Relax Gaming Adds Imagine Live To Powered By Relax Live Casino Roster

Powered By Relax is the aggregator's commercially independent distribution channel, one of two routes Relax Gaming uses to bring third-party content to its operator partners alongside the Silver Bullet programme. 

Under the new deal, Imagine Live's live dealer tables and game show titles become available to operators already integrated with Relax's Apex platform.

Imagine Live runs more than 200 live tables from studios in Armenia, Romania and Spain, covering more than 18,000 square metres of studio space. 

The company, launched in 2022, holds licences from the UK Gambling Commission, the Malta Gaming Authority, Romania's ONJN, and the Hellenic Gaming Commission, and supplies content tailored to 16 regulated markets, including the UK, Malta, Sweden, Romania, Belgium, Greece and Brazil. 

The studio also runs AI-driven tools across its operations for security, risk monitoring and dealer behaviour tracking.

Jennifer Buttigieg, head of commercial and partnerships at Relax Gaming, said Imagine Live had "quickly established itself as a provider that challenges conventions within the live casino space." 

She said its mix of table games, original game show formats and studio production made it "a valuable addition to our Powered By Relax programme," adding that Relax is "always looking to partner with studios that bring something genuinely different to operators."

Nadiya Attard, chief commercial officer at Imagine Live, called the deal "an important next step in Imagine Live's international growth strategy." 

She said Relax Gaming's "proven track record, extensive operator network and commitment to quality" made it "the ideal partner for our next phase of growth," and that joining Powered By Relax would help the studio "scale internationally across key regulated markets."

Relax Gaming, founded in 2010, distributes more than 4,000 casino games to over 700 online casinos and holds licences including Ontario's AGCO, the Malta Gaming Authority, the UK Gambling Commission, Sweden's Spelinspektionen and Romania's ONJN. 

The company also operates under the RLX Gaming name in newer markets, including a US aggregation launch with ReelPlay earlier this year.

The deal is the latest addition to Relax Gaming's live casino roster and comes as aggregators compete to widen their studio partnerships to match operator demand for differentiated live content. 

For operators evaluating live casino suppliers, the tie-up adds another studio option through an aggregator already integrated across most major regulated markets. 

Readers can follow further B2B supply deals in Gambling.com's industry news section.