Image credit: Source: Relax Gaming press release. Never imply stock depicts the actual event.
Relax Gaming added live-casino studio Imagine Live to its Powered By Relax distribution programme on August 17, giving operators already plugged into Relax's aggregation network access to Imagine Live's catalogue of more than 200 live dealer tables and game show titles without a separate technical integration. Imagine Live's content is licensed across 16 regulated markets, including the UK, Malta, Sweden, Romania, Belgium, Greece and Brazil.
"Imagine Live has quickly established itself as a provider that challenges conventions within the live casino space," said Jennifer Buttigieg, head of commercial and partnerships at Relax Gaming. "Their blend of premium table games, original game show content and cutting-edge studio production makes it a valuable addition to our Powered By Relax programme."
Nadiya Attard, chief commercial officer at Imagine Live, said the deal "marks an important next step in Imagine Live's international growth strategy," adding that joining Powered By Relax lets the studio "scale internationally across key regulated markets" without negotiating separate integrations market by market.
The aggregator is the shortcut, not the studio
Powered By Relax is Relax Gaming's aggregation layer, the same model this desk described in Game Aggregation Is iGaming's Real Distribution Layer: a single technical connection to the aggregator gives an operator access to every studio plugged into it, rather than one contract and one integration per supplier. For a challenger studio like Imagine Live, that is the difference between negotiating dozens of separate operator deals and going live across an aggregator's entire existing network the day the partnership is signed.
It also says something about where the live casino market's competitive pressure actually sits. Evolution still leads live casino on scale, with Pragmatic Play closing the gap through direct volume and studio investment. A smaller studio like Imagine Live is not trying to out-produce either of them table for table. It is betting that distribution through an aggregator operators already use gets its tables in front of players faster than a head-to-head studio buildout ever could, the same logic behind the live game show format's rise as a product engine for studios competing on format and reach rather than raw scale.
For operators, the practical effect is a wider live casino catalogue with no added integration cost, one more argument for staying on a single aggregator connection rather than building direct studio relationships one at a time. That is a low-cost, low-risk move for Relax Gaming and for the operators on its network. Whether it moves the needle for Imagine Live depends on how many of those operators actually promote a new studio's tables once they are technically live, which the desk cannot verify from an announcement alone.
Related: Game Aggregation Is iGaming's Real Distribution Layer | Live Casino 2026: Evolution Leads, Pragmatic Play Closes In | Live Casino Game Shows Are Now a Product Engine