“We’re not looking to launch one ‘unicorn’ hit — we're building consistently entertaining games that deliver for all operators"

As Latin America cements itself as one of the fastest-growing regions for online gaming, RubyPlay continues to expand its footprint with a strategy built on localization, customization, and deep operator partnerships. Leading this push is Daniel Niño, Head of Region LATAM at RubyPlay, who has overseen the studio’s rise to Tier-1 status across key markets including Brazil, Argentina, Mexico, Colombia, and Peru.

In this conversation with Yogonet, Niño breaks down what truly defines localized content in LATAM today, how RubyPlay approaches speed-to-revenue and VIP engagement, and why the studio’s wide performance base is driving its momentum. He also outlines the company’s regulatory readiness, partnership models, and plans for replicating its success in Argentina across the broader regio

What’s RubyPlay’s unique edge for operators in Brazil, Argentina, Mexico, Colombia, and Peru, and why should that matter right now?

RubyPlay is an operator-first studio: we create market-tuned games and promotions designed to make each operator’s brand shine. Our edge lies in branded and bespoke titles, accessible Bonus Buy features, localized minimum bets, and game math optimized for longer sessions and above-market daily spins per player.

At this stage, we are not looking to launch one ‘unicorn’ hit, but rather we are focused on building consistently entertaining, reliable, and easily customizable games that deliver for all operators.

In terms of localization, what is working in each market for slots?

Without revealing too much of our ‘sweet sauce’, it's clear that each LatAm market has distinct preferences. In Brazil, fierce competition for even a small share of the market has pushed operators and providers to offer higher RTPs and give a bigger amount of promotions and bonuses away, which is why the market is changing every week and extremely pricey to get a small share.

Mexico still responds strongly to mechanics familiar from land-based venues, including progressive jackpots, traditional hold and re-spin bonuses, well-defined volatility, clear feature signposting, and a strong visual identity.

Meanwhile, players in Chile and Argentina, although very different culturally, share an appetite for progression, quests, collections, and missions, all with transparent win potential.

Our roadmap leans into those patterns. We collaborate closely with the operators to see what resonates most with their audiences - if their players would love a World Cup-themed game, we will create one, including branded or bespoke variants to drive longer sessions, above-market spins per player, and slightly higher average bets without compromising RTP transparency.

Localization goes beyond content and UI - it extends to a service. Localization isn’t just what players see; it’s how operators are served. RubyPlay invests in localized account managers in each major LATAM market. These managers are fluent in the language, culture, and consumer behavior, and are embedded with local operators to deliver faster and better-aligned outcomes.

What does a typical RubyPlay go-live look like, from launch to day 30?

Once integration is complete, we run parallel certification mapping depending on the target market. We then provide a curated day one launch pack that includes market-aligned minimum bets, configurations aligned to the operator's strategy, a certified game list, and marketing materials ready for activation.

Our dedicated team of expert Account Managers supports operators daily and strategizes based on market needs. By day seven, we layer promotions, and by day thirty, a light tournament - though the exact approach varies by operator and market needs.

Are you prioritizing reaching VIP players, and if so, how?

LatAm is a great region for both VIPs and the vast community of recreational and low-stakes players. From experience, each market, through its operator ecosystem, reflects a different balance. Some operators derive up to 90% of their revenue from just a handful of high-stakes players, so we ensure they have configurations aligned to those needs - high volatility with premium visuals and a sense of luxury.

But at the same time, we’ve seen operators achieve strong GGR from extremely low-stakes models, such as minimum bets of 0.025 EUR and maximums of 0.5 EUR.

In LatAm, we need to be ready to cater to both ends of the spectrum. Whether a player is on the latest smartphone with 5G or on a basic device with a weak signal, RubyPlay games load quickly and automatically adjust to network conditions using the same adaptive logic that streaming platforms use to ensure smooth performance.

Where is RubyPlay currently certified/live across LATAM?

RubyPlay is certified and live in the regulated markets of Argentina, Brazil, Peru, Colombia, and Panama, and we are present in other LATAM markets that grant licenses to specific operators.

Speed to market is extremely important, especially as countries like Chile, Mexico, the Dominican Republic, and Puerto Rico move toward new or updated regulations next year. We have a very clear due diligence and compliance process to ensure full readiness in every jurisdiction.

If an operator wants to bet big on RubyPlay - exclusive launches, bespoke content, co-marketing - what can you offer to hit shared goals fast?

We focus on three key levers for partnership success: exclusives or early-access windows, branded and bespoke variants aligned with your calendar and audience, and short, data-driven promo bursts. Our goal isn’t to chase player fame; our purpose is to elevate your brand as an operator with games that deliver long sessions, above-market spins per player, and strong average bet dynamics.

Also, through our new independent studio, Koala Games, we can deliver even greater speed and flexibility in customization, an advantage that truly sets us apart from competitors.

How is the B2B Business Development looking, and what is RubyPlay’s strategy for the next year in LATAM to reach out to more valuable operators?

Our position has evolved over the years, especially in recent months, and we can safely say RubyPlay is recognized as a Tier-1 provider across the region, supported by key partnerships in Mexico, Colombia, and Peru, and a particularly strong traction in Brazil and Argentina.

There is still work to do, though - new operators are emerging every day, regulations are changing, and we still have many deals in the pipeline. However, there is a growing demand from new operators thanks to our games' success. Much of our growth now comes from inbound requests rather than outbound outreach, reflecting strong word-of-mouth within the operator community. Partners highlight both the quality of our games and the excellence of our commercial and technical support. As our presence expands with top operators in major markets, our momentum continues to accelerate.

Argentina is RubyPlay’s strongest market in the region. What’s working for you there today? What’s the strategy for next year, and how will you replicate that success in other markets?

Our success there doesn’t hinge on one standout title. We’re proud of a broad, stable portfolio - while many providers see 50% of their revenue come from one title and 90% from their top five, RubyPlay’s performance is wide-based with around 50% of our revenue coming from more than twenty titles. That said, standouts in the region include Volcano Rising, Zeus Rush Fever Deluxe, and Koala Games’ Voltage Blitz Rapid. We were early to market, we know the audience very well, and operators value how we work with them.

For the year ahead, our Argentina strategy centers on two priorities: expanding coverage by going live with four major operators across several provinces, and launching a tailor-made title tuned specifically to local preferences around RTP, volatility, bonuses, and cultural flavor.

To replicate this success in other markets, we’ll follow the same proven formula - tailored content per market and operator, expert local account management, meaningful promotional budgets aligned to local calendars, and close, responsive collaboration with each operator to continually adapt and deliver what their players love most.