RubyPlay has agreed to acquire 100% of the shares in Splash Tech, taking its first step into acquisitions while broadening its product portfolio beyond game content. The planned deal brings jackpot technology together with free-to-play casino and sports capabilities into RubyPlay’s existing engagement offering, continuing the company’s recent focus on player engagement solutions.
The acquisition follows RubyPlay’s earlier launch of its Missions and Tournaments suite, which introduced in-game engagement mechanics designed around gameplay events rather than player spending. Together, the two developments reflect the company’s wider strategy of combining game content with engagement technology for regulated iGaming operators.
Acquisition broadens engagement technology portfolio
Under the agreement, RubyPlay will add Splash Tech’s products to an engagement suite that already includes free spins, rewards, missions and tournaments. The company said the additional capabilities will provide operators in regulated markets with more options to improve return on investment, increase revenue and support player acquisition, retention, cross-selling and monetisation.
Splash Tech’s technology portfolio already serves several major operators and platform providers across the global iGaming sector. Its flagship real-money jackpot solution works across multiple gaming verticals and removes the restrictions associated with single-supplier jackpot systems by allowing operators to introduce jackpot functionality across different products.
Once the transaction closes, existing RubyPlay operator partners will gain access to Splash Tech’s jackpot products and free-to-play casino and sports offerings. These tools will support engagement across third-party games alongside RubyPlay’s own portfolio.
The company also plans to introduce additional RubyPlay-specific functionality in the future. Those developments will extend across its market-focused studios, including Koala Games, Mad Hat Games, xSlots and Firerose.
RubyPlay stated that the acquisition strengthens its position as a provider of both gaming content and engagement products while complementing its existing studio-based ecosystem, which gives operators additional flexibility in how they build their casino offerings.
The transaction remains subject to regulatory approvals. After completion, Splash Tech will operate as part of RubyPlay.
Expansion follows launch of in-game engagement tools
The acquisition comes only weeks after RubyPlay introduced its Missions and Tournaments platform, which the company presented as an alternative to traditional wallet-based engagement systems.
Speaking previously about the launch, RubyPlay Chief Product Officer Dr. Eyal Loz explained that the company designed the tools around gameplay events rather than deposit or wagering activity. Instead of rewarding spending, the system focuses on actions that occur during gameplay, including feature activations and symbol combinations.
According to Loz, this approach gives operators access to richer gameplay data while creating competition that is accessible to a broader range of players. He also said early testing showed that more than 70% of players completed missions that set targets over 20% above their usual playing habits.
RubyPlay said those engagement tools are available throughout its entire studio ecosystem through a unified Event API, allowing operators either to integrate the gameplay events into their existing customer relationship management systems or use RubyPlay’s own missions and tournaments engine.
The addition of Splash Tech’s jackpot and free-to-play products builds on that foundation by expanding the range of engagement tools available through a single platform.
Company executives outline next phase of growth
RubyPlay Chief Executive Officer Tsachi Maimon said the acquisition represents another step in the company’s development beyond game production.
“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.
“Splash Tech has earned a strong reputation within the industry for driving innovation within the engagement tools space, underpinned by its superior expertise, data and content. Bringing the company’s capabilities into our broader offering marks a pivotal moment for RubyPlay’s evolution.”
Splash Tech CEO Adam Wilson said the transaction provides the company with additional resources while maintaining continuity for existing customers.
“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.
“As a global B2B iGaming company with a growing operator network and multi-market reach, RubyPlay brings greater scale, operator insight and market credibility to support our ambition for further expansion and innovation.”
RubyPlay also described the acquisition as its first corporate purchase, calling it an important stage in the company’s evolution as it expands from a game supplier into a broader provider of content and engagement technology for regulated markets.
Source:
RubyPlay builds on strong growth momentum with Splash Tech acquisition, rubyplay.com, July 2026.
