RubyPlay: "We aim for global reach, keeping an eye on opportunities across various regions to expand our footprint"

The SBC Summit Lisbon, held from September 24 to 26, brought together over 25,000 delegates, 450 speakers, and 600 exhibitors from the global gaming industry, making it one of Europe’s most significant events. Among the key participants was RubyPlay. The summit provided the company the opportunity to connect with international clients and showcase its latest offerings and market strategies in a dynamic environment.

In an exclusive interview with Yogonet, Toni Mazrekaj, Head of Account Management, shared insights into RubyPlay’s approach to expanding its presence in Latin America and beyond. He discussed the company’s emphasis on developing market-specific games and outlined efforts to adapt to evolving industry trends and regulations. Mazrekaj also highlighted upcoming projects and the company’s plans for the final quarter of the year.

What can you tell us about what this event and industry meetings, in general, represent for RubyPlay?

Our management team is primarily based in Malta, although RubyPlay operates as a remote company with team members located across various countries. Having everyone together at an event as significant as SBC Lisbon is invaluable for us. It allowed us to build and strengthen relationships through face-to-face interactions, which is quite different from online communication. We were able to offer a deeper insight into our product, showcase our growth, and convey the energy and essence of what RubyPlay is all about.

What key products and features did the company showcase at this event, and how does your portfolio stand out in such a competitive industry?

We have presented our refined game portfolio. We’re already performing well in Latin America, with a strong focus on Brazil. We have a lot of big clients live there already and we’ve developed a game specifically for the Brazilian market called Go High Panda. We’re promoting this game heavily and collaborating with marketing agencies and streamers to increase its visibility. The game offers a feature that makes players feel there's a skill component, with opportunities for high multipliers, and so far, it’s performing very well for us.

Additionally, we recently released Gummy Giga Match on September 19, which has become the top performer in our portfolio, surpassing Diamond Explosion 7s. This game appeals to players who enjoy animation, cascading effects, and high multipliers. It also introduces some new-age mechanics, appealing to younger audiences, differing from our usual portfolio that has traditionally drawn on land-based casino mechanics.

Brazil is clearly a key market for you. What other markets are you targeting, and what types of customers are you expecting at the booth?

We are already doing well in Argentina, which remains a crucial market for us alongside Brazil, where we are working with clients like Betano and Brazino777. We have also recently entered Spain and Italy, so establishing our footprint in these two markets is pivotal for us.

While SBC Lisbon might not be the strongest event for targeting the U.S. market, we are generally aiming for a global reach. For this specific event, our focus was Latin America and Europe, although we are keeping an eye on opportunities across various regions to expand our footprint.

What major trends do you see gaining momentum in the iGaming sector?

Regulation is definitely the dominant topic. Brazil, for instance, is undergoing regulatory changes, which is generating a lot of discussion. In general, the industry is leaning towards developing games that appeal to younger audiences while ensuring a range of options suitable for different age groups. It’s about finding that balance and catering to evolving player demographics.

As we enter the last quarter of the year, are there any new projects or plans you can highlight for us regarding what’s ahead for RubyPlay?

We’re working on something called the Awarded Feature, which will allow players to receive free spins within the bonus game, planned for release in Q1 2025. Additionally, we are developing our own promo tool, which will have strong branding and is expected to launch in the later quarters of 2025. We’re also focusing on creating tailored and customized game portfolios for certain clients, offering bespoke and branded games. This has been a key focus for RubyPlay over the past couple of years, and it remains an important part of our strategy moving forward.