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There is also a natural product opportunity. Splash Tech has traditionally been weighted towards sports within free-to-play, while RubyPlay brings a substantial casino ecosystem. For Wilson, the agreement creates a chance for Splash Tech to bring its distinctive engagement thinking into the RubyPlay world, planting a seed for future products that combine Splash Tech’s free-to-play and jackpot expertise with RubyPlay’s content ecosystem, market knowledge and distribution reach.

For RubyPlay, Splash Tech supplies a way to move beyond games and towards a broader content-and-engagement proposition. For Splash Tech, RubyPlay supplies the reach to take already proven products further. And for operators, the value is practical: a flexible engagement layer that can sit across casino, sportsbook and third-party content, reduce operational complexity and create more reasons for players to keep coming back.

Want to continue the conversation? Adam Wilson will be joining the RubyPlay team at SBC Summit in Lisbon (STAND B411) between September 29 and October 1, where operators can learn more about Splash Tech’s free2play games, jackpot engine and approach to lasting player engagement.

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Burnham dealt another slight blow to the retail sector recently, by insisting he would scrap “aim to permit” for betting shops as well as insisting that AGCs will now need planning permission to function.

Done questioned how much more of a tax burden wealthy business owners in the UK should bear, noting: “They keep saying those with the broadest shoulders should be paying more tax. Well, how broad do my shoulders have to be? We paid £400 million in taxes as a family last year.”

He expressed a personal reluctance to emigrate outside of the UK, but acknowledged that his children might seek more favourable tax regimes abroad. 

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