ReelPlay
- Founded
- 2014-01-01 in Sydney, Australia
- Headquarters
- Sydney, New South Wales, Australia
ReelPlay is a Sydney-based iGaming content studio that originally launched in 2014 under the name Chance Interactive before rebranding in 2019 to focus exclusively on innovative slot development. The company is best known for creating the patented INFINITY REELS™ mechanic, which allows win multipliers to expand indefinitely on a single spin and has become a widely licensed feature across regulated markets. ReelPlay operates as a privately held company with 11–50 employees and distributes its games primarily through a long-standing exclusive partnership with Light & Wonder's aggregation platform, supplemented by a 2024 deal with Relax Gaming's Silver Bullet program to reach North American operators. Beyond its own portfolio of titles such as Hypernova Megaways and 10,000 WONDERS 10K WAYS, ReelPlay offers B2B services including game build, mathematical modeling, and integration support to partner studios. The studio holds a remote gambling licence from the UK Gambling Commission and is licensed in multiple regulated jurisdictions, with a product strategy that emphasizes innovative maths and long-term player retention over short-term volatility.
Detailed Review
History
ReelPlay began its journey in 2014 as Chance Interactive, an Australian gaming startup founded by a team of industry veterans. In 2019 the company rebranded to ReelPlay to better reflect its core focus on creating compelling reel-based experiences. The studio's breakthrough came with the invention of the INFINITY REELS™ mechanic, a patented system that enables unlimited expanding win multipliers on a single spin – a feature that quickly became an industry signature and is now licensed by multiple operators worldwide.
Business Model & Products
ReelPlay generates revenue through game licensing fees, revenue share arrangements with operators, and B2B services. Its product portfolio is anchored by two proprietary mechanics: INFINITY REELS™ and 10K WAYS™. The 10K WAYS mechanic, featured in 10,000 WONDERS 10K WAYS, offers players up to 10,000 ways to win per spin. The studio also produces titles based on the Megaways engine, such as Hypernova Megaways. All games support variable RTP configurations to meet operator requirements in different regulated markets.
Market Position & Partnerships
ReelPlay has carved out a reputation as an innovation-driven studio in the competitive online slots space. Its exclusive distribution agreement with Light & Wonder, extended in October 2023 for an additional four years, ensures first-to-market access for its titles across North America and other regulated jurisdictions. In 2024, ReelPlay became the first third-party “Silver Bullet” studio to launch content via Relax Gaming’s aggregation platform, further broadening operator reach. The company also operates a dedicated B2B services arm that helps smaller studios navigate regulatory hurdles and technical integration.
Licensing & Regulatory Footprint
The studio holds a remote gambling licence from the UK Gambling Commission (licence summary available in the public register) and is licensed in multiple regulated markets including Australia, Europe, and North America. Its commitment to compliance and responsible gambling is reflected in its product design and operator partnerships.
Strategic Direction
Under the leadership of CEO David Johnson, appointed in a 2023 announcement, ReelPlay continues to push the boundaries of game mechanics. The studio prioritises long-term player engagement through mathematically rigorous designs rather than high-volatility spikes. Recent moves into North America via the Relax Gaming partnership signal a deliberate expansion strategy beyond its traditional Light & Wonder distribution channel. As a privately held company with a lean team of 11–50 employees, ReelPlay remains agile while competing with larger rivals in the iGaming content space.
Key Products
INFINITY REELS™
Patented game mechanic that allows win multipliers to expand indefinitely on a single spin; the mechanic that put ReelPlay on the map.
10K WAYS™
Proprietary mechanic offering up to 10,000 ways to win per spin, used in titles such as *10,000 WONDERS 10K WAYS™*.
Hypernova Megaways™
Popular title combining the Megaways engine with ReelPlay’s signature visual style.
10,000 WONDERS 10K WAYS™
Flagship slot leveraging the 10K WAYS mechanic.
Light & Wonder Aggregation Platform
ReelPlay distributes its games exclusively through Light & Wonder’s platform for first-to-market releases.
B2B Services (Game Build, Math, Marketing, Integration)
ReelPlay offers commercial and technical services to partner studios wanting to bring their own content to online markets.
Offices & Headcount
30 employees (approx.)
Key Persons
- David Johnson
Chief Executive Officer