Adam Wilson, founder of Splash Tech, views the acquisition of his company by RubyPlay not just as a merger of two companies but as indicative of a trend in the supplier market. He argues that by integrating engagement products into their offerings, companies can significantly differentiate themselves. This acquisition adds Splash Tech's free-to-play games and its supplier-agnostic jackpot engine to RubyPlay's portfolio, which already includes free spins, rewards, missions, and tournaments. This move reflects RubyPlay's shift from being a content-focused provider to a broader engagement tools company.
Wilson emphasizes the pressing need for operators to adopt these engagement tools. Splash Tech was created to enhance the performance of existing content through free-to-play experiences and the jackpot engine, which aims to boost engagement, retention, and overall player value not only in casinos but also across sportsbooks and third-party content.
He explains that while jackpots and free-to-play games may serve different purposes, both should be evaluated based on the value they provide to operators. Free-to-play games can be a player’s initial interaction with an operator, fostering engagement before any monetary commitment. "It’s about building muscle memory, providing achievable incentives, and gamification," Wilson states. By reducing barriers to entry, these games help develop familiarity that encourages players to return.
However, the format of these games must be tailored to each market. According to Wilson, localized offerings tend to perform better, referencing examples ranging from sumo wrestling to niche games like ice cage fighting that resonate with specific audiences.
Beyond building familiarity through free-to-play games, Splash Tech's jackpot engine serves as a unifying feature across an operator’s diverse game selection, irrespective of the game providers involved. Wilson notes that this type of engine is unique in that it can be branded to fit an operator's identity and operate seamlessly across multiple games from various suppliers. “As an operator, you might have 50 different game suppliers. On every single game that you’re serving, you can show a branded jackpot,” he explains.
The jackpot engine serves to enhance operators’ offerings without them needing to develop their own engine—a significant advantage, as operators often compile games from various providers. Splash Tech’s flexible design allows the jackpot engine to be applicable not only in gaming but also in areas like sportsbook bet slips and lottery tickets. Wilson points out that if operators fail to offer the jackpot engine across all types of games, they lose out on a considerable opportunity for engagement.
“Wherever you can have a player placing a bet, give them the opportunity to win on the jackpot engine because it is such a sticky product,” he adds. This capacity to integrate a branded jackpot enhances operators’ visibility across third-party games, which in turn fosters a stronger brand connection with players.
Wilson is candid about the challenges operators face if they don’t actively manage their integrations. He stresses that simply adding a game or a jackpot engine is not enough; continuous engagement and management are key. He often challenges operators on how well they have invested in the product after integration. Splash Tech aims to ensure operators understand what success looks like, whether it be improved conversion rates, monetization of bet slips, or boosting retention among different player segments.
For Splash Tech, the focus lies in creating relevant engagement moments throughout the player journey—from initial contact to repeat participation. Wilson reiterates that optimal performance in these areas is achieved through collaboration between Splash Tech and operators, emphasizing the importance of understanding specific operator requirements.
Balancing player engagement with financial sustainability is also part of the company's strategy. Wilson highlights the need for jackpot engines to provide exciting experiences while ensuring that they remain fair and do not exhaust players' funds too quickly. “That really is the science,” he concludes.
Splash Tech's products are already implemented and generating results. Although specific metrics are confidential, Wilson states that every operator that has launched their jackpot engine has reported an immediate increase in Gross Gaming Revenue (GGR). This positive performance is attributed to preparation and setting realistic expectations together with partners before launching new products.
For existing partners, the transition following the acquisition is expected to be smooth. Wilson assures that it will be business as usual for them, while they plan to reduce fragmentation operators face in their engagement strategy. Splash Tech’s products will work in conjunction with RubyPlay’s existing offerings, supporting third-party content seamlessly.
This acquisition brings Splash Tech from a small team to a resource-rich organization with greater capabilities across compliance, technology, and business intelligence. Wilson observes that being part of a larger company enables them to pursue opportunities that would have been previously unattainable, such as expanding their licensing footprint.
The collaboration also presents a natural synergy where Splash Tech, typically focused on sports in its free-to-play offerings, can now expand into RubyPlay's substantial casino ecosystem. This merger allows Splash Tech to innovate further by integrating its engagement strategies with RubyPlay's content.
The partnership signals a shift for RubyPlay as it broadens its reach beyond traditional gaming to include comprehensive content and engagement solutions. For the operators involved, this collaboration represents a streamlined engagement approach that simplifies operational complexity while increasing player retention and interaction across both casino and sportsbook verticals.
