RubyPlay acquires Splash Tech to expand engagement tools

• RubyPlay has agreed to acquire 100% of Splash Tech, a London-headquartered jackpot and free-to-play specialist.
• The deal adds jackpot, casino and sports free-to-play tools to RubyPlay’s existing engagement suite of free spins, rewards, missions and tournaments.
• The transaction is subject to regulatory approval, after which Splash Tech will operate as a RubyPlay company.

RubyPlay has entered into an agreement to acquire 100% of the shares in Splash Tech, extending the supplier beyond content into platform-level engagement tools.

The deal, announced Wednesday 8 July, brings one of the industry’s established jackpot providers into RubyPlay’s existing suite of free spins, rewards, missions and tournaments.

What Splash Tech brings

Splash Tech, headquartered in London, built its business on free-to-play casino and sports games before adding real-money jackpots. It picked up a B2B Critical Gaming Supply Licence from the Malta Gaming Authority in 2025, which let it start layering configurable jackpot prizes onto any casino game or sports bet rather than tying the mechanic to a single title.

That’s the part RubyPlay is buying into. Splash Tech’s tools sit on top of third-party content as well as proprietary catalogues, so RubyPlay’s existing operator partners can plug into the jackpot and free-to-play layer without ripping out their current integrations.

Tsachi Maimon, chief executive officer of RubyPlay, said:

“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.”

Studios and deal terms

RubyPlay’s content still runs through four market-focused studios: Koala Games, Mad Hat Games, xSlots and Firerose. RubyPlay-specific features built on Splash Tech’s engagement layer are planned next, rolling out across those catalogues over time rather than replacing them.

The acquisition still needs regulatory approval. Once it clears, Splash Tech becomes a wholly owned RubyPlay company, with its management and partner-facing teams staying in place through the handover. Neither side put a number on the deal.

Adam Wilson, chief executive officer of Splash Tech, said:

“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.”

Reading the deal

Buying a jackpot layer rather than building one is the cheaper, faster route to the same shelf space as suppliers who already sell engagement as a standalone product.

The harder part starts after the paperwork clears: getting operators who already run a jackpot vendor to switch, or convincing them to stack a second one on top. That’s a sales problem, not a product one, and it will decide whether this acquisition pays for itself.

It’s the latest move in a busy run for RubyPlay under Maimon, who took the CEO seat in 2025 after stints at Aspire Global and Aristocrat Interactive. The supplier has since debuted in Austria through win2day and extended into Spain via Paf Group, on top of earlier pushes into the US and Brazil.