Splash Tech founder Adam Wilson views RubyPlay’s acquisition of his company as a significant indicator of trends in the wider supplier market, marking a shift from being merely a content studio to integrating engagement products for a competitive edge.
The merger incorporates Splash Tech’s free-to-play games and a supplier-agnostic jackpot engine into RubyPlay’s established offerings, which already include free spins, rewards, missions, and tournaments. This enhancement positions RubyPlay to evolve from a content provider to a comprehensive engagement tools provider, allowing operators to seamlessly integrate these mechanics across both their own and third-party game portfolios.
Wilson anticipates that other suppliers will adopt similar strategies. He emphasizes the necessity for operators to feature these engagement tools to maximize their content’s performance. Splash Tech aims to enable operators to utilize free-to-play experiences and its adaptable jackpot engine to boost engagement, retention, and the lifetime value of players across multiple platforms, including casino and sportsbook offerings.
The effectiveness of free-to-play games hinges on creating accessible engagement opportunities before any financial commitment from players. Wilson describes the strategy as “building muscle memory,” where achievable incentives create familiarity and encourage repeat interaction with the operator.
He stresses that localizing game offerings enhances their success. The company has crafted various experiences, ranging from sumo wrestling to popular shows like Love Island, adapting to regional preferences. For instance, ice cage fighting has become a hit in a specific market. This local approach ensures their games resonate with audiences instead of forcing audiences to adapt to generic products.
Splash Tech’s jackpot engine aims to unify an operator’s game offerings, allowing branded jackpots to be displayed across all participating titles, regardless of their source. Wilson points out that operators often work with numerous game suppliers and the jackpot engine provides a cohesive branding strategy that enhances their ecosystem, making third-party games feel more integrated into their identity.
Wilson explains that the integration of such products requires active management. He cautions that simply implementing their products without ongoing investment and strategy leads to disappointing results. Instead, Splash Tech collaborates with operators to define success metrics—such as boosting player sign-ups, optimizing conversion rates, and enhancing player retention—promoting a shared goal of impactful engagement throughout the player journey.
Achieving a successful balance in managing jackpot products also necessitates attention to player experience. The goal is to offer engaging and fair systems without exhausting players’ funds. Wilson emphasizes the importance of maintaining this balance to create lasting customer engagement.
Splash Tech’s offerings are already active with notable operators like ComeOn, showcasing proven performance with the jackpot engine. Operators using the engine consistently report an increase in gross gaming revenue. By working closely with partners, Splash Tech sets expectations and benchmarks for optimal performance, ensuring that their products are maximally effective and that operators see returns on their investments in these tools.
For current partners, the change following the acquisition is designed to be seamless, ensuring that business operations remain consistent while providing enhanced resources. The merger significantly expands Splash Tech’s capacity, allowing it to shift from a 20-person resource base to the support of around 300 staff members at RubyPlay, covering areas like licensing, compliance, and technology.
This strategic alliance grants Splash Tech access to markets and operators that were previously out of reach, as the expanded team can focus on overcoming licensing hurdles that are challenging for smaller organizations to manage independently. The shift allows them to broaden their operational scope significantly.
Additionally, with RubyPlay’s strong casino ecosystem, there lies an opportunity for Splash Tech to adapt its sports-centered free-to-play offerings to the casino space, possibly leading to innovative products that combine both companies' strengths in the near future.
Together, RubyPlay and Splash Tech represent an evolution within the gaming industry, moving beyond traditional content creation into providing a broader engagement proposition that simplifies operator operations while increasing player retention across various gaming sectors.
