NetEnt and ReelPlay Enter Strategic Pokie Partnership

NetEnt ReelPlay

Two of the industry’s premier online gambling software providers are joining forces to strengthen two popular franchises. According to a press release issued on Monday, NetEnt and ReelPlay have entered into an IP partnership to strengthen their InfiniReels and Infinity Reels brands.

NetEnt and ReelPlay Enter Partnership

A press release issued by NetEnt on Monday announced that they are partnering with ReelPlay to strengthen the rights associated with the InfiniReels and Infinity Reels franchises. NetEnt has the InifiniReels franchise, consisting of games using the InifiniReels mechanic.

NetEnt InfiniReels

This feature can increase the total number of reels in a pokie each time a player wins. Players can earn an infinite number of reels, giving them infinite ways to win. However, ReelPlay offers a similar feature.

ReelPlay offers Infinity Reels, which uses an Infinity Reels mechanic. With this feature, pokies will give players a chance to get extra reels, multipliers, and respins with each spin. ReelPlay released their first Infinity Reels game, El Dorado Infinity Reels, back in November 2019. Giza Infinity Reels was released in early April. A third title, Odin Infinity Reels, is scheduled for a release in June 2020.

Companies to Protect Mutual Interests

Normally, two companies with similar ideas would work against each other, sometimes even seeking legal litigation. In this case, the two companies are working together to protect their interests.

Bryan Upton, Director Games at NetEnt, commented about the move during the press release, stating, “In light of both companies independently following similar ideas, it made sense for us to come together to reinforce our unique propositions in a highly competitive market. I would like to commend and thank ReelPlay for their innovative approach and for working together with us in these dynamic times”

ReelPlay Infinity Reels

ReelPlay Chief Commercial Officer David Johnson also commented on the move, stating, “We are happy to have agreed on a collaboration with an established, global pioneer such as NetEnt.”

For those wondering how this impacts Australian gambling, ReelPlay is actually an Aussie company. Some of you may know the company as Chance Interactive. Chance Interactive was founded in 2014 as an Aussie-based pokies development studio. The company rebranded as ReelPlay in 2019 and has continued to release games around the world.

The company holds a license with the UK Gambling Commission, however, it is not an online casino. Instead, it is a content provider, developing online pokies for online casinos around the world, including Australian Online Casinos. They provide games directly to online casinos and content aggregators around the world.

Partnership Should Help Both Brands Grow

Since both InifiniReels and Infinity Reels have proven popular over the last couple of years, it is no surprise that both companies want to protect their interests. This partnership will benefit both companies and casinos in multiple ways. First, the companies can work together to ensure that they don’t cannibalize their own products.

This will ensure that both products are unique in their own way, giving online casinos extra options for gaming. Next, both can work together to ensure they have the latest technology for their games, further strengthening their offerings.

Finally, the NetEnt brand will be a huge boost to ReelPlay. NetEnt is an established pioneer in online pokies and is one of the most popular brands in online casino gaming. A partnership with such a giant of the industry will have a positive impact on the ReelPlay brand.

Lastly, it should instill added confidence in players as they know that both brands are working together to make high-quality pokies. This partnership will focus on strengthening the brands and this will provide high-quality games to players for years to come.