Relax Gaming expands in Italy with Bet365 deal

Relax Gaming, a well-established iGaming aggregator and provider of award-winning content, has entered into a new partnership with Bet365 in Italy. This agreement enhances Relax Gaming’s footprint in one of Europe’s most competitive regulated gambling markets. The collaboration brings Relax Gaming’s proprietary games, alongside its third-party aggregated titles, directly to Bet365’s Italian customers through its platform bet365.it.

The move marks another strategic milestone for Relax Gaming as the company continues to expand in jurisdictions where regulated frameworks demand quality, compliance, and strong player engagement. For Bet365, one of the world’s most recognised online gaming operators, the partnership reflects its ongoing strategy to enrich its content offering with innovative, reliable, and engaging titles.

Relax Gaming’s role in the iGaming sector

Relax Gaming has become a respected name within the iGaming sector due to its ability to deliver a wide portfolio of games and aggregation services. Over the years, the company has developed proprietary hits such as Money Train 3, Book of Power, and Net Gains. These titles have gained recognition for their distinctive mechanics, graphics, and appeal to a wide range of player demographics.

In addition to its in-house portfolio, Relax Gaming operates a well-regarded aggregation platform that allows partner studios to distribute their games efficiently across multiple markets. This dual model—proprietary content and aggregated third-party content—has helped the company build relationships with operators of all sizes, ranging from emerging regional firms to global brands.

Its commitment to regulated markets is evident in its licensing strategy, which prioritises compliance, localisation, and player protection. By entering Italy through Bet365, Relax Gaming further solidifies its credentials as a trusted partner for operators in jurisdictions with stringent regulatory requirements.

The significance of the Italian online gaming market

Italy represents one of Europe’s most dynamic but also tightly regulated gambling environments. Since online gambling was legalised, the market has attracted major operators and content suppliers who see value in its diverse and mature customer base.

The Italian gambling market is characterised by:

• Strict regulation under the supervision of the Agenzia delle Dogane e dei Monopoli (ADM), which ensures operators and suppliers adhere to compliance and responsible gaming measures.
• Strong consumer demand with players seeking both traditional and innovative online casino content.
• High competition, as multiple international operators vie for market share alongside established local brands.

For content suppliers like Relax Gaming, success in Italy requires not just quality content but also alignment with regulatory standards and cultural preferences. Games must be adapted to local tastes, including language, visual themes, and betting structures, while ensuring that they meet ADM requirements.

Details of the partnership with Bet365

Under the new partnership, Bet365 has integrated Relax Gaming’s full suite of proprietary titles into its Italian platform bet365.it. This includes flagship games such as:

• Money Train 3 – a high-profile release that builds on the success of earlier instalments with innovative mechanics and strong visual design.
• Book of Power – a feature-rich title blending classic slot themes with modern enhancements.
• Net Gains – a game known for its engaging player experience and high entertainment value.

Alongside these, Bet365’s players in Italy gain access to a curated catalogue of third-party titles distributed via Relax Gaming’s aggregation platform. The platform is well-regarded in the industry for connecting innovative independent studios with large-scale operators.

For Bet365, the integration means immediate diversification of its Italian portfolio, offering customers a wider selection of engaging games. This supports the operator’s commitment to delivering variety and quality in regulated markets.

Statements from Relax Gaming and Bet365

Kristina Hambardzumyan, Head of Business Development at Relax Gaming, commented:

“Partnering with bet365 in Italy represents a significant leap forward in our European expansion. 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.”

A spokesperson for Bet365 also shared the company’s perspective:

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

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

Strategic importance of the collaboration

This partnership is strategically beneficial for both companies.

For Relax Gaming, the deal enhances its European presence, specifically in a mature and challenging market like Italy. The exposure from Bet365’s player base helps reinforce its reputation as a global supplier of choice.

For Bet365, the collaboration provides an opportunity to broaden its Italian portfolio with tested and well-received titles. In a competitive environment where customer retention is crucial, access to new and diverse content strengthens its market offering.

The cooperation also highlights the increasing importance of partnerships between content creators and major operators. In regulated jurisdictions, operators seek trusted suppliers who can deliver compliance-ready games that resonate with local audiences.

The growth trajectory of Relax Gaming

Relax Gaming has consistently pursued expansion into regulated markets worldwide. Its licenses include multiple European jurisdictions, and its aggregation platform continues to attract studios seeking access to broad networks.

The company has also earned industry recognition through awards for innovation, game design, and aggregation services. These accolades, combined with strategic partnerships like the one with Bet365, signal its continued growth trajectory in the global iGaming space.

Market trends influencing such partnerships

Several industry trends underpin the importance of collaborations such as the Relax Gaming–Bet365 deal:

• Demand for localisation – Players in regulated markets increasingly expect games tailored to their language, culture, and betting habits.
• Focus on responsible gaming – Both regulators and operators require suppliers to provide tools and content aligned with safe gaming practices.
• Diversification of content – Operators seek wide-ranging portfolios to appeal to different segments of their customer base, from casual players to high-value users.
• Globalisation of operators – Large brands like Bet365 seek to standardise their offerings across markets while still adapting to local needs.

These dynamics make partnerships between global operators and innovative suppliers both necessary and strategically valuable.

Conclusion

The collaboration between Relax Gaming and Bet365 in Italy represents a mutually beneficial partnership that strengthens both companies’ positions in a competitive regulated market. For Relax Gaming, it provides visibility and reach through one of the industry’s leading operators. For Bet365, it adds proven, high-quality content to its Italian offering.

As the iGaming sector continues to evolve, such alliances are likely to shape the competitive landscape in regulated jurisdictions across Europe and beyond. By prioritising quality, compliance, and localisation, companies like Relax Gaming are well positioned to thrive in markets that demand both innovation and responsibility.

FAQs

What is Relax Gaming known for?
Relax Gaming is known for providing proprietary casino games such as Money Train 3 and for its aggregation platform that distributes third-party titles to major operators.

Why is Italy important for iGaming companies?
Italy is one of Europe’s largest regulated online gambling markets, offering a mature player base, strict regulation, and strong competition that makes it valuable for global suppliers.

Which Relax Gaming titles are available on Bet365 Italy?
Bet365 Italy now offers Money Train 3, Book of Power, Net Gains, and a range of aggregated third-party titles.

What does Bet365 gain from this partnership?
Bet365 gains access to a wider portfolio of high-performing games, supporting its strategy of offering engaging and diverse entertainment to Italian players.

How does Relax Gaming support compliance in regulated markets?
Relax Gaming works closely with regulators to ensure its content meets local requirements, including responsible gaming standards and technical certifications.

What makes the aggregation platform of Relax Gaming unique?
The platform connects innovative independent studios with global operators, enabling efficient distribution while maintaining compliance and quality.

How will Italian players benefit from this partnership?
Italian players will enjoy a broader range of high-quality games that combine proven mechanics, innovative features, and engaging gameplay.

Is this partnership exclusive to Italy?
The partnership focuses on the Italian regulated market, though both companies maintain broader global operations.

What are the long-term goals of Relax Gaming in Europe?
Relax Gaming aims to expand its presence across key regulated European jurisdictions while maintaining a reputation for quality, compliance, and innovation.

Why do operators like Bet365 collaborate with content providers?
Operators partner with suppliers like Relax Gaming to diversify their offerings, attract new customers, and retain existing players through engaging and reliable content.