B2B iGaming development studio RubyPlay has announced a strategic partnership alongside Fanatics Casino, making a premium selection of its content available on the operator’s New Jersey digital platform.
The integration introduces several of RubyPlay’s established titles to Fanatics Casino players in the Garden State, including Mad Hit® Mr Coin, Immortal Ways® Magic Gems, and Mad Hit® Diamonds.
Deploying the Studio Led Multi Brand Model
The commercial launch provides the operator’s growing digital customer base with direct access to a range of content from the supplier’s multi-studio portfolio.
The expansion marks a significant step in RubyPlay’s long-term North American growth strategy. New Jersey remains one of the longest-running, most mature regulated iGaming markets in the United States, having played a central role in the company’s regional growth plans since its initial commercial launch in the state in early 2025. By joining forces with Fanatics Casino, RubyPlay further broadens its reach across the US market while extending the availability of its games to a highly engaged audience.
Managing Layered Content for Sustained Engagement
Dima Reiderman, Chief Commercial Officer at RubyPlay, explained that the partnership demonstrates how their tailored content ecosystem resonates with top-tier brands:
“Partnering with Fanatics Casino is a prime example of how we are growing in North America with tier-one brands. Expanding in New Jersey, where we first launched in the US, makes this a particularly meaningful step and reinforces our commitment to building long-term, high-value operator relationships in key regulated markets. Our approach is centred around a layered content ecosystem, built to support sustained engagement and performance over time. For operators like Fanatics Casino, this means access to a broader and more flexible content strategy, shaped by multiple studios, including Koala Games, Mad Hat Games, xSlots and Firerose, each focused on specific markets and audiences. As the North American market continues to evolve, that adaptability is becoming increasingly important, and partnerships like this highlight how our model is resonating with leading brands.”
Kieron Shaw, Senior Manager of Casino Content for Fanatics Betting and Gaming, added that the studio-led framework provides a robust structure to drive deep player retention:
“RubyPlay’s studio-led model provides a framework for deeper, longer-term player engagement, which is exactly what we are looking to achieve as we continue to build out our offering. Bringing renowned series like Mad Hit® and Immortal Ways® to our New Jersey customers is an exciting step, and we see strong potential in the partnership moving forward.”
