Games Magazine Brasil - RubyPlay launched a variety of new titles in 2024, including country and region-specific launches. How do you ensure these games resonate with local audiences while maintaining a global appeal?
Toni Mazrekaj - RubyPlay's distinctive strength and one of our defining characteristics in game development is our annual commitment to creating specialized games tailored for specific audiences. We achieve this through careful consideration of game mechanics, artistic elements, and mathematical models.
One effective targeting strategy involves developing games that naturally resonate with particular countries or regions. Take Immortal Ways Betano for instance, a custom-designed game for Betano. This RubyPlay creation incorporated the football theme in order to celebrate Copa América, which is one of the most popular competitions that are deeply embedded in the LatAm culture and reflect Brazil’s passionate relationship with the sport. The game utilizes our highly successful Immortal Ways mechanics, ensuring its appeal extends beyond regional boundaries to attract players worldwide. Our efficient game development process enables us to adapt this popular mechanic for various regional markets. Another example released last year includes Immortal Ways® Lady Moon, which celebrates Asia's beloved Moon Festival.
Another testament to our regional targeting strategy while maintaining global appeal is our successful release, Go High® Panda. We deliberately chose a 3x3 reel configuration, a format particularly popular in Brazil. We enhanced the game by incorporating perceived skill elements, knowing that Brazilian players favor instant games where they can control their cash-out timing. This strategic approach has resulted in Go High Panda becoming a top performer not only in Brazil but across global markets as well.
With Brazil’s market set to open up next year, how is RubyPlay preparing for this exciting opportunity?
RubyPlay successfully entered the regulated gaming market in Brazil, showcasing our commitment to compliance and collaboration. We worked diligently to meet the Ministry of Finance’s requirements by adapting our platform, certifying games with accredited laboratories, and supporting operators throughout the process. With a well-prepared team and thorough planning, we ensured a smooth transition into this exciting new phase in Brazil. This milestone reflects our dedication to delivering top-quality gaming experiences while adhering to the highest standards of regulation. As we continue to grow in Brazil, we remain committed to fostering strong partnerships and supporting the local market’s development.
Latin America remains a critical market for RubyPlay. What strategies have been key to your growth in the region, and how do you plan to leverage your experience as Brazil’s regulations come into effect?
Latin America stands as one of our strongest markets, with our games performing exceptionally well in Argentina, Mexico, Brazil, and Colombia. Our success in these regions isn't due to a single factor but rather a combination of strategic elements working together. Our product team has mastered the art of creating slots that truly connect with players. By weaving local cultural elements and heritage into our games, players feel a deeper connection to the experience. When we pair this cultural authenticity with our proven game mechanics, we consistently create games that top the charts.
The strength of our commercial team has been crucial in building the right partnerships and distribution channels throughout Latin America. We don't just create great games – we make sure players can easily find and enjoy them. What really sets RubyPlay apart is how flexible we are with our partners. We really listen to what our clients need and act on it, whether that means creating custom games, coming up with fresh promotional ideas, or finding creative ways to help casinos stand out from their competitors.
Having a top-notch compliance team has been invaluable, especially when entering regulated markets. They make sure we're always ready to meet specific regulatory requirements on time. Looking ahead, we're doubling down on what works: creating games tailored to specific regions, partnering with local companies for marketing, and building our brand presence through brand and games exposure. We're also taking a big step forward by establishing our first local commercial team in the region. This move will help us work even more closely with our clients and further cement our position as a leading provider in Latin America.
How do you see your recent entry into the US market influencing your strategy and partnerships in Latin America, especially in regulated markets like Brazil?
Over the past two years, we have experienced extraordinary growth and successfully entered numerous new and regulated markets. Looking ahead, we are optimistic about continuing to thrive and achieving steady, professional expansion in the US market. Additionally, by entering the regulated US market, RubyPlay shows its legitimacy as a provider and the strength of its brand. This has a carry over effect globally, especially in other regulated markets across the globe.
ICE is a major platform for industry innovation. How does RubyPlay intend to showcase its commitment to personalisation, regional relevance, and cutting-edge game design at the event this year?
This is our second time exhibiting at ICE, one of the largest conferences in the industry, now with an exciting new home in Barcelona. We’ll be showcasing some of our latest releases, including Giga Match® North Pole, Giga Match® Fruits, and Immortal Ways® Cleopatra. We’re thrilled to meet our clients, connect with new faces, and present our innovative offerings. RubyPlay is a fully remote company, and these events are very special for us. The team comes together, while having worked with each other most of the time only through video calls, and everyone is excited to see each other again. You can really feel this high and positive energy at our stand.
What sets RubyPlay apart from competitors in markets like Brazil and the US and how do you see this differentiation shaping your success in these rapidly evolving regions?
What I believe truly makes a provider such as RubyPlay stand out is our agile decision making, excellent teamwork across different departments and flexible approach towards our clients.
Our flat hierarchy allows ideas to flow freely from any team member directly to decision-makers, enabling rapid adaptation to market changes without getting bogged down in bureaucratic processes. Our teams work in perfect sync to deliver fast responses to client requests and adapt quickly to changing market conditions. This interdepartmental synergy is particularly evident in how we handle market-specific requirements and regulatory changes, ensuring we're always prepared and responsive.
These core strengths - rapid decision-making, employee empowerment, and exceptional cross-departmental coordination - combine to create a dynamic and responsive organization that consistently outperforms in our competitive landscape. Our ability to move quickly and adapt while maintaining high-quality standards has proven to be a winning formula in the gaming industry.
Source: Exclusive GMB
