Cliona Griffin, Relax Gaming: “Our road map is primarily focused on the US, and then of course going into other regulated markets in Europe”
Shows & conferences - 28 October, 2025
During SBC Summit Lisbon 2025, Focus Gaming News spoke with Cliona Griffin, Business Development Manager at Relax Gaming, about the company’s content strategy, franchising hits, market expansion (notably the US), and how team culture fuels ideation and execution.
Griffin outlined Relax Gaming’s multi‑pillar offering: “We cover multiple different areas. We have our own core games. We have an aggregation sector as well. Plus, we have exclusive products which are bingo and poker.” Those exclusive verticals are delivered for the mother company, FDJ United.
With two years at Relax following roles at Mr Green, William Hill and Evolution, Griffin said the company’s culture is a driver of momentum: “There’s a lot of high energy in the office… we’re always idea‑sharing and developing the business from every aspect of the company.” All creative capabilities are in house—“All of the above in house. We have some incredibly talented people”—from ideation and R&D to 2D/3D design.
On content, franchises are central to Relax’s success. “What we do very well is franchising the games,” Griffin noted, highlighting the enduring popularity of Money Train and the strong performance of the latest release: “We just had Bill & Coin 2: Mummy Mischief drop and it was our third best release of all time… tracking extremely well.” Asked about future instalments, she teased: “We’ll see. Watch this space.”
Regulatory evolution is driving market decisions. “Definitely regulations… the most poignant [change]… especially most recently… Brazil… very quick… a couple of months to regulate such a monster of a market,” she said. LatAm as a whole is moving faster, and “what has changed will keep changing.”
From a business development standpoint, Griffin’s remit is clear: “It’s to find new partners… I’ll be their first port of call… and then the fun part of going live as well.” Relax has around “150” games live (jurisdiction dependent) and continues to scale through aggregation and direct distribution.
The growth roadmap prioritises North America. “Our road map primarily is definitely focused on the US and we’ve just gone live with a couple of different states with multiple partners,” Griffin said, with further expansion planned “into other regulated markets in Europe.” Existing relationships have helped: “There is some crossover… for example, BetMGM with LeoVegas… existing partnerships entering into the US… would help with the integration of Relax America.” However, the compliance workload is significant: “The due diligence aspect… depends on how complex the state is… certification processes… a lot of different processes.”
At SBC Lisbon, the brand presence was “absolutely manic but we love it,” driven by a highly visual stand themed around Bill & Coin 2—“We even have plushy toys”—and the relationship building that follows: “The more business cards that you have the better.”
Griffin also gave a glimpse into the team’s day‑to‑day in Malta: “Commercial [and] marketing in the same corner… spitballing, ideas, laughs,” with a sea‑view office that is “absolutely stunning… you have the zen, but then you have the craziness of everyone on the floor.” Malta’s density of operators and suppliers makes it efficient for meetings “in between conferences,” reinforcing Relax’s global partner network.