet365 welcomed the partnership as part of its broader strategy to enhance its gaming portfolio across regulated markets.

 “Relax Gaming has built a strong reputation for innovation and quality, and we’re pleased to welcome their content to our Italian offering.” bet365 commented.

“Expanding our games line-up with proven performers supports our strategy of delivering fresh, engaging entertainment to players across all regulated markets.”

The operator noted that expanding their games selection with proven performers supports their strategy of delivering fresh entertainment to players across regulated markets.

Earlier this month, Relax appointed Antonia Svensson as chief commercial officer as the company prepared for its next phase of global commercial expansion. The supplier also went live with Hard Rock Bet Casino, expanding the operator’s content portfolio in New Jersey through its US-facing brand, RLX Gaming.