How ReelPlay Took Aussie Slot Design Global

_{Photo: Chris Delaney, European Head of Commercial Partnerships at ReelPlay. (Image courtesy of ReelPlay)}

ReelPlay’s story begins in 2013, when two brothers with deep technical and slots design expertise joined forces with one of gaming’s most creative minds. Originally called Chance Interactive, the fledgling studio aimed to break free from corporate gaming’s constraints and make decisions on its own terms.

The company rebranded as ReelPlay in 2018, coinciding with the arrival of industry veteran Dave Johnson as CEO. Johnson, who brought experience from NextGen Gaming and NYX Gaming Group, helped the team refocus its operations and expand its commercial reach.

European Head of Commercial Partnerships Chris Delaney said the early years laid the foundation for the company’s lasting independence.

“They all had storied careers with some of the biggest names in gaming and wanted an opportunity to go it alone and make their own decisions,” Delaney said. “It’s quite the risk to leave a stable career and go it alone but go it alone they did.” 

A Studio Rooted in Sydney, Reaching the World

ReelPlay still calls Sydney home, and Delaney said that location remains an advantage rather than a limitation. Australia’s strong talent pool, particularly in the New South Wales gaming community, gives the studio access to skilled developers and designers.

The company’s global commercial teams, based in Europe and North America, work seamlessly across time zones. 

“They can submit their requests to our headquarters during their daytimes and have any issues addressed over the ensuing evening,” Delaney explained. “No time is wasted.”

Game Mechanics That Redefined Online Slots

ReelPlay’s rise was powered by standout mechanics that captured the attention of operators and players alike. Its Infinity Reels and 10K Ways franchises joined the likes of Hypernova Megaways, which remains one of the company’s biggest hits.

“Megaways was a crucial decision in the infancy of ReelPlay,” Delaney said. 

“We had re-branded and nobody really knew who we were, so it was important to align ourselves with what was at the time the most exciting innovation in online slots.”

Infinity Reels followed, offering a high-volatility format that expanded as players progressed through the game. The mechanic became a signature innovation, demonstrating ReelPlay’s commitment to experimentation.

Collaboration and Commercial Growth

ReelPlay’s distribution model relies on smart partnerships with top-tier aggregators such as Relax Gaming, Light & Wonder, and Yggdrasil Gaming. These collaborations help the studio deliver games efficiently while avoiding the heavy costs of building a standalone tech stack.

“Getting the best aggregator partners whilst your studio is in its infancy keeps everything on track,” Delaney said.

 “It means our business isn’t loaded with debt and ensures the earliest possible audiences for our games.”

The studio’s titles, including Buster Hammer Carnival and Hypernova Megaways, have enjoyed long-tail success through these partnerships. More recently, ReelPlay joined forces with Gaming Realms to reach new regulated markets.

A Player-First Philosophy

For Delaney, the studio’s mission is simple: create games “by players, for players.” The approach informs every aspect of game design, from art and animation to math models and bonus features.

“We are here to entertain our players with high-quality slot games,” he said. 

“At ReelPlay, we do this by attracting players with best-in-class art, animation, and sound presentation paired with compelling feature sets and math profiles.”

That focus on quality and playability has helped ReelPlay carve out a niche in competitive markets like North America, where the company’s straightforward, high-action games resonate strongly. While Eastern European audiences often prefer simpler, land-based-style slots, Delaney said ReelPlay’s catalogue continues to perform well across regions.

The Road Ahead

With more than 40 titles now live and a growing global footprint, ReelPlay is showing that innovation doesn’t need to come from a major studio. Its model, lean, creative, and technically sharp, has helped bring Australian slot design to the world stage.

As the company continues expanding its partnerships and refining its proprietary frameworks, its focus remains clear: building once and selling many. For players, that means more ways to win, and more of ReelPlay’s signature innovation lighting up screens across the globe.