Ruby Play Partners with BetMGM to Launch in New Jersey
Fresh off its April announcement of a partnership with QTech Games to vastly expand its market reach in emerging markets like LATAM, Africa, and Asia, Ruby Play begins to put the pieces together in North America as well.
Ruby Play begins it long awaited North American Expansion © Greg Rosenke Unsplash
Key Facts:
- Ruby Play and BetMGM roll out a new New Jersey partnership.
- The deal was essential to RubyPlay’s stated goal of North American expansion.
- BetMGM benefits from signing diversified international content suppliers.
- The two companies already have an existing relationship in Ontario.
Malta-based Ruby Play has been churning out online slot titles for the European market since 2017. While they have built an impressive library and employ over a hundred employees, they have yet to make a significant impact outside of the European market. However, Chief Product Officer Dr. Eyal Loz has aspirations to change that.
Long a proponent of data-driven innovation, he has worked diligently to understand the North American market and develop both bespoke games and mechanics that appeal to this massive customer base.
While Hold and Spin mechanics aren’t new, Ruby Play’s latest hit games like Mad Hit Diamonds and Diamond Explosion 7s all lean into variations on Hold and Spin while also featuring other hot preferences in the US and Canadian markets like Perceived Persistence and a Buy Feature.
Loz also believes that both branding and velocity play a significant role in today’s fast-paced and ever-changing slot marketplace.
With consumer interest and preference constantly evolving, only the nimble and quick-to-market can hope to capitalize on the latest trends.
Ruby Play has kept its focus on keeping delivery times short while helping customers capitalize on niche branding opportunities tied to game concepts where the company’s data shows high player interest.
This shortened time to market also allows Ruby Play to quickly identify when something isn’t working and pivot before too much time and capital have been wasted.
The high velocity and agile thinking has allowed Ruby Play to keep ahead of its much larger but less nimble competitors.
It’s that advantage it believes will allow them to compete in the North American marketplace against such heavyweights as Aristocrat, IGT, and Light and Wonder.
Part of that strategy also includes rolling out product announcements in as many of the seven US states where iGaming is legal, as well as Ontario and Alberta, which the company is well aware is preferred by the industry for cross-state promotional pitches.
Massive Expansion Ahead?
While rolling out products first in Ontario and now New Jersey is key to their long-term goals, they are taking steps in a process to a full rollout across the entirety of the North American market.
Still, this deal is crucial to their long-term ambitions. BetMGM has more than a million monthly users, and success in New Jersey will almost certainly see the partnership expanded to Pennsylvania and Michigan. Though still several months off, the Alberta market holds great promise.
Ruby Play’s North American expansion has been deliberate, data-driven, and designed for high velocity execution. If the BetMGM rollout finds the mark in New Jersey, it won’t be long before their footprint stretches from Ontario to Michigan to New Jersey and eventually, well beyond.
