In this exclusive interview with GMB, Toni Mazrekaj, head of account management at RubyPlay, discusses how the company's region-specific game releases, agile operations, and deep market insights are driving success in jurisdictions like Brazil and Latin America, while paving the way for growth in the USA and beyond.
Games Magazine Brasil - RubyPlay launched a variety of new titles in 2024, including country and region-specific releases. How do you ensure these games resonate with the local audience while maintaining a global appeal?
Toni Mazrekaj - The distinctive strength of RubyPlay and one of our defining features 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.
An effective segmentation strategy involves developing games that naturally resonate with certain countries or regions. Take, for example, Immortal Ways Betano, a game customized for Betano. This RubyPlay creation incorporated the football theme to celebrate the Copa América, one of the most popular competitions deeply rooted in Latin American culture and reflecting Brazil's passionate relationship with the sport.
The game uses our highly successful Immortal Ways mechanics, ensuring its appeal extends beyond regional borders to attract players worldwide. Our efficient game development process allows us to adapt this popular mechanic to various regional markets. Another example released last year includes the Immortal Ways® Lady Moon, which celebrates the beloved Asian Moon Festival.
Another testament to our regional segmentation strategy while maintaining global appeal is our successful launch, Go High® Panda. We deliberately chose a 3x3 reel setup, a format particularly popular in Brazil. We enhanced the game by incorporating perceived skill elements, knowing that Brazilian players prefer instant games where they can control the draw time. This strategic approach resulted in Go High Panda becoming one of the best performances not just in Brazil, but also in global markets.
With the Brazilian market set to open next year, how is RubyPlay preparing for this exciting opportunity?
RubyPlay has successfully entered the regulated gaming market in Brazil, demonstrating our commitment to compliance and collaboration. We work diligently to meet the requirements of the Ministry of Finance by adapting our platform, certifying games with accredited laboratories, and supporting operators throughout the process. With a well-prepared team and complete planning, we ensure a smooth transition to this exciting new phase in Brazil.
This milestone reflects our dedication to offering high-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 local market development.
Latin America remains a critical market for RubyPlay. What strategies have been essential for your growth in the region and how do you plan to leverage your experience as regulations in Brazil come into effect?
Latin America stands out as one of our strongest markets, with our games performing exceptionally well in Argentina, Mexico, Brazil, and Colombia. Our success in these regions is not due to a single factor, but rather a combination of strategic elements working together. Our product team excels at creating slots that truly connect with players. By weaving local cultural elements and heritage into our games, players feel a deeper connection with the experience. When we combine 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 across Latin America. We not only create great games, but we ensure that players can find and enjoy them easily. What really sets RubyPlay apart is how flexible we are with our partners. We truly listen to what our clients need and act accordingly, whether it's creating customized games, coming up with new 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 ensure we are always ready to meet specific regulatory requirements on time. Looking ahead, we are doubling down on what works: creating games tailored for specific regions, partnering with local companies for marketing, and building our brand presence through brand and game exposure. We are also taking a significant step forward by establishing our first local commercial team in the region. This move will help us work even closer with our clients and further consolidate our position as a leading supplier 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 seen extraordinary growth and successfully entered several new and regulated markets. Looking forward, we are optimistic about continuing to thrive and achieve steady, professional expansion in the US market. Additionally, by entering the regulated US market, RubyPlay showcases its legitimacy as a provider and the strength of its brand. This has a global transfer effect, especially in other regulated markets around the world.
The ICE is a major platform for industry innovation. How does RubyPlay intend to showcase its commitment to customization, regional relevance, and cutting-edge game design at this year's event?
This is our second time exhibiting at ICE, one of the industry's largest conferences, now with a new and exciting home in Barcelona. We will be showcasing some of our latest releases, including Giga Match® North Pole, Giga Match® Fruits, and Immortal Ways® Cleopatra. We are excited 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 to us. The team comes together, having worked with each other mostly through video calls, and everyone is excited to see each other again. You can really feel this high and positive energy at our booth.
What sets RubyPlay apart from competitors in markets like Brazil and the USA, and how do you see this differentiation shaping your success in these rapidly evolving regions?
What I believe really makes a provider like 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 quick adaptation to market changes without getting bogged down in bureaucratic processes. Our teams work in perfect sync to provide quick responses to client requests and adapt rapidly to changing market conditions. This interdepartmental synergy is particularly evident in how we handle specific market requirements and regulatory changes, ensuring we are always prepared and responsive.
These core strengths - quick decision-making, employee empowerment, and exceptional interdepartmental coordination - combine to create a dynamic and responsive organization that consistently outperforms our competitive landscape. Our ability to act quickly and adapt, while maintaining high standards, has proven to be a winning formula in the gaming industry.
Source: Exclusive GMB
