Firerose Studio by RubyPlay: Custom Casino Games for Operators

RubyPlay has introduced Firerose, a new studio focused on developing casino games tailored specifically for operators. This move reflects a growing trend in the iGaming industry, where operators are increasingly seeking branded content to differentiate themselves in a competitive market.

Firerose enables operators to integrate RubyPlay‘s existing game catalog with the studio’s technology and creative expertise. By leveraging operator-led insights, the studio shapes games to reflect an operator’s brand identity, moving away from standardized supplier content.

Superbet is one of the first operators to launch titles powered by Firerose. While the specific game names and performance figures have not been disclosed, early results have shown ‘strong engagement metrics,’ indicating a positive response.

Firerose operates alongside other studios within RubyPlay‘s multi-studio structure, including Koala Games, Mad Hat Games, Ruby Studio, and Xslots. These studios collaborate by sharing technology, infrastructure, and distribution networks.

‘Firerose represents a deliberate shift in how we think about content creation and partnership. The market is no longer driven solely by volume, but by identity. Operators want experiences that feel native to their brand and help them clearly differentiate in increasingly competitive casino environments,’ said Dima Reiderman, Chief Commercial Officer at RubyPlay.

‘Firerose was created to put the operator’s voice at the center of the creative process. Every game starts with their brand, their audience, and their story, and our role is to bring that to life through the full weight of RubyPlay’s creative capabilities,’ added Dr. Eyal Loz, CPO at RubyPlay. ‘We’re shaping experiences that players immediately associate with the operator itself. That level of ownership is what allows operators to stand out in increasingly crowded casino environments.’