Strategic Takeover Integrates Advanced Jackpot Solutions and Free-to-Play Software to Expand Engagement Ecosystem
B2B iGaming supplier RubyPlay has entered into a definitive agreement to acquire 100% of the shares in retention tool specialist Splash Tech. The transaction marks a major structural shift for the company, accelerating its evolution from a traditional slot development studio into a comprehensive, platform-level player engagement provider. The completion of the transaction remains subject to customary regulatory clearances.
Through this integration, RubyPlay will combine Splash Tech’s specialized marketing and retention tools with its native gamification systems. The resulting unified backend will be deployed across its entire operator network, offering automated player acquisition and lifetime value (LTV) optimization modules.
Dismantling the Content Silo: Unified Cross-Brand Engagement Tools
Prior to the acquisition, RubyPlay’s retention architecture relied on standard promotional mechanics, including native free spins, tournaments, reward milestones, and in-game missions. By absorbing Splash Tech’s technical asset pipeline, RubyPlay moves past the standard boundaries of a games-only studio.
The primary technological advantage of the Splash Tech portfolio lies in its multi-vertical versatility. Rather than restricting the promotional logic to RubyPlay’s proprietary games, operator clients can activate Splash Tech’s jackpot solutions and F2P modules across all third-party content ecosystems. The real-money jackpot system is explicitly engineered with cross-vertical utility, giving operators a turnkey mechanism to convert standard casino games, live dealer streams, or sportsbook interfaces into progressive jackpot networks. This centralized framework lowers user acquisition friction, minimizes reliance on generic bonusing models, and delivers highly adaptable promotional campaigns tailored to changing regional regulations.
Executive Perspectives on Group Growth Roadmap
Tsachi Maimon, CEO of RubyPlay, emphasized how the transaction transforms the company’s market positioning to drive operator revenue:
“Through this acquisition, we are moving beyond the traditional content silo to firmly establish RubyPlay as a premium content and engagement platform provider. This elevated market position ensures we are delivering new revenue streams for our partners, providing them with effective ways to address player acquisition and retention.
Splash Tech has earned a strong reputation within the industry for driving innovation within the engagement tools space, underpinned by its superior expertise, data and content. Bringing the company’s capabilities into our broader offering marks a pivotal moment for RubyPlay’s evolution.”
Adam Wilson, CEO of Splash Tech, highlighted how RubyPlay’s international distribution network provides the necessary corporate scale to foster further product innovation:
“Becoming a RubyPlay company will give Splash Tech a stronger foundation for growth, with continuity at the heart of this transition. Existing Splash Tech partners will continue to benefit from the same trusted products, expertise, and relationship focus they expect from us, and we’re looking forward to working alongside new partners with RubyPlay.
As a global B2B iGaming company with a growing operator network and multi-market reach, RubyPlay brings greater scale, operator insight, and market credibility to support our ambition for further expansion and innovation.”
