The U.S. iGaming landscape is certainly a fierce one. Exacerbated by the fact that only seven states permit online casino activities. This represents a mere drop in the ocean when contrasted to the near 40 boasted by the dominant sports betting scene.
Despite this, while much competition is evident, several avenues remain open to make significant inroads, insists Matthew Hockenjos, commercial account manager for North America at Relax Gaming.
In conversation with SBC Americas a short time after joining the studio, he assesses progress thus far two-years after RLX Gaming entered the U.S., a lack of legislative progress and the associated challenges and how the group plans to rise above increasing competition.
SBC Americas:The end of the year will mark two years since RLX Gaming debuted in the U.S. market. To begin, could you talk us through what progress has been made during that time, and assess your current standing within the market?
Matthew Hockenjos: RLX Gaming is globally recognized for delivering some of the highest-quality slot content in the market, and we’re incredibly excited to bring that same caliber of games to North America.
While I’ve only recently joined the team, the groundwork laid by my predecessors has been outstanding. They built strong foundations by securing partnerships with tier-one operators, and today we’re proudly live with industry leaders including DraftKings, BetMGM, Rush Street Interactive and PlayStar
Our progress in just under two years has been significant, and we’re just getting started. Looking ahead to this fall, we’re on track to more than double our operator footprint in the U.S., a major step forward in our market expansion strategy.
That said, we recognize there’s still a lot of room for growth. The U.S. market is competitive and nuanced, but with the strength of our content, our commitment to innovation, and the caliber of our partnerships, we’re confident that RLX Gaming is well-positioned to become a leading force in North American iGaming.
SBCA: As you have previously stated, your own journey at the studio is in its relative infancy. What qualities would you say stood out that attracted you to the role?
MH: In my previous role at SBC, I had the unique opportunity to observe the iGaming industry from a broad, global perspective. That vantage point gave me a deep appreciation for what truly makes a studio stand out, not just in terms of game quality, but also in reputation, consistency, and culture. RLX Gaming was a clear winner.
From the outside looking in, I was always impressed by standout titles like the Tumble series, Money Train and Bill & Coin. These are beautifully designed games that offer not only top-tier visuals, but also exhibit deeply engaging and innovative gameplay.
What really drew me in was what I saw behind the scenes, a company culture that prioritizes collaboration, creativity and excellence. RLX has cultivated a team of incredibly talented people who are highly respected throughout the industry.
So, when the opportunity arose to join RLX Gaming, I saw it as a chance to be part of a winning team and take on a new challenge where I could contribute in an exciting way.
SBCA: Could you talk us through the plans for growth within the U.S. and how this will be achieved?
MH: As I mentioned earlier, we’re entering an exciting phase of growth in the U.S. market. In the coming months, we expect to double the number of operators we’re live with, which will significantly expand our reach and player visibility.
Looking ahead to 2026, we’re also actively exploring opportunities to launch in additional regulated states, which will further solidify our footprint in North America.
What’s key for us is not just being live in more places, it’s ensuring that our games are truly resonating with players. With my background in player engagement from the operator side, I’m particularly focused on working closely with our partners to tailor campaigns, position content effectively, and make sure our titles become as beloved in the U.S. as they are in other global markets.
As we scale, consistency will be critical. That means consistently adding high-quality partners, consistently delivering top-tier content, expanding into new jurisdictions at the right time and continuing to foster collaborative, strategic relationships with our operators. It’s a long-term play, and we’re committed to doing it the right way.
SBCA: What are the major challenges associated with achieving lofty expectations given the competitive nature of the market, and lack of legalized iGaming jurisdictions when contrasted with its sports betting counterpart?
MH: Entering any new market comes with challenges, but the U.S. presents some unique complexities. Each state operates with its own set of regulations, essentially functioning like individual countries from a compliance standpoint.
This fragmentation makes certification and game releases more intricate and time-consuming compared to more centralized jurisdictions. On top of that, the disparity between the expansion of sports betting and iGaming is significant.
While over 30 states have legalized online sports betting, only seven currently permit online casino gaming. So, despite it being over a decade since New Jersey led the charge with regulated iGaming, the market as a whole is still in its early stages of development.
That said, we see this as an opportunity as much as a challenge. There’s still tremendous room for growth, and we’re optimistic about the direction the industry is heading.
With RLX’s world-class content and a team that knows how to navigate both the regulatory and commercial sides of the business, we’re confident that we’ll continue to gain traction and establish ourselves as one of the leading slot studios in the U.S.
SBCA: In terms of the product roadmap, what have you found that particularly resonates with players? How do you propose to capitalize on these findings?
MH: One of the clear standouts in our portfolio is the Tumble series – Temple Tumble, Temple Tumble 2, and Templar Tumble. These games have performed exceptionally well globally, and we’re seeing that same strong player response in the U.S. market. Alongside those, titles like Great Western, The Great Pigsby, and Bill & Coin have also gained real traction with U.S. players.
What’s exciting is that we have sequels to all of these player-favorites coming soon to the U.S. market. Developing successful series gives us a real advantage, it allows us to build player loyalty and deepen engagement over time.
In a market with thousands of slot options, familiarity and narrative continuity go a long way in helping players find something that not only entertains, but keeps them coming back.
I’m also particularly excited about the upcoming release of Bonsai Dragon. It’s visually stunning, and I believe its unique design and gameplay mechanics will resonate well with U.S. audiences.
Looking ahead, RLX has a deep back catalog and a relentless focus on innovation. To capitalize on that, it’s essential we stay closely aligned with our operator partners – listening to what their players want and supporting them with localized strategies, promotions, and data-driven insights.
That’s where this role is especially rewarding for me: it blends the analytical with the creative. It gives me a hands-on opportunity to influence how we position our content and ensure we’re delivering experiences that truly resonate in the U.S. market.
