RubyPlay focuses on operator experience with Firerose

RubyPlay is expanding its capacity as it builds on an extensive footprint in both Europe and the United States, with the company approaching game development from a new angle - through a studio that will be designed to build operator-specific game experiences.

The demand for bespoke gaming experiences has long been coming, with technological innovation facilitating the extra work studios need to put in, and companies such as RubyPlay now embracing ventures such as Firerose, the studio’s original foray in this field. Commenting on the opportunity, both RubyPlay CCO Dima Reiderman and CPO Dr Eyal Loz explained the reason for making this move now. Firerose, Reiderman explained, was a deliberate shift in how content creation happens on the ground floor of partnerships. The market is no longer driven solely by volume, but by identity. Operators want experiences that feel native to their brand and help them clearly differentiate in increasingly competitive casino environments. Reiderman explained, adding that partners now have the tools to build their own identity and gameplay experience. Dr. Loz was similarly excited at the opportunity to empower operators and reforge content partnerships, and what companies and business clients put into those. Instead of mass marketing, the executives are now aiming for more made-to-order products.

We’re shaping experiences that players immediately associate with the operator itself. That level of ownership is what allows operators to stand out in increasingly crowded casino environments, Dr. Loz added. This is not to say that RubyPlay will slow down in bringing high-quality and impactful games to its portfolio, but it will further push into these bespoke experiences. Firerose is also a layer that can be integrated into the broader ecosystem of the RubyPlay-owned studios, such as Koala Games, Mad Hat Games, Ruby Studio, and Xslots, allowing creative collaborations, fast delivery, and impactful results.