Relax Gaming secures IP rights to ReelPlay’s Infinity Reels

Sydney-based gaming supplier ReelPlay has agreed an intellectual property deal for its Infinity Reels mechanic with casino games developer Relax Gaming.

First unveiled in ReelPlay’s El Dorado slot, Infinity Reels sees each spin provide the chance to add an additional reel and respin with a progressive multiplier. The process of adding reels repeats itself, providing maximised winning potential for players.

Relax Gaming has attained the rights to the trademark and licence on behalf of all its partners, allowing the supplier’s in-house developers, Silver Bullet studios and Powered By partners the option of introducing the mechanic into upcoming games.

ReelPlay’s games were first distributed on Relax Gaming’s platform last year, with that deal expanded this year to include third-party content from ReelPlay’s studio partners such as Boomerang Games and Gameslab.

ReelPlay’s latest slot release, Giza Infinity Reels, launched on Relax Gaming’s platform in April and has top ranked on operator sites since launch.

“ReelPlay’s widely successful release of El Dorado Infinity Reels marked the introduction of a truly unique and original mechanic that we believe will be a big disruptor in the industry,” said Relax Gaming chief product officer Simon Hammon. “The IP deal reflects our commitment to enhancing value and passion for innovation. We look forward to delivering even more Infinity Reels games through our in-house and partner studios that will push the boundaries even further.”

ReelPlay chief commercial officer David Johnson said: “Proudly first to market with innovative and inspirational concepts, ReelPlay have only just scratched the surface of what is possible with Infinity Reels.

“ReelPlay expect this latest deal to unlock a world of new potential for all involved. Relax offer the perfect base to provide for competitive collaboration and we are excited to see how Relax and their partner studios incorporate the Infinity Reels IP into a wide variety of slot games.”

Separately, Stockholm-listed casino supplier NetEnt entered into an agreement earlier this week with ReelPlay to strengthen the rights associated with their respective InfiniReels and Infinity Reels trademarks.

NetEnt’s debut InfiniReels game, Gods Of Gold InfiniReels, will launch on 14 May . This follows ReelPlay’s El Dorado Infinity Reels launching last November and Giza Infinity Reels’ launch in April. In addition, ReelPlay’s Odin Infinity Reels will launch in June.

Under the terms of the agreement, both parties will work together to extend and protect their respective franchises of InfiniReels and Infinity Reels.

“In light of both companies independently following similar ideas, it made sense for us to come together to reinforce our unique propositions in a highly competitive market,” said NetEnt director of games Bryan Upton. “I would like to commend and thank ReelPlay for their innovative approach and for working together with us in these dynamic times.”

[This article was corrected on 29.04.20 after incorrectly stating that NetEnt had also agreed the same IP deal with ReelPlay as Relax Gaming. NetEnt and ReelPlay independently created the InfiniReels and Infinity Reels mechanics and are separately licensing it to others.]