Interviews
Behind Rubystone’s Rise: How PeakPlay is Set to Shake Up the Social Gaming Market
Can you give us a brief introduction to Rubystone?
Rubystone is a California-based provider of captivating, free-to-play social gameplay sites, powered by promotional sweepstakes, for the US and Canadian markets. PeakPlay, our flagship brand, is gearing up to launch in over 40 states and Canada, with the intention of shaking up the social sweepstakes industry and quickly establishing itself as a major player.
Our B2C brands lead with a player-centric focus, emphasizing the combination of responsible social gameplay with AAA content and exciting mobile gaming experiences.
In addition to our consumer brands, Rubystone also manages Scion, our B2B platform. This sets us apart by offering third-party brands a gateway into the US market with full compliance and access to premium content. The US audience is one of the most coveted in the world, and we provide operators with a distinctive opportunity to tap into this market, presenting significant growth possibilities for the right partners.
Can you tell us about Rubystone’s background, as well as your own background in the industry?
Rubystone has its roots on the other side of the Pacific in Christchurch, New Zealand. Gaming Rewards Group (GRG), our parent company, established the company to take over US operations, initially launched under their Ruby Play Network banner.
Rubystone and GRG believe firmly in the power of games to connect players and provide enthralling and exciting experiences.
My professional background includes working in and around the gaming industry for nearly two decades. I was SVP of Games & Marketing at Game Play Network and b spot, driving innovation in online horseracing for a decade. Before that, I was Senior Producer on the ABC gameshow Duel, a producer on The Real Deal, an interactive gambling show at the Venetian, adapted Deal or No Deal into an interactive real money stage show for cruise lines, and have launched more than 85 game titles, including some 70 real-money games and 15 apps.
My passion lies in bringing the company’s gaming visions to life, and Rubystone allows me to do that by leveraging all of my skills. I embarked on my journey with the company in early 2024. I strongly believe that together, we can revolutionize the social gameplay scene in the US and Canada in a manner that has never been seen before.
What inspired the foundation of Rubystone as the US-based counterpart for New Zealand’s Ruby Play Network?
The founders of GRG recognized the immense potential in the US social gaming market and were determined to tap into it as quickly as possible.
They believe their capabilities set them apart from other operators in the region. Establishing a strong presence on American soil and gaining a deep understanding of the market are vital components of their strategy. With a dedicated US team in place, they are poised to launch and eagerly anticipate partnering with established brands to shake up the North American social gaming and sweepstakes market.
Can you explain Rubystone’s core mission?
Our goal is simple: we aim to transform the social gaming scene in the US and Canada by offering players compelling brands that prioritize responsible social gameplay and place players’ interests first. This strategy involves two key components. Our consumer-facing websites will boast top-tier content from leading industry names, ensuring our players can access the latest and most exciting online casino offerings while providing top tier responsible gameplay support and fully compliant operations.
The second component is our Scion Rewarded Gameplay Platform. We envision opening up the US market to global brands, allowing them to captivate audiences with highly engaging content. We aim to foster innovation and empower brands to access the US market through a fully legal avenue. Through our full featured platform and trained live operations teams, brands gain entry to over 40 states and Canada, offering significant growth opportunities for all parties involved.
In an increasingly competitive sweepstakes market, how will Rubystone differentiate itself from its competitors?
The social games and sweepstakes market is insanely competitive, but we are well-positioned to tackle this. Our strategy pairs the expertise of our dedicated US-based management team with the innovation, proficiency and development strength of our New Zealand team. This approach positions us to enter the market aggressively and swiftly establish ourselves as key players.
One of our most powerful market differentiators is our Scion platform, built to run fully compliant operations in over 40 US states and all of Canada. This unique platform enables us to introduce new brands for various third-party partners, including those familiar with the US market but previously unable to launch here. Our capability to not only provide a platform, but run full white-glove live live operations for multiple brands gives us a unique market position.
What changes do you foresee for the social casino and sweepstakes industry’s future, and how is Rubystone positioned to handle them?
Right now, everybody is looking to grab a slice of the social sweepstakes pie. A whole wave of new entrants is competing to get into the market, and this will present a lot of challenges. Of course, the cream always rises to the top, and we are extremely confident we will do that.
Our experience in the industry and the powerful capabilities of the team backing us ensure we will be able to stay ahead of other operations as competition increases and user acquisition costs rise. We have access to AAA gaming content, industry-leading partners, and marketing channels many operators will struggle to get.
Rubystone’s plan is to establish itself quickly as a leading platform in the US market, integrating the best games and gamification tools on the market, some of which have never been launched in the US before. This, combined with strong marketing across a diverse range of platforms, will help us position ourselves strongly.
Right now, the social games and sweeps industry is under intense scrutiny, both from outside and within. However, skill gaming and fantasy sports have both come under similar pressure and have endured, and I see no reason why the outcome will be any different for social games and sweeps.
What are the long-term goals for Rubystone?
We are an extremely ambitious team at Rubystone, and we have laid out detailed plans for how we plan to succeed and where we plan to go in the coming years. Firstly, though, we must establish ourselves as a strong presence in the US and Canadian markets.
PeakPlay, our leading B2C brand, will play a major role in the early days of our journey, and we will utilize our extensive marketing capabilities to help establish it as a leading brand. We also want to set an example with responsible social gameplay and fully compliant operations.
2025 will be all about continuing that expansion and onboarding a handful of brands onto our Scion platform. We want to provide brands with an exciting and compliant route into the US market. There is also the possibility of working alongside brands in other sectors that may be considering the social games and sweeps market as a revenue stream but do not have the tools or industry knowledge to do so.
Our goal is to establish ourselves as an industry powerhouse and help power a new era for social gameplay in North America. Of course, we’re not going to give away all our secrets, but you can trust me when I say there are plenty of surprises and excitement in store.
Safety and compliance are at the core of everything the company does. Can you tell us a little bit more about how the company will continue to tackle the US’s increasingly complex regulatory landscape?
The social gaming market is crowded right now, and getting more crowded. The potential of the market may draw competitors who are less concerned about compliant operations. Despite the competition, we remain confident in our ability to stand out by prioritizing compliance and safety in everything we do. We’re not running fast and loose. We are here to stay. We’re setting up our operations to compete with the top players. With close collaboration between GRG’s core team in New Zealand, and our experienced US legal team, we ensure not only adherence to existing regulatory standards, but that we are prepared to adapt to new requirements as regulations evolve.
From our customers’ perspective, our commitment to their well-being will be evident in the comprehensive responsible social gameplay measures we implement. Our sites will provide players with access to a wide range of educational tools and resources, including time-outs, purchase limits, and self-exclusion. Our customer support teams will also be on hand to help players who feel they need access to further resources or support.
Can you give us more information about the company’s B2B platform and your future plans for it?
The Scion Rewarded Gameplay Platform is a cutting-edge social gameplay platform set to light up the industry in the US and Canada. This comprehensive platform offers both a full-featured-gameplay platform and comprehensive live operations support for third-party partners, ensuring a secure and compliant entry into the market with the potential for rapid growth.
Scion serves as a complete solution for our partners. It’s much more than a basic Player Account Management system. It encompasses branded website development, game acquisition and management, legal compliance, payment processing, player communications and engagement strategies, tools for responsible social gameplay, top-notch customer support, VIP programs, and much more. Whatever our partners require, the Scion platform delivers.
Everybody wants to enter the US market right now, and we have the capabilities to help the right brands do so.
Interviews
Interview with Booming Games: A Sweepstakes Casino Powerhouse Poised for Big Wins in 2025!
In the ever-evolving world of sweepstake casinos, Booming Games is making waves. With visually stunning slots, a wide range of games, and a strategic focus on sweepstakes, they’re quickly becoming the go-to supplier in the industry. We sat down with two of the masterminds behind Booming Games’ success: newly appointed Director of Games, Nemanja Zivic, and VP of Product, Moritz Blume. Here’s what they had to say.
Booming Games has been making quite a splash in the sweepstakes space recently. What’s the secret sauce behind your success?
Moritz Blume: laughs Well, it’s no secret that we’ve been laser-focused on making Booming Games the ultimate partner for sweepstake casinos. For us, it all starts with the players. We’ve built a reputation for creating visually stunning and feature-packed games that keep people coming back for more. And, you know, our sweepstake-friendly features like interactive bonuses, free spins, and multipliers? Players love it! Who wouldn’t want to hit a big win without staking any real money? That’s kind of our jam.
We’ve also made sure to optimize all our games for mobile because let’s face it, people love spinning the reels on their phones, whether they’re on the couch or waiting for their coffee. The seamless mobile experience keeps them hooked, and we’re proud of that.
You’ve just introduced Nemanja Zivic as the new Director of Games. How does he fit into Booming Games’ already strong team?
Moritz Blume: Oh, Nemanja is a rockstar! He brings a ton of experience, not just from the online iGaming world, but as a passionate player of land-based games too. His expertise spans both worlds, and he’s helping us take those proven land-based features that players love and bringing them online. We’re offering players mechanics tailored to all kinds of play styles. Nemanja’s input ensures our games are not just popular but keep players coming back for more.
Nemanja Zivic: Absolutely! We know there’s a traceable trajectory for the features that start in land-based casinos and go on to make waves online. There’s nuance, of course, but we get it. That’s why we offer content featuring both the core and the evolution of Hold and Win, Cash Collect, Triple-pot bonuses, quick-hit Multi jackpots, Multi-reel set Bonuses, and short-term persistence games that make players feel right at home. We bring these land-based features online, and then elevate them with multiple bonus buys, side bets, and picks—ensuring every kind of player, from the casual spinner to the high roller, finds something that resonates with their style.
Between Moritz and me, we’ve got the experience to know what players crave. Add that to our killer roadmap for 2025 and 2026, and we’re all set to release some seriously exciting new titles.
Speaking of sweepstakes, what specifically sets Booming Games apart for operators in this space?
Nemanja Zivic: Booming Games offers full flexibility and an unmatched diversity in our game portfolio—whether you’re looking for classic casino fruits and diamonds, popular casual player favorites, or high-roller picks, we’ve got it all either in the portfolio already or coming next year.
For sweepstake casinos, we provide modified language support tailored to sweepstake players, social currencies, you name it—we’re all about making it work for the operator. And we don’t just stop there. We offer customized game titles to help strengthen the casino’s brand. Want a game with your logo on it? We can do that! Want exclusive features for your VIP players? Done.
Oh, and let’s not forget our various app integrations. We’re getting embedded into platforms that sweepstake players use the most. If you want your Booming Games titles in your app store, we make it happen. Anything’s possible when you’re working with us.
Wow, that’s impressive. Can you tell us more about how you’re integrating with influencers and sweepstake streamers?
Moritz Blume: We’re playing the long game here. In 2025, we’re going to be teaming up with some big names in sweepstake-focused streaming and influencer marketing. Expect to see Booming Games plastered all over Twitch, YouTube, and every platform where people love to watch gameplay. We’ve got some secret partnerships up our sleeve with streamers who are going to take our games to the next level in terms of exposure.
We’re already among the top 3 revenue drivers on various sweepstake platforms, and we’re only going to climb higher. By working closely with influencers, we’re taking our visibility and engagement to new heights. The future is looking bright!
It sounds like Booming Games is on the verge of a major sweepstake takeover. What can we expect next?
Nemanja Zivic: We’re just getting started! We’re in the final stages of some truly exciting partnerships and game launches tailored specifically for sweepstake operators that will redefine the player experience. At the same time, we’re always keeping our eyes on regulatory changes—if there’s an update, we’re ready to react the next day, ensuring our games are fully compliant wherever they’re played.
But that’s not all—responsible gaming is one of the pillars of Booming Games’ strategy. While we’re busy creating all these exciting new features, we’re equally focused on making sure our games are safe, secure, and fair for everyone. By staying on top of regulation and promoting responsible play, we aim to deliver not just thrilling games but ones that players can trust.
Any last words for the sweepstake casino operators and players reading this?
Moritz Blume: If you’re an operator, Booming Games is the partner you’ve been waiting for. We’ve got the tools, the games, and the know-how to make your players love what they’re playing. And for the players? Strap in, because Booming Games has some wild new titles coming your way. 2025 is going to be a ride!
Sounds like Booming Games is the perfect storm for sweepstake casinos. Thanks for chatting with us!
Moritz Blume and Nemanja Zivic: in unison Thank you!
Booming Games continues to dominate the sweepstake casino world, with cutting-edge game design, tailored solutions for operators, and exciting partnerships in the pipeline. Stay tuned for their roadmap in 2025—it’s going to be big!
As Responsible Gaming Education Month (RGEM) rounds to a close in the US, Dr Michael Auer, Managing Director of OpenBet’s Neccton, and Joann Pierce, Chief Commercial Officer at Games Global USA, share their insights into the biggest responsible gaming and player protection challenges currently facing operators in America’s regulated states and the tools needed to secure a sustainable and safer future for the industry.
What are the key player protection challenges faced by operators and suppliers in 2024?
MA: Evolving global gaming markets, such as the US and LatAm, demand operators have in-depth insights into their players’ behaviour. With high player volumes, this can pose a challenge for those without up-to-date technology. Operators have the responsibility to take proactive steps to protect players from harm, but in new jurisdictions such as Brazil and Peru, it is vital for them to win the trust of their customers and promote responsible gaming from the off. In a recent Hibou survey, of 2,839 Brazilian respondents, 16% reported experiencing financial issues due to their gambling, which should make combating harm and effectively tracking their player base a core priority for operators.
For suppliers, developing responsible gaming tools that meet the needs of the market is essential. By achieving this, they can take positive steps towards building a sustainable and safer industry. Of course, to be confident their tools are up-to-date and will have a notable impact on reducing potentially harmful behaviours, they must be informed by the richest data available from real players. Peer reviewed research that uses datasets from operators themselves is the best way to do this.
JP: There are very different player protection challenges for operators who are directly accepting wagers from the player vs suppliers who are typically offering their products to the operators – to offer to the player. The main difference is complete oversight of a player’s activity vs partial. An operator can join the dots and see all of a player’s conduct across every wager and vertical, whereas a supplier will typically only see the fraction of that play which occurs on their products. Working together, suppliers can help operators with contextualising to help fulfil their duty of care.
Suppliers will typically operate across numerous states, so where state-by-state, game design and safer gambling requirement variations exist it can pose a challenge. In this regard, continued moves towards harmonisation across states would be beneficial for all stakeholders.
What tools and resources can be provided to help operators implement effective responsible gaming measures?
JP: We have mentioned that harmonised standards assist players, operators, suppliers and regulators. However, measures should be evidence based to ensure that we are putting in place solutions which we know are going to be effective and which help all parties target their resources to maximum effect. From an operator’s perspective, access to any player data that can help build an accurate picture undoubtedly helps in delivering that duty of care. Following the lead of other countries, the UK is seeing the implementation of centralised industry-led exclusion registration via the GamProtect system.
Results from the pilot stage looks promising and with some US focussed operators having been involved in that pilot, it would be interesting to see if the US states could come together to replicate such a register to protect the most vulnerable players when for example they physically relocate between states.
MA: Operators looking to succeed in their respective markets must demonstrate superior responsible gaming capabilities and may turn to technology to support their efforts. OpenBet’s Neccton empowers operators to effectively track player behaviour in real-time, offer limit setting and pop-up messaging functions, and integrate anti-money laundering and fraud detection tools.
My research in this sphere has shown that real-time interventions, such as reality checks, improve the effectiveness of player protection efforts. Our software, which is informed by academic research and adapted in line with the latest insights, is supported by a dedicated compliance consultancy service which gives operators the confidence to fulfil their responsible gaming responsibilities.
What are the key priorities for suppliers in promoting responsible gaming in the years to come?
MA: Suppliers must keep up with the latest developments in responsible gaming tools and research as markets evolve. I have published more than 50 peer reviewed studies in academic journals related to safer gaming and continue to conduct contemporaneous research into player protection. Utilising real player data and insights from experts will help suppliers evolve their offerings to match the changing needs of operators and their customers.
Additionally, staying on the pulse of recent regulatory developments must also be a priority, as shortcomings can delay the production of much-needed software that instils confidence in operators and regulators alike and meets the needs of the market.
JP: The main focus for suppliers around safer gambling relates to game design. There isn’t that direct contact with the players, so the scope of direct interaction is removed. In this regard, harmonisation of standards and requirements around game design is hugely beneficial to all stakeholders.
We would love to see some of the excellent academic work being undertaken in this field being picked up, endorsed and incorporated into formal standards by regulators.
All suppliers are willing to do whatever it takes to ensure their products help keep players safe but we want to ensure changes are going to achieve the desired outcome and the best way to do this is to take the evidence based approach.
GameplAI is harnessing the gains in automation seen in other tech sectors and bringing them to the sports betting industry, with more accurate pricing and automation which reduces the manual overhead of risk-management for trading teams. Its growing group of partners are benefiting from a series of never-before-seen, player-focused markets that engage fans both pre-game and in-play.
Gaming Americas caught up with their Co-Founder, Graham Savage, the man at the helm of a company on the road to becoming the premium supplier of automated and quantitative-driven sports solutions for the sector.
After GameplAI’s defining Q1 raise earlier this year, how have you been deploying the funds?
There are two core priorities for the deployment of our capital. The first is the expansion of our team. We have already doubled the size of the team since January and we are still looking to hire additional technology and sports-modelling expertise. The second strand is a focus on licensing. Given the global footprint of our expanding customer base, we are actively pursuing licences in multiple U.S. states (and have already secured our first three in Virginia, Colorado and Iowa) in addition to emerging LatAm regions such as Peru and Argentina.
What does adding Marco Blume as an investor do for the company?
Marco provides fantastic insight and context in terms of what is most important to operators when assessing third-party products. Under his tenure, Pinnacle became a global leader in terms of sports product and pricing and this is the equivalent position that we are keen to assume within the suppliers’ sphere.
How do you see the supply market changing in the year ahead?
We see a strong emphasis being placed by operators on both in-play and props products. We feel this will be a dual responsibility to solve, with the onus being on companies like ourselves to create innovative products bolstered by compelling and accurate pricing, whilst our B2C partners will prioritise delivering intuitive and engaging front end UI to further embellish the product experience.
How were the Euros/Copa America for you and your recent operator deals?
We used both tournaments as a test bed. Betano, the premium online sports betting and gaming brand, launched a segment of the football player props product that we have developed in conjunction with Opta data. These markets proved to be hugely popular and we will roll out our extensive football props solution with Betano over the coming weeks.
In parallel, we launched a proof of concept of our football narrator product with a leading UK operator, which generates contextual markets in-play, relative to the most recent game state. These markets were really well-received by UK-based customers and we will look to broaden the scope of that collaboration, now that the domestic season has resumed.
What are the opportunities for GameplAI right now in the medium to long-term?
We have been very fortunate with the stature of partners with whom we are working. Their respective product and trading teams have been a fantastic support and resource for us – and working with people of that calibre will only serve to further enhance the quality of our product offering.
Broadening our international footprint is also hugely exciting and by the end of year we will be live with market-leading partners across three separate continents, which represents incredible progress in 12 months. We are hugely enthused at the prospects ahead and firmly believe GameplAI will be at the forefront of driving new product innovation in sports in 2025 and beyond.
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