RubyPlay Targets Four iGaming States With Fanatics Casino Deal
RubyPlay has signed a content distribution deal with Fanatics Casino in New Jersey. It is the supplier’s second major US operator partnership, coming 18 months after its market entry through Rush Street Interactive’s BetRivers brand.
The deal brings selected RubyPlay titles to Fanatics Casino players in New Jersey, including Mad Hit Mr Coin, Immortal Ways Magic Gems and Mad Hit Diamonds.
Since entering New Jersey in January 2025, RubyPlay has focused on adding operator agreements rather than chasing new state licences. The logic is straightforward: New Jersey internet gaming win hit $263.1m in April 2026, up 11.9% year on year, according to the Division of Gaming Enforcement. Getting onto more operator platforms in that market is worth more than a licence in a smaller one.
Fanatics Casino operates in Michigan, New Jersey, Pennsylvania and West Virginia. That footprint is what makes this deal different from the BetRivers agreement. A strong performance in New Jersey gives RubyPlay a case for rollout across three additional states through a single operator relationship.
RubyPlay works through four internal studios: Koala Games, Mad Hat Games, xSlots and Firerose. The model gives Fanatics Casino access to varied mechanics and release formats without managing multiple supplier contracts, which matters for an operator still building out its casino catalogue.
Dima Reiderman, chief commercial officer at RubyPlay, said the deal supports the company’s North American growth with established operator brands. Kieron Shaw, senior manager of casino content at Fanatics Betting and Gaming, said RubyPlay’s studio model fits Fanatics Casino’s push to build deeper player engagement.
💡 TGJ Take
Fanatics is still finding its footing as a casino operator. It has the brand and the sports betting base, but its slot catalogue is thinner than the established players in Michigan and Pennsylvania. That creates an opening for suppliers like RubyPlay, but also a real test. Operators building their casino identity pull content that does not convert quickly. If RubyPlay’s titles hold their ground in New Jersey, the multi-state conversation with Fanatics becomes serious. If they don’t, the deal stays a footnote. For other mid-tier suppliers watching the US market, this is the model worth tracking: one operator relationship with a four-state footprint beats four separate licence applications.
