Relax Gaming Expands AvatarUX Partnership on Powered By Relax
Relax Gaming has expanded its partnership with AvatarUX by launching the studio’s complete slot portfolio on the Powered By Relax (P2P) platform, further strengthening its position within the global iGaming industry. The relationship initially began when AvatarUX joined Relax’s Silver Bullet programme in 2023, a framework designed to fast-track selected studios into its aggregation network.
The latest move transitions the collaboration from selective title distribution to full-scale integration, reflecting deeper strategic alignment in the increasingly competitive B2B iGaming space.
Operators connected to Relax’s aggregation platform can now access all 90 AvatarUX titles through a single commercial and technical agreement. The portfolio includes the PopWins™ series, LooneyPop™, 3 Power Genies, Fruitillionaire and a range of Hold&Win and feature-led releases strengthening Relax’s overall casino game offering for partners.
Relax Gaming’s Aggregation Model Gains Depth
Relax Gaming has built its market position around a hybrid model combining proprietary development with third-party aggregation, a structure central to scale in modern iGaming. The strategy aligns with the supplier’s broader expansion trajectory under its current leadership, detailed in our analysis of Relax Gaming’s growth under Martin Stålros. Its Powered By Relax programme enables studios to distribute content across regulated markets while improving operational efficiency for operators.
Integrating AvatarUX’s full catalogue increases portfolio depth and strengthens Relax’s value proposition for operators seeking differentiated, mechanic-led content. As aggregation competition intensifies, recognisable feature-driven portfolios offer clear commercial leverage.
By consolidating the entire AvatarUX suite under the P2P framework, Relax streamlines procurement, compliance and integration within a single structured agreement.Jennifer Buttigieg, Head of Commercial & Partnerships at Relax Gaming, said the move reinforces the company’s focus on strategic studio expansion.
AvatarUX Expands Global Operator Reach
AvatarUX has positioned itself as a mechanic-driven slot studio, recognised for proprietary features such as PopWins™ and volatility-balanced gameplay models aimed at supporting engagement and retention metrics valued by iGaming operators.
The full integration into Powered By Relax significantly broadens the studio’s operator footprint. Rather than distributing selected titles under the Silver Bullet route, AvatarUX can now scale its entire portfolio across Relax’s global aggregation network, accelerating growth within regulated markets and strengthening its presence in the wider iGaming industry.
Andrew Foster, CEO at AvatarUX, said the expanded collaboration enables the studio to increase international exposure while maintaining its established gameplay identity.
Commercial Implications for Operators
For iGaming operators, the integration provides streamlined access to a proven 90-game portfolio within a single contractual and technical framework. This reduces integration complexity while expanding differentiated casino game supply, particularly for brands seeking mechanic-led content with established player traction.
The move reflects a broader structural shift within the B2B iGaming sector, where scale, aggregation efficiency and portfolio depth are increasingly decisive competitive factors.
With AvatarUX’s full portfolio now live, Relax Gaming strengthens its aggregation proposition while supporting supplier expansion in a rapidly consolidating iGaming industry environment. The supplier has simultaneously expanded its proprietary innovation pipeline, including the launch of Olympus 7 Dream Drop within its Dream Drop jackpot ecosystem.
Source : Relax Gaming
