ReelPlay
ReelPlay is a Sydney-based B2B slot game studio that develops and licenses proprietary HTML5 slot games — including its trademarked Infinity Reels™ and 10K WAYS™ mechanics — to regulated online casino operators globally through multiple aggregation platforms and direct partnerships.
- Company typePrivate
- Founded2014
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ReelPlay does
ReelPlay is a Sydney-based B2B slot game studio that develops and licenses proprietary digital slot content to regulated online casino operators worldwide. Founded in 2014 as Chance Interactive and rebranded to ReelPlay in July 2019, the company operates with 11-50 employees and holds a UK Gambling Commission license (account 54430). Its core technology is HTML5 slot game development with in-house 3D design, animation, and custom math models, anchored by two signature proprietary mechanics: Infinity Reels™, an expanding-reel mechanic with progressive multipliers and an 888x jackpot at 15 reels, and 10K WAYS™, offering up to 10,000 ways to win. ReelPlay also produced the world's first Infinity Reels™ X Megaways™ combination slot and integrates with Yggdrasil's GATI toolkit for regulation-ready distribution.
The company monetizes through three streams: (1) B2B game licensing to operators via aggregation platforms, (2) licensing of the Infinity Reels™ trademark and mechanic to other game studios (Scientific Games, PG Soft, Live 5, BB Games, Relax Gaming), and (3) studio services covering game build, math, marketing, integration, and commercial support for partner studios under its Powered By program. Pricing is negotiated per operator and not publicly disclosed.
ReelPlay distributes through Light & Wonder (4-year, 12-games-per-year deal), Relax Gaming, SG Digital's OGS, Yggdrasil YG Masters, Playzido, and RLX Gaming in the US, reaching hundreds of operators. Direct enterprise relationships include LeoVegas, 888casino, DraftKings, BetMGM, FanDuel, Wynn, and Golden Nugget Online Casino. Eilers & Krejcik Gaming ranked ReelPlay #1 Slots Supplier in its inaugural North American Online Game Performance Report.
ReelPlay firmographics
Firmographics- Name
- ReelPlay
- Legal name
- Chance Interactive Pty Ltd
- Website
- https://reel-play.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ReelPlay is a Sydney-based B2B slot game studio that develops and licenses proprietary HTML5 slot games — including its trademarked Infinity Reels™ and 10K WAYS™ mechanics — to regulated online casino operators globally through multiple aggregation platforms and direct partnerships.
- Ownership category
- akta.pro rank
ReelPlay industry classification
Industry- Product category
- iGaming Slot Content
- NAICS
- Other Gambling Industries (713290)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer) (MPAEABAJ)
Keywords
Where ReelPlay is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
ReelPlay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Game Licensing to Operators: ReelPlay creates digital gaming content licensed to the world's leading regulated casino operators. Operators pay licensing fees to offer ReelPlay's proprietary slot games on their platforms.
- IP Licensing: ReelPlay licenses its Infinity Reels trademark and mechanic to other game studios (e.g., Scientific Games, PG Soft, Live 5, BB Games, Relax Gaming) for use in their own game productions, generating licensing revenue.
- Studio Services: ReelPlay offers game build, math, marketing, integration and commercial expertise to partner studios looking to take their own content to the online market. Services include development assistance, promotional features, and distribution support.
Go-to-market motion2 records
Distribution channels9 records
Marketing channels6 records
ReelPlay product offering
Product offeringCore offering
ReelPlay is a Sydney-based B2B slot game studio that designs, develops and licenses HTML5 digital slot gaming content — including proprietary Infinity Reels™ and 10K WAYS™ mechanics — to regulated online casino operators worldwide. The company also provides game build, math, marketing, integration and commercial expertise services to partner studios, and licenses its Infinity Reels™ IP and trademark to other game studios for use in their own productions.
Product overview
ReelPlay is a Sydney-based B2B slot game studio that creates digital gaming content for license to regulated casino operators. Founded in 2014 as Chance Interactive and rebranded in 2019, the company operates as a 'mothership' for a network of partner studios. ReelPlay's product portfolio includes proprietary branded slot games (Hypernova Megaways, El Dorado Infinity Reels, Money Mariachi Infinity Reels, Buster Hammer Carnival, and others) and two signature IP mechanics: Infinity Reels (adds expanding reels with progressive multipliers) and 10K WAYS (high-way mechanics with up to 10,000 ways to win). The company also operates a Powered By partnership program enabling third-party studios to distribute content through ReelPlay's aggregator network, and licenses its Infinity Reels IP to other game studios including Relax Gaming, Scientific Games, and Yggdrasil. ReelPlay offers game build, math, marketing, integration, and commercial expertise services to partner studios.
Differentiator
Problem solved
Functional benefit
Products and services
- Hypernova Megaways Galactic-themed Megaways slot offering up to 117,649 ways to win with cascading reactions and a Hold & Respin bonus round; licensed to regulated online casino operators.
- El Dorado Infinity Reels Aztec-themed slot debuting ReelPlay's proprietary Infinity Reels mechanic where each winning spin adds an additional reel with a progressive multiplier, capped by an 888x jackpot at 15 reels.
- 10,000 Wonders 10K WAYS Intergalactic-themed slot featuring ReelPlay's proprietary 10K WAYS mechanic with up to 10,000 ways to win and massive win potential.
- Hypernova 10K Ways Space-themed slot using the 10K WAYS mechanic with cascading wins and a Hold and Win style bonus round featuring up to 2,000x Platinum bonus.
- Money Mariachi Infinity Reels Mexican-themed Infinity Reels slot featuring bonus round collectable mechanics, LevelUp Respins and up to 50,000x bet max win.
- Giza Infinity Reels Egyptian-themed Infinity Reels slot featuring a scaling multiplier in free spins and a second chance gamble feature.
- Odin Infinity Reels X Megaways Norse mythology slot and the world's first combination of Infinity Reels and Megaways mechanics, offering up to 888x jackpot at 12+ reels.
- Thor Infinity Reels Norse mythology Infinity Reels slot featuring Jackpot Respins triggered by six or more Hammer symbols and an 888x bonus at 15 reels.
- Age Of Beasts Infinity Reels Fantasy-themed Infinity Reels slot featuring a Bonus Wheel with instant win prizes up to 1,000x.
- Buster Hammer Carnival Carnival-themed slot with 5x5 layout offering 3,125 paylines in the base game and expanding to 32,768 ways during the Mighty Free Spins feature.
- Tiki Infinity Reels X Megaways Tropical-themed slot combining Infinity Reels and Megaways mechanics with Pacific island aesthetics and 888x jackpot potential.
- BANANAZ 10K WAYS Monkey-themed slot in the 10K WAYS franchise featuring Monkey Mike as wild and Bonus Respins triggered by four or more Banana Bunch symbols.
- ARRR! 10K WAYS Pirate-themed slot in the 10K WAYS franchise offering up to 20,000x max win potential and a gamble feature.
- Shamrock Money Pot 10K WAYS Irish-themed slot in the 10K WAYS franchise featured on the ReelPlay homepage.
- Gems Infinity Reels Gem-themed Infinity Reels slot; the first multi-reel Infinity Reels game with up to four reels unlockable during play.
- Hypernova Infinity Reels Space-themed Infinity Reels slot debuted exclusively at LeoVegas before general Relax Gaming network release.
- Professor Clank's Combinator Robot-themed slot featuring cascading gameplay mechanics with ways, reactions, morphs and boosters.
- The Trolls' Treasure Scandinavian folklore-themed slot featuring a Wheel Feature and free spins with additional top value symbols.
- Mermaid Reef Underwater-themed slot and an industry first offering both Buy A Bonus and Gamble Win features in a single slot.
- Big Bucks Bandits Megaways Wild West-themed Megaways slot with up to 117,649 ways featuring a Double Cross Feature Gamble.
- Atlantis Megaways Underwater adventure Megaways slot with 117,649 ways, chain reactions and jackpot prizes up to 2,000x bet; the first Megaways release on the YG Masters platform.
- Zodiac Infinity Reels Zodiac-themed Infinity Reels slot co-developed with Resorts Casino NJ, featuring a Zodiac Wheel and jackpot prizes.
- Mega Pearl Gigablox Chinese temple-themed slot incorporating Yggdrasil's Gigablox mechanic with 40 paylines and guaranteed giant symbols.
- We$t Coa$t Ca$h Infinity Reels Urban hip-hop themed Infinity Reels slot featuring old skool beats and strong win potential.
- Hypernova Radial Reels Space-themed slot featuring ReelPlay's Radial Reels mechanic with star-inspired visual presentation.
- Joker Super Reels Classic dual-stepper style slot incorporating ways mechanics for volatility seekers with an ante into the Super Game feature.
- Dynamite Mine Explosion Mining-themed slot released as exclusive pre-release via Videoslots on the Relax Gaming network.
- Odin Wild Hunt Norse mythology-themed slot released as exclusive pre-release via Videoslots on the Relax Gaming network.
- Lucky Lady Leprechaun
Quantifiable outcome
- 10,000 Wonders 10K WAYS and Hypernova Megaways ranked in top 5 across online slots indexing 9x and 8x competition respectively
- +4 more outcomes
Companies that use ReelPlay
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
ReelPlay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
ReelPlay partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, minor and major.
- RLX GamingcoreRLX Gaming is the US arm of Relax Gaming. ReelPlay is the first aggregation partner for RLX Gaming's new igaming aggregation platform. Platform rollout scheduled for New Jersey and Pennsylvania, with additional US states planned.
- Light & WondercoreFour-year deal (October 2023) extending existing partnership. Light & Wonder distributes 12 new ReelPlay games annually on an exclusive first-to-market basis to operators in North America and worldwide. ReelPlay's games distributed via Light & Wonder's market-leading aggregation platform. Variable RTPs being produced for all new games.
- British Columbia Lottery Corporation (BCLC)minorReelPlay and Light & Wonder partnered to deliver ReelPlay games to BCLC for the first time. Hypernova Megaways was the first game launched, with schedule of further content planned.
- EQL GamescoreEQL Games uses proprietary RGS technology to integrate ReelPlay games for iLottery content to North American lotteries. Second studio added to EQL Games lottery content aggregator. Debut in Q1 2023 through Michigan Lottery's iLottery platform. Plans to introduce Professor Clank's Combinator and 10K WAYS family games.
- BeyondPlayminorPartnership enables ReelPlay games to benefit from BeyondPlay's multiplayer-enabled games portfolio. BeyondPlay, founded in 2021 and backed by LeoVentures, allows players to share gaming experiences online.
- BojokominorReelPlay games featured on Bojoko, an EGR award-winning gambling affiliate site. Bojoko provides casino listings and game supplier listings, enabling players to understand ReelPlay's slots offering. Bojoko operates in UK, US, and Canada.
- Yggdrasil (YG Masters Program)coreReelPlay participates in Yggdrasil's YG Masters program. Games deployed via GATI technology enabling preconfigured, regulation-ready, standardized development toolkit for rapid distribution. Multiple game releases including Atlantis Megaways, Giza Infinity Reels, Thor Infinity Reels, Odin Infinity Reels X Megaways.
- BB GamesmajorBB Games, UK-based slots studio, signed IP licensing deal for ReelPlay's Infinity Reels trade dress and mechanic. ReelPlay also provides build and distribution for the game, plus Sales & Marketing consultancy.
- Live 5majorUK-based slot developer Live 5 secured licensing rights for ReelPlay's Infinity Reels mechanic. Live 5 to use the IP in a series of new slot games.
- PG SoftmajorPG Soft acquired IP rights to ReelPlay's Infinity Reels mechanic via Relax Gaming brokered deal. Enables PG Soft to incorporate the innovative mechanic into their future game productions.
- Scientific Games / SG DigitalcoreScientific Games distributes ReelPlay content via OpenGaming System (OGS). First New Jersey launch with Golden Nugget Online Casino. Extended partnership with Infinity Reels IP license for Book of Ultimate Infinity game.
- Relax Gaming (Infinity Reels IP)majorRelax Gaming signed IP deal for Infinity Reels trademark and mechanic. License available to Relax's in-house developers, Silver Bullet studios and Powered By partners.
- NetEntmajorReelPlay and NetEnt entered into an agreement strengthening rights associated with Infinity Reels and InfiniReels marks respectively. Both parties agreed to work together to extend and protect their respective franchises.
- Golden Nugget Online CasinocoreGolden Nugget was the first New Jersey launch partner for ReelPlay content via Scientific Games OGS platform. Also launched Buster Hammer Carnival exclusively in New Jersey in February 2021.
- PlayzidominorB2B games platform (joint venture between Endemol Shine Gaming and Black Cow Technology) made ReelPlay content available to their rapidly growing operator partner selection. Initial launches included Hypernova Megaways via Playzido's platform.
- LeoVegascoreLong-standing operator partner since 2019. LeoVegas has been exclusive pre-release partner for multiple ReelPlay titles including Buster Hammer Carnival, Hypernova Megaways, Gems Infinity Reels, Hypernova Infinity Reels, and Thor Infinity Reels.
- Relax GamingcoreLong-standing partnership since August 2019. Relax Gaming distributes ReelPlay proprietary titles and partner studio content through their operator network. Extended agreement to include third-party content from ReelPlay's selected studio partners (Boomerang Games, Gameslab, Hot Rise Games).
- 888casinominor888 partnered with ReelPlay to offer a broader selection of online casino games. Games released via SG Digital's OGS platform including Buster Hammer Carnival, Rogue Treasure, and upcoming Hypernova Megaways.
Scale indicators10 records
Recent moves8 records
Expansion highlights2 records
ReelPlay competitors and assessment
Company assessmentDirect peers
- Pragmatic Play: One of the largest independent B2B slot and live casino content providers, distributing through aggregators to hundreds of regulated operators globally. Directly comparable to ReelPlay in business model (B2B slot studio licensing to operators) but with a significantly larger content portfolio and broader product footprint.
- Push Gaming: Premium independent slot studio known for hit-driven game mechanics (e.g., Fat series) and B2B distribution to regulated operators via aggregators. Closely analogous to ReelPlay in scale, target market (regulated online casinos), and emphasis on proprietary mechanics as differentiation.
- Nolimit City: Boutique slot studio with proprietary mechanics (xMechanics) and a reputation for high-volatility hit titles distributed via aggregators to regulated operators. Highly comparable to ReelPlay in studio size, premium-quality positioning, and proprietary-mechanic strategy.
- Hacksaw Gaming: Independent slot and instant-win content studio distributing B2B via aggregators to regulated operators. Comparable to ReelPlay as a similarly sized independent slot studio expanding into the US regulated market with proprietary content.
- ELK Studios: Premium independent slot studio with proprietary mechanics and feature-driven games distributed to regulated operators. Closely analogous to ReelPlay in boutique scale, mathematical model focus, and aggregator-led distribution.
- Play'n GO: Large independent slot and casino content provider with extensive B2B distribution to regulated operators worldwide. Comparable to ReelPlay in business model and regulated-market focus, though at significantly larger scale.
- Big Time Gaming: Inventor of the Megaways mechanic and a slot content studio whose IP ReelPlay licenses for several flagship titles. Comparable to ReelPlay as a slot studio with proprietary mechanic IP, while also being a commercial counterparty.
- Thunderkick: Independent slot studio focused on high-quality, design-led games distributed to regulated operators via aggregators. Comparable to ReelPlay in boutique scale and content-quality positioning in regulated markets.
- Relax Gaming: Both a major aggregator/platform and a slot content studio (including proprietary and Powered By partner titles). Direct peer as a slot studio and a key distribution counterpart whose RLX Gaming US arm is launching with ReelPlay as first aggregation partner.
- Yggdrasil Gaming: Slot and iGaming content provider operating the YG Masters partner distribution program (in which ReelPlay participates) and proprietary GATI technology. Comparable to ReelPlay as a slot studio and a key aggregator/distribution partner.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ReelPlay social profiles
Digital presenceReelPlay compliance and trust
Trust signalCompliance1 record
ReelPlay financial estimates
Financial estimateRevenue estimate
Valuation estimate
ReelPlay leadership team
Management profileNumber of profiles
Profiles2 records
ReelPlay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ReelPlay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ReelPlay
What does ReelPlay do?
ReelPlay is a Sydney-based B2B slot game studio that designs, develops and licenses HTML5 digital slot gaming content — including proprietary Infinity Reels™ and 10K WAYS™ mechanics — to regulated online casino operators worldwide. The company also provides game build, math, marketing, integration and commercial expertise services to partner studios, and licenses its Infinity Reels™ IP and trademark to other game studios for use in their own productions.
Is ReelPlay a public or private company?
ReelPlay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ReelPlay founded?
ReelPlay was founded in 2014. It employs 11 to 50 people.
Where is ReelPlay based?
ReelPlay is headquartered in Sydney, Australia, in the Oceania region.
How does ReelPlay make money?
Three revenue lines are on record. Game Licensing to Operators are the primary driver. The others are IP Licensing and studio Services.
Who are ReelPlay's main competitors?
Direct peers on record are Pragmatic Play, Push Gaming, Nolimit City, Hacksaw Gaming, ELK Studios, Play'n GO, Big Time Gaming, Thunderkick, Relax Gaming and Yggdrasil Gaming.
Does ReelPlay have an API?
No public API is recorded for ReelPlay.
What industry is ReelPlay in?
ReelPlay's product category is iGaming Slot Content. Its primary akta.pro industry code is MPAEABAJ, Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer). Its NAICS code is 713290 and its SIC code is 7990.