Adam Wilson, founder of Splash Tech, expresses that the acquisition of his company by RubyPlay signifies more than just a partnership; it highlights an emerging trend in the supplier market. The integration not only merges Splash Tech’s free-to-play games and a supplier-agnostic jackpot engine into RubyPlay’s offerings but also marks a strategic shift from focusing solely on content to encompassing a wider range of engagement tools.
This development provides operators with the means to enhance player engagement across a variety of gaming portfolios without needing to develop these features in-house. Wilson anticipates that other companies will likely adopt similar strategies to remain competitive in the market.
Splash Tech was designed to enable operators to maximize their existing content. By incorporating free-to-play formats and a versatile jackpot engine, the company aims to boost player engagement, retention, and overall value for casino, sportsbook, and third-party content.
Wilson emphasizes that both free-to-play experiences and jackpot offerings are judged by their ability to deliver tangible benefits to operators. Free-to-play games can engage potential customers even before they make a financial commitment.
"It’s about building muscle memory, providing achievable incentives to players and gamification," Wilson explains, noting that this lowers the initial engagement barrier. As players repeatedly engage with these games, they develop familiarity and a reason to return.
He highlights the importance of tailoring these offerings to individual markets, noting that demand can range from global sports events to niche interests such as ice cage fighting. Splash Tech prioritizes finding experiences that resonate with local audiences, rather than relying solely on a one-size-fits-all approach.
The jackpot engine serves as a cohesive feature that spans across an operator’s portfolio, unifying a diverse array of games supplied by different studios. "A jackpot engine is unique in that it can be branded and integrated across all of your content," he states. This solution addresses the common challenge operators face when managing games from multiple providers, enabling a seamless integration without the need for separate engines.
This flexibility is crucial, as operators often compile their game offerings from various suppliers, thereby necessitating tools that function across this complexity. Splash Tech’s jackpot engine is designed to extend its reach beyond traditional slot games to also include areas like sportsbook transactions and lottery tickets.
Wilson observes that failing to implement a universal jackpot across different game suppliers misses a significant opportunity. "Wherever you can have a player placing a bet, give them the opportunity to win on the jackpot engine," he urges, highlighting the potential revenue boost.
The integration of products requires ongoing attention, as Wilson points out that merely incorporating a game or engine without proactive management will not yield positive results. Splash Tech emphasizes collaboration with operators to define goals, whether that means increasing sign-ups or improving player retention,
The focus is on creating relevant engagement opportunities throughout the player journey to maximize long-term commitment. Wilson remarks, "As much as we work as a managed service, it’s always a collaboration."
In balancing player engagement with commercial performance, he stresses that operators must manage their jackpot mechanisms responsibly to ensure a fair experience while also driving revenue growth.
The impact of Splash Tech’s offerings is not merely theoretical; existing operators, including ComeOn, are already seeing the positive financial impact of these solutions. Wilson is firm that each operator deploying the jackpot engine has recorded an increase in gross gaming revenue.
The collaborative approach extends to establishing performance baselines prior to launching their products to manage expectations effectively. "Wherever there is investment from the operator in properly investing in the infrastructure needed to maximize the output of the product, we have seen great returns," Wilson notes.
For existing partners, continuity remains a priority despite the acquisition. Splash Tech aims to support its ongoing relationships while leveraging the expanded capabilities brought by RubyPlay.
"For all of our customers, it’s been and will continue to be business as usual," Wilson asserts, highlighting that the acquisition provides a framework for simplification and synergy in offering both free-to-play games and jackpot products alongside existing RubyPlay features.
As Splash Tech integrates into the larger RubyPlay framework, the company anticipates a significant expansion of its reach, gaining access to more markets and operational support. This transition from a small-scale enterprise to a larger organization enhances their ability to offer services that were previously beyond reach.
This merger not only extends Splash Tech’s capabilities into casino gaming, where RubyPlay holds significant presence, but it also opens doors for the creation of new products that blend the unique engagement strategies of both companies.
Ultimately, this collaboration between RubyPlay and Splash Tech represents a strategic shift that enhances engagement tools available to operators across various gaming segments.
