ReelPlay is an Isle of Man-based slot studio founded in 2017, best known for inventing the Infinity Reels™ mechanic — a system where winning spins add additional reels infinitely (up to a practical limit), with each added reel contributing to a growing multiplier. Aztec Infinity (2019) and Mongol Treasures introduced the mechanic to the market; Viking Infinity demonstrated its application to branded content. ReelPlay's catalogue of 30+ titles focuses on innovative mechanical systems rather than visual production budgets, creating mathematically distinctive games. The studio distributes through Yggdrasil's YGS Masters programme and direct aggregation APIs.