RubyPlay boosts offering with Splash Tech acquisition

iGaming provider RubyPlay recently announced its agreement to acquire 100% of the shares in Splash Tech. This move marks a strategic expansion of RubyPlay's offering. Previously focused on content, the company will now incorporate platform-level engagement tools, aiming to find new ways to attract players in regulated markets worldwide. The transaction is still subject to regulatory approvals. Upon completion, Splash Tech will be fully integrated into the RubyPlay family.

Splash Tech is known for its advanced jackpot solutions as well as its free-to-play offerings in the casino and sports sectors. These will be added to RubyPlay's existing suite, which already includes free spins, rewards, missions, and tournaments. This new direction promises operators in the iGaming industry enhanced opportunities for player acquisition, engagement, and revenue growth. The stated goal is to significantly strengthen its market position.

Numbers and facts

By acquiring 100% of Splash Tech's shares, RubyPlay significantly expands its offerings. Splash Tech's jackpot solutions have proven particularly effective by overcoming 'single-supplier limitations' and turning any product into a jackpot game. Splash Tech's system is already live with some of the largest operators and platform providers in the global iGaming industry. Existing RubyPlay partners will gain future access to these new features, designed to support engagement across third-party content as well as RubyPlay titles. Future RubyPlay-specific features, including those for its market-focused studios Koala Games, Mad Hat Games, xSlots, and Firerose, are also planned.

Frank Fantini, founder of Fantini Research, noted that the trend of private equity firm acquisitions often reflects low valuations in the gaming sector. Many popular gaming stocks are well below their all-time highs, making them attractive to investors. This could also be a factor in this case, although it is a strategic addition rather than a purely financial investment.

Background

The acquisition was announced on July 8, 2026. It solidifies RubyPlay's position as a tier-one provider of revenue-driving products and services. The company aims to drive business growth for operators worldwide. The acquisition complements RubyPlay's existing studio-based content ecosystem, which offers casino brands greater flexibility, relevance, and brand control.

Tsachi Maimon, CEO of RubyPlay, emphasized the strategic importance of this step:

"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." - Tsachi Maimon, CEO of RubyPlay

Adam Wilson, CEO of Splash Tech, also expressed positively about the company's future under RubyPlay's umbrella:

"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." - Adam Wilson, CEO of Splash Tech

This development illustrates the ongoing consolidation trend in the iGaming industry. Providers are constantly seeking ways to expand their offerings and secure competitive advantages. France's gambling market, for example, grew by 3% in 2025, reaching a total gross gaming revenue (GGR) of €14.1 billion, highlighting the potential for such engagement tools in regulated markets. Online gambling in France increased even more significantly, by 8.5% to €2.617 billion.

Why it matters for German players

For German players, this development indirectly means a greater variety of games and engagement opportunities in online casinos. GGL-licensed casinos (subject to the Joint Gaming Authority of the Federal States) are always looking for innovative ways to entertain players. Jackpot solutions and free-to-play offerings can significantly enrich the gaming experience, as long as they comply with strict German regulations. The State Treaty on Gambling 2021 (GlüStV 2021) sets clear limits. These include a betting limit of 1 euro per spin and a monthly deposit limit of 1,000 euros, centrally monitored via LUGAS. Should RubyPlay and Splash Tech's new offerings adhere to these specifications, they could potentially play a role in Germany. Players should always ensure they only play at casinos on the GGL whitelist to guarantee that all protective measures are observed.

What it means for GGL-licensed casinos

For operators of online casinos with a GGL license, the integration of Splash Tech's solutions through RubyPlay could open up new opportunities. Strengthening engagement and player retention is a core goal for all providers, especially in a regulated market like Germany. The ability to layer an 'engaging layer' over existing game offerings can increase the platform's value. However, these tools must be seamlessly integrated into existing systems and must not undermine or circumvent the strict rules of the GlüStV 2021, particularly the deposit limits and the extensive LUGAS player protection system. If RubyPlay adapts these products for the German market and makes them GGL-compliant, they could become attractive to GGL-licensed casinos.