During Ice Barcelona 2026, Tsachi Maimon, CEO of RubyPlay, discussed about RubyPlay’s approach to game localisation, the company’s growing presence and partnerships in Italy, and the new studio content ecosystem model, which underpins RubyPlay’s content strategy and future growth.

Tsachi Maimon: “What excites me the most is that the games are designed for a specific market from the start, not created as generic content and then modified later to fit local rules, culture, or player habits. So when we state we can develop fresh content specifically for Italy, we can truly deliver on this promise from the very beginning of the design process.

Our roadmap is built around speed, focus, and precision. The studio ecosystem allows us to move quickly while designing content that reflects local culture, regulation, and player behaviour from day one. In regulated European markets, this combination of fast execution and deep localisation is what creates real value for our partners and drives sustainable growth.

Europe remains central to our strategy, and Italy will continue to play a key role in shaping our future”.