Simon Hammon: “US players may take time to get to know us, but they will”

We sit down with Relax Gaming CEO Simon Hammon to discuss the company’s next steps and present-day challenges in the US market. After entering the United States through BetMGM in New Jersey several months ago, Relax Gaming is now poised to grow. Yet, this will take time as players learn about the supplier, and learn the ropes of what Hammon proudly presents as a highly innovative portfolio of games. Hammon and his team are confident that over time, players will catch up and start looking forward to Relax’s latest releases. In the meantime, the company is also plotting its next move which will include launches in regulated states such as Pennsylvania and Michigan.

Q: This is a huge milestone for your company, but we want to ask – why have you left it until now to launch in the United States? Did you feel that an earlier time would not have had the same impact?

The US market is showing great signs of continued momentum and growth and whilst entry into the US earlier can have its advantages, Relax has been in a key phase of strategic growth.

In recent years we have focused on building our position in the European regulated landscape, entry into the US market without this foundation would have been premature.

Ultimately, I believe our entry into the US has come at the right time for Relax as we look to well and truly capitalise on its growing market potential.

Q: New Jersey has been the go-to choice for many suppliers. What do you think of the local competition as the market does not lack established suppliers? Do you think your games will be recognized by BetMGM’s players?

New Jersey is often seen as the entry point for many in the US as it’s a well-established regulatory framework and body. The market also offers a wide selection of customer opportunities and healthy player familiarity.

The increase in the number of suppliers has brought a deepening of player experience and familiarity with a wide array of slots, mechanics and designs which also should make the introduction of Relax content a smooth ride. Relax is a highly innovative studio and I am sure it will take time for player resonation when it comes to content. It can take time to enter and build a brand standing within a new market, but we are confident that with successive strong titles players will soon love and look forward to our releases.

Q: How is the US market different from other jurisdictions you have operated in and why is it important for your future growth?

The US hold many similarities to effectively regulated markets where you are required to hold a license, meet compliance requirements and make necessary game adaptations.

There are also player preferences that vary from country to country and the US is no exception. The US is, with the states that are available to date, a very attractive and fast-growing one right now, let alone in 5 to 10 years when the market has evolved.

In brief, any supplier who has long-term strategic ambitions needs to factor in US expansion and presence.

Q: What is the next big project in the US market you want to embark on in the coming months?

Our entry into New Jersey with BetMGM as a partner is just the beginning. Naturally, we have big plans for the US market but will do so in a controlled fashion.

Key regulated states like Pennsylvania and Michigan are our next natural steps as well as strategically growing our distribution base with the key operators in the market. The next projects are in place to help build our visibility amongst both operators and players.

Q: What are the challenges to implementing this plan?

Any market expansion comes with challenges, which is something that is not a new experience for us. Time is a big challenge; it will take time for us to mature our distribution and also to make players both trust and fall in love with Relax content. We do not see the US as a ‘quick win’ - it's a long-term strategic investment that we feel will pay off and help position Relax as a truly global supplier.

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