Adam Wilson, founder of Splash Tech, believes that simply being a content studio is no longer enough in the competitive landscape of iGaming. With RubyPlay's recent acquisition of Splash Tech, Wilson sees a significant shift in how suppliers will approach engagement products, marking an evolution that could reshape the industry.
The acquisition brings Splash Tech’s offerings, including its free-to-play games and supplier-agnostic jackpot engine, into RubyPlay’s existing lineup, which already features free spins, rewards, missions, and tournaments. This transition from a focus solely on content to incorporating engagement tools offers operators new ways to enhance their existing game and third-party portfolios without the need to develop these capabilities independently.
Wilson anticipates that other companies will likely take similar steps in response to this trend, emphasizing the necessity of these tools for operators. Splash Tech aims to empower operators to maximize their content portfolios by utilizing its free-to-play experiences and jackpot engine to boost engagement, retention, and overall value across various gaming platforms including casino and sportsbook environments.
For Wilson, engagement is vital, and it starts even before a player invests real money. He highlights that free-to-play games help establish a connection with players through approachable incentives and gamification, creating a foundation for future interactions. "It’s about building muscle memory," he explains. Free-to-play formats can be tailored to suit local preferences, as demonstrated by examples like sumo wrestling or ice cage fighting, which resonate differently across markets.
The jackpot engine enhances the engagement experience, serving as a consistent element throughout an operator's offerings, regardless of the variety of game suppliers involved. "A jackpot engine is a rare product in that you can brand that engine and it will sit across all of your content," Wilson notes. This capability allows operators with diverse game collections to provide a unified jackpot experience without needing to develop their own systems. It supports various gaming verticals, extending beyond traditional slots to areas like sports betting and lotteries, which Wilson argues would be a missed opportunity if excluded.
However, Wilson stresses that the technology alone isn’t sufficient. Operators need to engage actively with these tools to see real benefits. He points out, “If I just give you one of our games or our jackpot engine and you just plug it in and leave it there to collect dust, you will come back and tell me in three months’ time it’s not working.” Success hinges on a partnership approach, where Splash Tech collaborates with operators to define success metrics and tailor engagement strategies accordingly.
Considerations for success include improving sign-ups, boosting conversion rates, and reactivating dormant players. Splash Tech aims to enhance these interactions throughout the player journey, from initial engagement to long-term retention. This ongoing management requires balance; Wilson notes that operators need control over aspects like reward frequency to ensure a fair experience for players while maintaining profitability.
The acquisition does not imply that Splash Tech will now focus on developing new products. Wilson asserts that their offerings are already in play with established operators, including ComeOn, and they boast a track record of immediate revenue improvements following the deployment of their jackpot engine. He highlights the importance of strategic preparation and collaboration in ensuring successful implementations.
For clients, the transition post-acquisition should feel seamless. Wilson confirms that Splash Tech's customers will experience continuity in service and support, as they move from a small team structure to a larger group with enhanced resources. This transition allows for more effective navigation through licensing and compliance challenges, critical to expanding their market reach.
Wilson notes that previously, as a small business, it was difficult to prioritize multiple licenses, but through RubyPlay's larger operation, they can now pursue new opportunities. Additionally, the acquisition creates avenues for Splash Tech to integrate its engagement strategies into RubyPlay’s offerings, leveraging both companies' strengths to better serve the market.
In essence, this acquisition signifies a strategic advancement for both RubyPlay and Splash Tech, moving from a content-focused entity to one that encompasses a comprehensive engagement approach. The collaboration promises greater flexibility for operators, minimizing operational complexity while providing enhanced reasons for players to return to their platforms.
