RubyPlay

History and Founding

RubyPlay was founded in 2018 in Valletta, Malta, by a group of co-founders whose names have not been publicly disclosed. The company initially focused on developing mobile-optimised video slots using a proprietary blend of HTML5 and cloud-based technologies, emphasising fast loading and low data usage. By 2021 it had secured a Type 1 B2B Critical Gaming Supply Licence from the Malta Gaming Authority, enabling it to supply content to regulated markets across Europe and beyond.

Business Model and How They Make Money

RubyPlay operates as a B2B content provider, licensing its slot games and engagement tools to online casino operators. Revenue is generated through standard revenue-share or fixed-fee agreements, with the company providing a single-API integration suite that supports over 29 languages and multiple payment systems. The acquisition of Splash Tech in July 2026 added jackpot and free-to-play solutions, allowing RubyPlay to offer a broader player-lifecycle platform beyond pure game content.

Core Products and Platforms

RubyPlay’s slot portfolio is organised into eight proprietary series. Immortal Ways® features expanding reels and multiple ways-to-win; Mad Hit® offers high volatility with fixed jackpots and bonus-buy features; Giga Match® uses cluster-pay mechanics with progressive multipliers; Diamond Explosion® delivers cascade reactions and increasing multipliers; and Go High provides an ascending paytable and free-spin rounds. The company also operates Firerose, a dedicated studio launched in April 2026 for bespoke operator-tailored games, and RubyPlay Missions & Tournaments, a real-time player engagement tool. The Splash Tech platform (acquired 2026) adds jackpot and free-to-play capabilities.

Market Position and Competitors

RubyPlay is a mid-tier slot studio competing with larger players such as NetEnt, Play’n GO, and Yggdrasil, but differentiates itself through a combination of original IP, mathematical depth, and a strong partner-centric approach. Its Diamond Explosion title consistently ranked among top new releases in industry performance reports in early 2025. The company has focused on rapid expansion in regulated Americas markets, entering the US in early 2025 with FanDuel and Rush Street Interactive, and later securing deals in New Jersey and West Virginia via Fanatics Casino. In Canada, it obtained an Ontario gaming licence, and it has a growing presence in Brazil and Latin America.

Licensing and Regulatory Footprint

RubyPlay holds a Malta Gaming Authority Type 1 B2B Critical Gaming Supply Licence (MGA/B2B/826/2020, issued 24 June 2021). It also secured ISO/IEC 27001:2022 certification in December 2025, underscoring its commitment to information security. Additional licences in Ontario, West Virginia, and New Jersey support its North American expansion.

Notable Partnerships and M&A Activity

The company’s most significant recent M&A move was the acquisition of Splash Tech in July 2026, a provider of jackpot and free-to-play solutions that bolstered its engagement suite. RubyPlay has also partnered with aggregation platforms Relax Gaming and BlueOcean Gaming to reach over 200 operators. In 2025-2026, it established direct integrations with major US operators FanDuel, Rush Street Interactive, and Fanatics Casino. The company’s brand-first solutions, allowing operators to embed their own branding and loyalty mechanics into games, were highlighted at SBC Summit Americas 2025.

Strategic Direction

Under the leadership of CEO Tsachi Maimon (appointed October 2025), RubyPlay has shifted toward a “studio-based, layered content ecosystem” model, positioning itself not just as a game supplier but as a technology partner for player-lifetime strategies. The launch of Firerose for bespoke game development and the addition of senior commercial and financial leadership (CCO Dima Reiderman, CFO Motti Gil) signal a focus on scaling in regulated markets and deepening operator relationships. The company continues to hire for engineering and product roles, indicating further product development and market expansion ahead.