Date: 29.11.2023

by Mateusz Mazur

RubyPlay Ventures into Italy with Direct Integration via PokerStars Partnership

RubyPlay, a renowned B2B iGaming development studio, is set to make a significant stride in the Italian market through a direct integration with PokerStars, a prominent operator under Flutter Entertainment.

RubyPlay Ventures into Italy with Direct Integration via PokerStars Partnership

This marks RubyPlay’s first direct foray into Italy, following a fruitful collaboration with PokerStars earlier in 2023. The earlier launch showcased RubyPlay’s hit games like “Shake Shake Money Tree” and “Diamond Explosion 7s,” which received a warm reception.

Bespoke Titles and Strategic Growth

The partnership with PokerStars is just the beginning, as RubyPlay plans to develop bespoke titles tailored for the Italian audience. This move allows Italian players to immerse themselves in RubyPlay’s innovative and engaging portfolio.

The Italian market is pivotal for many in the iGaming industry, and RubyPlay’s entry is a crucial development, especially following the success of their “Immortal Ways” franchise, which broke records in player retention and engagement.

RubyPlay’s Global Aspirations

This expansion is a testament to RubyPlay’s commitment to growth in regulated markets globally. The company has experienced significant growth over the past year and is looking to extend its presence to Romania and Spain in 2024. This aligns with their strategy of global expansion and reinforces their position in the industry.

Dr. Eyal Loz, Chief Product Officer at RubyPlay, commented on this milestone: “We are proud to announce our expansion into the Italian market following a highly successful period with PokerStars. This strategic move marks our first direct integration in Italy, a key market with a dedicated player base eager to explore our diverse content. Our commitment to global growth in regulated markets continues as we look forward to introducing our titles in Italy, and soon in Romania and Spain, furthering our significant strides in the industry.”

Our Comment on the Article

RubyPlay’s entry into the Italian market with PokerStars is a game-changer for the iGaming industry. It not only exemplifies strategic business growth but also highlights the importance of tailored content in engaging diverse player bases.

The focus on regulated markets, such as Italy, Romania, and Spain, underlines a savvy approach to expansion, balancing compliance with innovation.

This move by RubyPlay could set a new standard in the industry for how game providers engage with international markets and tailor their offerings to meet localized demands.