RubyPlay expands into Delaware with Rush Street Interactive

RubyPlay, a globally acknowledged developer of business-to-business (B2B) iGaming content, has officially made its debut in Delaware’s online gaming sector. This market entry is the result of an enhanced partnership with its long-standing associate, Rush Street Interactive, Inc. (RSI), a prominent and reputable name within the United States’ regulated iGaming industry.

The launch marks a significant stage in RubyPlay’s broader North American expansion strategy. It demonstrates the studio’s intention to secure a footprint across several regulated states following its earlier, well-received debut in New Jersey earlier in 2025.

Strategic expansion into Delaware

The Delaware rollout provides players with access to a carefully curated portfolio of over 20 of RubyPlay’s most successful slot titles. The line-up includes notable releases such as Immortal Ways Diamonds SE, Diamond Explosion Patriots, and Immortal Ways Buffalo. Each of these games incorporates the developer’s signature mechanics, designed to enhance gameplay, while also incorporating thematic elements tailored to appeal to US-based audiences.

By entering Delaware, RubyPlay adds another regulated jurisdiction to its operational map, which is an important factor in the competitive American iGaming environment. The move also signals confidence in Delaware’s growing online casino market, which has experienced gradual yet steady growth since the legalisation of iGaming in the state.

Enhancing the player experience

RubyPlay’s approach to game design has long centred on balancing innovation with localisation. For the Delaware market, this means offering slot mechanics familiar to experienced players while also introducing novel features intended to encourage long-term engagement.

Immortal Ways Buffalo, for example, builds on the enduring popularity of wildlife-themed slots in the United States, while Diamond Explosion Patriots integrates elements that reflect regional themes and appeal to local player preferences. Immortal Ways Diamonds SE offers a twist on the classic gemstone slot concept, with enhanced visual presentation and multiple ways to win, aiming to hold the attention of both casual and high-frequency players.

These games are now available through RSI’s BetRivers brand, which is operational in Delaware and other US states. BetRivers has developed a reputation for delivering a safe, reliable, and user-focused gaming environment, aligning closely with RubyPlay’s own brand values.

Rush Street Interactive’s trust in RubyPlay

The extended collaboration between RubyPlay and RSI builds upon an existing relationship initially developed in New Jersey. That earlier partnership saw RubyPlay’s content integrated into BetRivers’ platform for the Garden State, where it achieved strong performance metrics in both player engagement and retention.

Dr Eyal Loz, chief product officer at RubyPlay, noted the importance of this new phase in the partnership, stating:

“Breaking into a second US state is a big moment for us, especially alongside a partner that truly understands the casino games category and shares our vision.
We’ve already seen how well our content resonates with BetRivers players in New Jersey, and we’re confident Delaware will be no different. With titles like Immortal Ways Buffalo and Diamond Explosion Patriots leading the charge, we’re bringing something fresh, bold and built to engage.”

This endorsement underscores the mutual strategic benefit for both companies: RubyPlay gains broader market access, while RSI continues to enrich its portfolio with content designed to differentiate its offering in a competitive marketplace.

Richard Schwartz, chief executive officer at Rush Street Interactive, expressed similar enthusiasm for the collaboration, commenting:

“We’re delighted to expand our partnership with RubyPlay and bring their high-quality slots to our BetRivers players in Delaware.
RubyPlay’s portfolio continues to impress, and we’re excited to showcase these games to our ever-increasing player base in Delaware.”

Delaware as an emerging iGaming market

While Delaware’s population is smaller than other iGaming states such as New Jersey or Pennsylvania, the market remains an important proving ground for content developers aiming to refine their offerings for a US audience. The state has been an early adopter of online gambling regulation, and it offers a controlled environment where operators and developers can test products, measure performance, and gather player feedback.

The Delaware Lottery oversees online casino operations, which are conducted through partnerships between state-licensed entities and technology providers. As a result, the entry of a new content supplier such as RubyPlay can add fresh variety to the existing game selection, potentially increasing player engagement for licensed operators.

The role of localisation in US expansion

For international iGaming companies, localisation is often critical to success in the United States. While certain gameplay mechanics, such as free spins or bonus rounds, have universal appeal, thematic elements frequently require adjustment to reflect local culture, regional preferences, and even seasonal events.

RubyPlay has emphasised its ability to adapt content to different jurisdictions. By offering a combination of familiar and locally inspired themes—such as patriotic symbols, regional wildlife, and sports-inspired features—the company aims to resonate with a broader cross-section of the Delaware player base.

A measured approach to market growth

Industry analysts note that while entering new jurisdictions can accelerate revenue growth, the process must be carefully managed to ensure compliance with regulatory frameworks. RubyPlay’s Delaware launch comes on the back of its proven compliance track record in New Jersey, which may help smooth its entry into other states in the near future.

Given the operator’s and supplier’s shared commitment to responsible gaming and regulatory adherence, this collaboration also positions both parties to meet the increasingly stringent requirements being introduced across US markets.

Looking ahead: broader US ambitions

The Delaware launch is unlikely to be RubyPlay’s final move in the United States for 2025. Company representatives have previously indicated that the goal is to establish a presence in several additional regulated states. This could potentially include larger markets such as Pennsylvania and Michigan, both of which have established iGaming sectors with significant player bases.

Furthermore, the data gathered from Delaware’s player activity may inform RubyPlay’s future content roadmap. By analysing performance metrics from multiple states, the studio can refine its offerings to ensure optimal engagement across diverse US audiences.

Industry impact and competitive positioning

In an increasingly competitive iGaming market, partnerships between established operators and innovative content suppliers can significantly influence player acquisition and retention rates. For RSI, expanding the RubyPlay catalogue in Delaware helps reinforce its reputation for offering a premium selection of games, while for RubyPlay, the move represents both a commercial and strategic step toward greater market visibility.

The collaboration also signals a broader industry trend: suppliers and operators are working more closely to tailor content to specific markets rather than relying solely on global, one-size-fits-all releases. This strategy often results in better engagement metrics and improved long-term player loyalty.

Conclusion

RubyPlay’s entry into Delaware through its partnership with Rush Street Interactive represents more than just a geographical expansion—it reflects a calculated step in a long-term strategy to strengthen its foothold in the regulated US iGaming market. By introducing a portfolio of locally resonant, high-quality slot titles to BetRivers players, the studio is positioning itself as a content provider capable of delivering both innovation and market-specific appeal.

For RSI, the collaboration enhances its ability to offer diverse and engaging entertainment options, reinforcing its position as a trusted and forward-looking operator. In an industry where regulatory compliance, responsible gaming practices, and content quality are paramount, both companies have demonstrated a shared commitment to sustainable growth.

As Delaware players gain access to RubyPlay’s distinctive slot experiences, the launch sets the stage for future market entries across the United States, where the combination of creative design, player-focused features, and strategic partnerships is likely to remain the key to lasting success.

FAQs

What is RubyPlay?
RubyPlay is a B2B iGaming content development studio that creates online slot games for regulated markets worldwide.

What is Rush Street Interactive?
Rush Street Interactive (RSI) is a US-based online gaming and sports betting operator, known for its BetRivers and PlaySugarHouse brands.

Why is the Delaware launch important for RubyPlay?
It marks RubyPlay’s entry into its second US state, expanding its regulated market presence and reaching a new player audience.

Which RubyPlay games are available in Delaware?
Players in Delaware can access over 20 RubyPlay titles, including Immortal Ways Buffalo, Diamond Explosion Patriots, and Immortal Ways Diamonds SE.

Has RubyPlay worked with RSI before?
Yes, RubyPlay first partnered with RSI for the New Jersey market earlier in 2025, achieving positive results in player engagement.

Why focus on localisation in slot games?
Localisation ensures that themes, visuals, and gameplay resonate with specific regional audiences, increasing engagement and retention.

How is Delaware’s iGaming market regulated?
The Delaware Lottery oversees online casino operations in partnership with licensed operators and technology providers.

What benefits does RSI gain from this partnership?
RSI enhances its game portfolio with exclusive and engaging content, helping attract and retain players in a competitive market.

Is RubyPlay planning to enter more US states?
Yes, the company has indicated it intends to expand into additional regulated states in the future.

How does RubyPlay ensure regulatory compliance?
RubyPlay works with certified testing agencies and adheres to jurisdiction-specific rules to meet all legal and responsible gaming standards.