RubyPlay Buys Splash Tech to Add Jackpot and F2P Tools
RubyPlay has agreed to acquire 100% of the shares in Splash Tech, a move that takes the supplier beyond casino content and into player engagement tools. The transaction remains subject to regulatory approvals.
The acquisition will add Splash Tech’s jackpot solution and free-to-play casino and sports capabilities to RubyPlay’s existing engagement suite, which already includes free spins, rewards, missions and tournaments. Once the deal closes, RubyPlay’s operator partners will gain access to Splash Tech’s jackpot and free-to-play tools across both RubyPlay titles and third-party content.
Splash Tech’s tools are already live with some of the biggest operators and suppliers worldwide, according to RubyPlay. Its real-money jackpot product can turn any product across all verticals into a jackpot game, the company said.
Tsachi Maimon, CEO of RubyPlay, said the deal moves the company beyond a single content silo and supports its position as a content and engagement provider. He said it will help RubyPlay deliver new revenue streams for partners and give operators more ways to address player acquisition and retention.
Splash Tech CEO Adam Wilson said the deal gives the company a stronger foundation for growth while it keeps continuity for existing partners. Current Splash Tech partners will continue to receive the same products, expertise and relationship focus, while RubyPlay’s operator network and multi-market reach will support further expansion, he added. Neither company disclosed the financial terms of the acquisition or an expected completion date.
💡TGJ Take
RubyPlay uses the Splash Tech deal to move beyond content and into engagement tools operators can apply across multiple verticals. That matters because jackpot and free-to-play products are not tied only to RubyPlay’s own games. For operators already running Splash Tech’s tools independently, the real question is what changes once RubyPlay controls the roadmap and pricing. For rival suppliers without their own engagement layer, the pressure to build or partner one increases, as content-only deals give way to broader engagement deals.
