RubyPlay shares insights into its bespoke approach to game development

In this article, Toni Mazrekaj, Head of Account Management at RubyPlay, delves into the company's bespoke approach to game development. According to Mazrekaj, the company's mission is to "empower operator brands by delivering tailored gaming experiences that resonate deeply with their unique identities and player communities."

In today’s fiercely competitive iGaming landscape, particularly within regulated jurisdictions, differentiation is paramount for operators aiming to establish and maintain a strong market presence. At RubyPlay, we recognise that true branding innovation thrives in a fast-paced environment. Our mission is to empower operator brands by delivering tailored gaming experiences that resonate deeply with their unique identities and player communities. 

A shift in supplier-operator dynamics

At RubyPlay, crafting bespoke branded experiences isn’t a side offering; it’s our specialty. We focus on creating games purpose-built to reflect each operator’s identity. This dedication to customisation is at the heart of our philosophy, GameCraft Unleashed, and is what truly sets us apart.

We have reimagined this model by placing the operator’s brand at the forefront of the gaming experience. Instead of offering generic titles with surface-level branding, we craft bespoke games that seamlessly integrate into an operator’s ecosystem. This means ensuring that every feature, mechanic, and design element amplifies the operator’s brand identity, rather than overshadowing it.

Tailored solutions for distinctive brand experiences

We understand that one size does not fit all. That’s why we offer two levels of customisation, each designed to meet the varying needs of operators.

For operators seeking a truly unique gaming experience, we work closely with them to develop games from the ground up. This involves extensive collaboration between our creative and account management teams and the operator’s stakeholders. From the outset, we engage directly with clients to understand their vision, brand guidelines, and target audience. By leveraging our extensive portfolio of over 120 games, we identify and adapt mechanics that align with the operator’s objectives, ensuring a distinctive and engaging product.

Our second solution is our ‘Lite’ customization. For operators that want a branded game without full-scale development, we offer a streamlined solution. This isn’t just about placing a logo on an existing game, it’s a thoughtful approach to customisation that considers brand colours, fonts, and themes to make the game feel like an organic extension of the operator’s brand. Even small changes, such as modifying a single symbol colour or adjusting animations, can significantly enhance player engagement when done with intent.

Efficiency without compromise

One of the biggest challenges in game development is speed. RubyPlay can deliver customised games in approximately three months, thanks to streamlined processes and early involvement of our creative team. This allows our partners to respond quickly to market opportunities and branding needs. As far as we know, this level of speed and brand alignment is uncommon in the industry.

Another key differentiator is the way we involve our creative team in client discussions. Instead of a slow back-and-forth process, our designers and developers participate in meetings from the start, adapting our workflows to fit their internal procedures and allowing us to align on brand vision and creative direction early. This flexibility allows us to optimize communication and ensure that feedback loops are efficient and effective, tailored to each partner.

Fostering player loyalty through exclusivity

Exclusive, branded content is a powerful tool for building player loyalty. Players gravitate toward unique experiences they can only access through a specific operator. By offering bespoke games, operators create a direct link between their brand and an exclusive gaming experience, increasing customer retention and engagement.

This strategy is particularly impactful in markets like the United States, where brand loyalty plays a significant role in consumer behaviour. US players tend to stick with brands they trust rather than moving between platforms in search of the best offers. A bespoke game that reflects an operator’s brand values and identity becomes a key differentiator, reinforcing customer loyalty.

At RubyPlay, we see bespoke games as a strategic brand extension—carefully crafted and backed by data-driven insights to ensure alignment with player preferences and market behavior.

Beyond player engagement, this approach benefits operators that are still establishing themselves. Even smaller operators can position themselves as strong, recognisable brands by leveraging bespoke content. For example, crypto-based casinos, which may face trust barriers due to regulatory uncertainties, can enhance credibility with players by offering branded games that reinforce their identity.

Building enduring partnerships

At RubyPlay, we don’t just develop games, we build relationships. By working closely with our partners, flying out to their offices, and collaborating on projects together, we forge deep connections. This isn’t just about business; it’s about creating a shared vision for success.

We invest heavily in post-launch strategies, ensuring that branded games aren’t just released and forgotten. Our marketing support includes rejoin bonuses, customer retention campaigns, and seasonal promotions that maximise the impact of each launch. This holistic approach helps operators extract the maximum value from their branded content.

At RubyPlay, we believe that our success is intrinsically linked to the success of our operator partners. By prioritising their brand identity and delivering customised gaming experiences, we enable operators to stand out in a crowded market, build deeper connections with their players, and achieve sustained growth. Our approach is not just about creating games, but it’s about crafting experiences that embody and elevate the operator’s brand, ensuring that players connect with the brand itself, not just the game.

As the Head of Account Management for the past two and a half years, I have seen the company build a truly diverse team, ensuring that everyone is professional, multilingual, and located in several destinations around the world. During training and daily operations, we focus on making sure everyone understands that the core of RubyPlay is to provide clients with what they need, even if they don’t yet know they need it. That’s especially true for newer brands. We also make sure to understand our clients’ time constraints and adjust to them. Our goal is to make things easier for them, so the games do most of the work. We understand their business and perspective and adjust everything accordingly. That’s how we’ve built a process that works so successfully.