Online casino games supplier RubyPlay has expanded its New Jersey presence through a new content agreement with Fanatics Casino. The partnership brings several of the supplier's slot games to Fanatics players across the Garden State.
Key Takeaways
- RubyPlay expanded its New Jersey reach by launching selected slot titles through Fanatics Casino.
- The initial release includes Mad Hit and Immortal Ways games from RubyPlay's multi-studio portfolio.
- Fanatics Casino now offers RubyPlay content alongside slots, table games and mobile access in four states.
The initial release includes RubyPlay titles, Mad Hit Mr Coin, Immortal Ways Magic Gems, and Mad Hit Diamonds. These titles give Fanatics Casino additional branded slot content as it develops its game library in one of the country's longest-established regulated online casino markets.
The launch follows RubyPlay's entry into New Jersey in early 2025. Its latest agreement extends that expansion through a major operator with both mobile and desktop casino products
RubyPlay develops games through several internal studios, including Koala Games, Mad Hat Games, xSlots, and Firerose. Each team contributes separate themes, mechanics, and game styles to the supplier's wider catalog.
For Fanatics Casino, the agreement adds established RubyPlay franchises to a platform already offering slots, roulette, blackjack, and other casino games. The addition also supports the operator's focus on maintaining a broad selection for players with different game preferences.
Enjoying Covers content? Add us as a preferred source on your Google account“Partnering with Fanatics Casino is a prime example of how we are growing in North America with tier-one brands. Expanding in New Jersey, where we first launched in the U.S., makes this a particularly meaningful step and reinforces our commitment to building long-term, high-value operator relationships in key regulated markets,” said Dima Reiderman, CCO at RubyPlay.
Taraji P. Henson headlines new Fanatics Casino ad campaign
As Fanatics Casino works to build its audience across these four states, the company has also leaned into marketing to raise its profile. Earlier this year, it launched a new advertising campaign centered on its rewards program.
The campaign, called "The House Always Rewards," features actress Taraji P. Henson playing a character named Fran, an accountant frustrated by how generous the casino's rewards system has become.
The ads position Fran as a comedic foil who tries unsuccessfully to scale back the platform's giveaways, while players around her continue earning prizes.
The rollout included 30- and 15-second broadcast spots along with a 90-second digital film. Additional ads highlight the platform's FanCash Spins Bonus Rounds feature, showing Fran reacting with dismay as colleagues celebrate player wins.
According to the announcement, Fanatics Casino awarded more than $33 million in FanCash to players last year. The company says Henson will continue portraying Fran in future campaigns, building out a recurring character tied to the brand's rewards messaging.
“Fran is the last person who wants a casino to be this generous, and that’s exactly what sets Fanatics Casino apart,” said Selena Kalvaria, chief marketing officer at Fanatics. “Taraji brings a sharp wit and grounded relatability that makes Fran instantly recognizable, even when she’s actively trying to sabotage us. She’s the perfect foil for a platform built around repeatedly rewarding players.”
