RubyPlay partners with SkillOnNet for US, LatAm, Europe launch

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2025/04/24: SkillOnNet expands Mexican operations through Light & Wonder and ELK Studios partnership 2025/06/25: RubyPlay announces partnership with BetMGM in New Jersey 2025/05/20: SkillOnNet brand PlayUZU partners with Mexican concert promotor OCESA 2025/05/14: PG Soft extends partnership with SkillOnNet to launch content in Brazil

The Backstory

Setting the stage: why this tie-up matters

The latest tie-up builds on a year of rapid expansion for both companies across regulated markets. RubyPlay has been widening distribution with top-flight operators, while SkillOnNet has been stacking content and marketing firepower in Latin America and the United States. Their new agreement, first rolling out in the U.S. and Latin America before Spain and other regions, follows a series of moves that primed both sides for scale. As laid out in the announcement of RubyPlay’s content launch across SkillOnNet brands including PlayOJO, SpinGenie and PlayUZU, the partnership gives RubyPlay immediate reach across multiple jurisdictions and deepens SkillOnNet’s games catalog with titles like Diamond Explosion 7s and Immortal Ways Diamonds. Read more on the initial rollout and sequencing in the companies’ RubyPlay–SkillOnNet launch.

The strategy hinges on speed to market and regulatory sequencing. The partners plan to turn on content where approvals land first, then follow with broader European distribution. That phased plan mirrors how each has entered North America and Latin America to date: lead with flagship brands, localize content and marketing, then layer on additional studios to fill out the lobby.

Mexico became the proving ground

SkillOnNet has treated Mexico as a cornerstone market, aligning content breadth with brand-building. It fortified its Spanish-language PlayUZU platform with marquee lineups from Light & Wonder and ELK Studios, extending a relationship that brought Mexican players franchises such as Dragon Train and Stargate Megaways, alongside ELK’s X-iter-led hits like Nitropolis and Pirot. The company framed the push as a continuation of what worked elsewhere, localizing for Mexico while leaning on brands with global resonance. Details are in SkillOnNet’s move to expand Mexican operations with Light & Wonder and ELK.

Marketing followed. PlayUZU signed on as an official sponsor of Mexico City’s Palacio de los Deportes for the 2025–2026 season, tying the gaming brand to more than 40 concerts and events. The deal with promoter OCESA turns the “Sounds Like PlayUZU” campaign into a steady stream of VIP offers and on-the-ground exposure, a playbook designed to compound any content-led traffic uplift. That activation underscores how SkillOnNet aims to win share in competitive, entertainment-driven markets. See the sponsorship details in PlayUZU’s partnership with OCESA.

Operator alliances anchored RubyPlay’s North American entry

RubyPlay’s path into the U.S. and Canada has been operator-first. The studio’s partnership with BetMGM in New Jersey put a slate of titles live on a leading casino app, with a pipeline to deliver more across multiple North American jurisdictions. The company also pointed to ongoing launches in Ontario. That distribution capacity and brand recognition with a top operator signaled RubyPlay’s ability to support wider rollouts like the SkillOnNet deal. More on the BetMGM pact is in RubyPlay’s BetMGM partnership in New Jersey.

RubyPlay had already been building momentum in the U.S. through a partnership with Rush Street Interactive, launching titles in Delaware in August. Those placements, plus a portfolio topping 130 games, gave the studio a credible base to promise steady content drops as SkillOnNet switches on markets. The earlier wins also reduce execution risk for the combined rollout by proving engagement with U.S. players and operator tech stacks. That context is captured in the announcement of the SkillOnNet distribution, which followed the Rush Street debut.

Brazil’s opening turbocharged content pipelines

The regulatory go-live in Brazil on Jan. 1, 2025, turned the region into a top priority for both content owners and platforms. SkillOnNet moved quickly to extend its PG Soft partnership into Brazil, lighting up games on PlayUZU.br and BacanaPlay.br. The push emphasizes local hits like Fortune Tiger, known in Brazil as Jogo do Tigrinho, whose viral profile on social media translates into built-in demand. The localized launch and market intent are detailed in PG Soft’s Brazil expansion via SkillOnNet.

In parallel, SkillOnNet broadened its library with Habanero’s portfolio for Brazilian players, adding popular titles and a progressive mechanic designed to boost session time and retention. The market stakes are high: research cited in the announcement pegs gross revenue potential at $2.9 billion in 2025, with an outlook to $6.3 billion by 2028. Those projections justify the race to secure content breadth and local resonance. See more in SkillOnNet’s Habanero extension in Brazil.

What to watch next as Europe and LatAm expand

The rollout plan tied to the RubyPlay–SkillOnNet agreement starts in the U.S. and Latin America, then moves to Spain and other regulated markets as approvals land. Spain fits SkillOnNet’s strength with Spanish-language brands and aligns with PlayUZU’s positioning. In Latin America, Mexico remains a growth engine thanks to a maturing content mix and the OCESA sponsorship pipeline, while Brazil’s fresh regulatory framework will test how localized hits convert to long-term retention.

For RubyPlay, distribution through a multi-brand platform with thousands of titles puts pressure on differentiation and release cadence. For SkillOnNet, adding RubyPlay’s portfolio raises the ceiling on discovery and cross-sell, especially in markets where it is already promoting localized favorites from PG Soft, Habanero and Light & Wonder. Expect the near-term milestones to include additional U.S. states from RubyPlay’s operator relationships, faster title certifications in Spain and continued brand-led activations in Mexico to feed the funnel created by the broader content stack.