Relax Gaming Coming to America
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Nadiya Attard of Relax Gaming
Nadiya Attard

Relax Gaming made its mark in the European iGaming industry by producing such hit games as the Money Train and Money Cart franchises. It is now planning to replicate that success in the US. 

Ahead of Relax exhibiting its range of platform technology and games content at this month’s SBC Summit North America in New Jersey, the company’s Chief Commercial Officer Nadiya Attard told us about the US launch plans.

SBC: Before we kick off, for our US readers who might not yet be familiar with Relax Gaming and its iGaming platforms and games, what are your plans for SBC North America? 

Nadiya Attard: We plan to spread the word about our record-breaking portfolio to all who will listen! We’re confident that we can make a strong name for ourselves in the States with our industry-leading titles. 

Our plans for SBC North America involve us networking with potential clients, reconnecting with current clients, and discussing growth opportunities with them all.

SBC: As your first step into the North American market, Relax has been live in Ontario for a year already. Can you talk us through your experience so far in Canada? 

NA: So far Ontario has proved to be an ideal market to operate in. There is certainly a strong framework in place for neighboring provinces, which may be likely to follow suit considering Ontario’s evident success. With sensible regulations and a very healthy and safe approach to iGaming content, there are vast opportunities for players to explore and engage with. 

We were among the first to join the market one year ago and so far, we’ve seen very positive growth. I have no doubt this will only increase – making it a very exciting time for our brand.

SBC: Looking to the US, which will no doubt be your second move after Ontario, what are your plans for moving south? 

NA: We have big plans for the US and can’t wait to see how American players receive our content. We’ve been planning this market entry for some time, so as you can imagine, we’re on the edge of our seats as we wait for everything to unfold. 

We will leave no stone unturned in our thinking, and we are in a strong position to make an instant impact on the US player base. I’m very confident that our games are going to be hugely popular with local audiences.

SBC: As one of Europe’s best-established studios and platform providers, what can we look forward to with your initial steps into the US? 

NA: The US has a lot to look forward to, with Relax giving the market a lot of focus in terms of research throughout 2023, ensuring we make our mark immediately. We expect the audience to vary quite significantly from the European and LatAm crowd we’re well accustomed to, although there are aspects of cultural crossover between Europe and the US which will certainly help, so we will be looking to optimize in every way possible. 

Given how our products have performed in Europe’s more mature markets, we expect the eventual transition into the US to go relatively smoothly. The recent market shift from traditional physical betting to online means we have a lot to learn about how players are behaving and where there might be gaps for us to occupy. 

SBC: When it comes to content for US players, what do you expect will prove to be a hit stateside? 

NA: Our signature adrenaline-pumping features and mechanics have stolen the hearts of many around the world and we’re confident that the US player base will respond as positively. 

SBC: Looking at your recent debuts in Latin America and Spain, how are you planning to translate that into US success? What will you be bringing to the table? 

NA: As always, we’re looking to differentiate in the US market by satisfying the wants and needs of players better than any other competing supplier. This involves getting to know our new demographic of players and monitoring their behavior. 

This tactic has served us well for LatAm and Spain in particular, where we are driving progress and expanding at pace. We hope that the US will be no different. By keeping our finger on the pulse of the gaming scene, we hope to bring innovative and engaging content to the table in 2023. 


The SBC Summit North America conference and tradeshow takes place at the Meadowlands Exposition Center, New Jersey on May 9-11, 2023, and features a speaker lineup comprising 300 renowned sports betting and iGaming industry experts. Click here to book your event pass

To book a meeting with Relax Gaming at booth A105, contact the team via [email protected]