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Mark MacCombie, Chief Commercial Officer at Games Global, discusses how combining creative evolution with strategic precision keeps franchises like Gold Blitz at the forefront of player engagement and market performance.

New games drop daily, and the challenge is not just to be seen, but to be remembered. While it might seem tempting to think the only way to make noise is to completely reinvent the wheel, in reality, sometimes the smartest path to longevity is knowing when to build on established foundations. In an industry that moves at breakneck speed, the boldest move is often to double down on what you already do best and elevate proven concepts to new heights.

At Games Global, we know that the titles which stand the test of time strike the right balance between refreshed ideas and lasting appeal. Franchises succeed when they preserve the elements players already love, then expand on them with purpose and precision.

It is important for us as a global company to approach franchises as a core strategic pillar. They are not a byproduct of success, but rather a deliberate move, built with intent, shaped by an understanding of what drives player loyalty, and guided by an ambition to grow across markets and over multiple releases.

Success in this space comes from respecting the DNA of a title while having the courage to enhance it in ways that add genuine depth. Every decision is grounded in data from real player behaviour, insight from our operators, and the creative instincts of our studio partners. That combination of perspective and imagination is what allows us to launch games that feel instantly recognisable yet undeniably fresh.

The Gold Blitz franchise exemplifies this philosophy perfectly, with Gold Blitz Express, the fourth instalment in the core Gold Blitz series, retaining the dynamic audiovisual design and Cash Collect mechanic that make it instantly recognisable for returning players. At the same time, it introduces the brand-new Express feature, which has already gained significant traction across our wider portfolio, alongside deeper bonus round progression with an Accumulation Trail, integrating an entirely new concept into the franchise.

These enhancements upgrade the overall experience, increase reward potential, and build intrigue, keeping energy high from the first spin to the last. When we set out to create Gold Blitz Express, the objective was to build on what already worked rather than replace it. This is not change for the sake of change, but a considered approach focused on refinement, adding value and variety while remaining true to the heart of the original game.

This evolution is intentional. Every creative choice is part of a development process that combines discipline with innovation. Our studios have the freedom to explore bold ideas, but they are supported by a central framework that offers performance data, trend analysis, cross-market insights, and operator feedback. Obtaining this balance encourages experimentation while ensuring each title aligns with commercial goals.

Every sequel is approached as an opportunity to refine gameplay, adjust the pacing of features, and introduce surprises that feel like a natural extension of the brand. Features like this are what spark the interest of players while preserving the qualities they already love. The aim is to deliver games that keep people returning, not because of habit, but because each session offers something worth returning for.

Commercially, franchises offer powerful advantages. Operators know they are working with a dependable performer, while players experience a sense of trust that has already been established. This creates momentum from day one of launch, enabling faster adoption and longer lifecycle performance than a completely new IP might achieve.

Franchises like Gold Blitz show how a well-considered evolution can have more impact than a complete reinvention. They demonstrate the strength of building on a solid foundation, adding new layers of engagement without losing the heart of the experience.

In a crowded marketplace, the real differentiator is smart progression, the kind that earns attention quietly and holds it for the long term. It is this progression – not the loudest change – that keeps a title relevant, rewarding, and poised to thrive for years to come.

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Deal expands RubyPlay beyond content into platform-level engagement; transaction remains subject to regulatory approvals.

RubyPlay has entered into an agreement to acquire 100% of the shares in Splash Tech, as the supplier moves beyond content into platform-level engagement tools. The transaction is subject to regulatory approvals.

RubyPlay said the acquisition will add Splash Tech’s jackpot solution and Free-to-Play casino and sports capabilities to its existing engagement suite, which includes free spins, rewards, missions and tournaments. Following completion, RubyPlay’s operator partners will gain access to the Jackpot and Free-to-Play tools, designed to support engagement across third-party content as well as RubyPlay titles.

The company said Splash Tech’s engagement tools are already live with “some of the biggest operators and platform providers” globally. RubyPlay also said Splash Tech’s real-money jackpot product can turn “any product across all verticals into a jackpot game.”

Tsachi Maimon, CEO of RubyPlay, said: “Through this acquisition, we are moving beyond the traditional content silo to firmly establish RubyPlay as a premium content and engagement platform provider. This elevated market position ensures we are delivering new revenue streams for our partners, providing them with effective ways to address player acquisition and retention.

“Splash Tech has earned a strong reputation within the industry for driving innovation within the engagement tools space, underpinned by its superior expertise, data and content. Bringing the company’s capabilities into our broader offering marks a pivotal moment for RubyPlay’s evolution.”

Adam Wilson, CEO of Splash Tech, said: “Becoming a RubyPlay company will give Splash Tech a stronger foundation for growth, with continuity at the heart of this transition. Existing Splash Tech partners will continue to benefit from the same trusted products, expertise, and relationship focus they expect from us, and we’re looking forward to working alongside new partners with RubyPlay.

“As a global B2B iGaming company with a growing operator network and multi-market reach, RubyPlay brings greater scale, operator insight, and market credibility to support our ambition for further expansion and innovation.”

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