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.