Adam Wilson, founder of Splash Tech, views the recent acquisition of his company by RubyPlay not just as a merger, but as a potential indicator of trends within the supplier market in iGaming. This collaboration brings together Splash Tech’s free-to-play games and its supplier-agnostic jackpot engine with RubyPlay’s established offerings like free spins, rewards, missions, and tournaments. This significant move signifies RubyPlay's transition from a content-focused provider to a comprehensive solutions company that offers engaging tools, allowing operators to enhance player interaction without having to build those functionalities independently.
Wilson envisions a future where other suppliers may pursue similar paths. He emphasizes the necessity of these engagement tools for operators, explaining that Splash Tech was designed to maximize the utility of existing content through mechanisms that promote engagement and retention across various platforms, including casino and sportsbook.
The distinction between jackpots and free-to-play offerings is essential, yet Wilson believes both should ultimately deliver value to operators. He describes free-to-play models as opportunities to develop a "muscle memory" in players, cultivating their interest before any monetary commitment. Wilson notes that by providing attainable rewards and gamified interactions, operators can welcome players into their environments without financial barriers.
However, the strategies must be tailored to specific markets. Wilson stresses the importance of localization, citing diverse examples like sumo wrestling and unique sports such as ice cage fighting that appeal to different audiences. Splash Tech's role is to ensure that their products resonate with local preferences rather than forcing audiences to adapt to generic offerings.
In addition to free-to-play games that foster familiarity with operators, the company’s jackpot engine serves as a cohesive feature across a broad spectrum of games, regardless of their source. Wilson describes the jackpot engine as an innovative product that allows operators, with potentially dozens of providers in their portfolios, to feature a unified branded jackpot across all games. This flexibility enables operators to significantly enhance player engagement and revenue.
A sweeping jackpot feature can transform third-party games into a more personalized experience for players, thereby fostering a stronger brand identity. According to Wilson, offering such a consistent jackpot across the entire platform is crucial since players should experience a unified brand identity irrespective of the game supplier.
Wilson warns that simply integrating products without proper engagement will lead to suboptimal results. He argues that operators need to actively invest in the collaboration with Splash Tech to achieve desired outcomes. The focus remains on creating meaningful engagement at each stage of the player journey, from initial contact to long-term loyalty.
Optimizing the balance between profitability and a rewarding player experience is also a priority for Splash Tech. Wilson highlights the challenges operators face in moderating jackpot frequency and payouts while ensuring these elements keep players returning without draining their funds excessively.
Splash Tech’s experience has shown consistent positive results post-launch with their jackpot engine, as they have seen improvements in gross gaming revenue for operators that effectively invest in implementation. Wilson stresses the importance of preparation and collaboration ahead of launching their products, listing key performance indicators that will guide collective expectations.
Even as Splash Tech expands under RubyPlay, Wilson reassures existing partners that operations will remain steady. The focus of the merger was on not disrupting existing relationships while enhancing product capabilities via greater resources that come from integrating with a larger organization. RubyPlay's infrastructure and reach are expected to enable Splash Tech to explore previously unreachable markets more effectively.
This partnership allows Splash Tech to blend its free-to-play expertise with RubyPlay's extensive casino offerings, suggesting an evolving product landscape that will emerge from their collaboration. With this merger, RubyPlay not only enhances its game offerings but also broadens its strategic engagement capabilities, paving the way for advances in player retention and operational efficiency in the iGaming sector.
