RubyPlay Expands US Presence by Partnering With Fanatics Casino in New Jersey
RubyPlay has launched a selection of its most popular titles on Fanatics Casino's New Jersey platform, furthering the studio's push into the US regulated iGaming market.
iGaming content provider RubyPlay has partnered with Fanatics Casino in New Jersey, bringing a selection of its established slot titles to the operator’s platform in the Garden State. The deal, announced on June 15, marks another step in RubyPlay’s North American expansion and gives Fanatics Casino’s growing user base access to titles from the studio’s portfolio.
The initial rollout includes three of RubyPlay’s most recognized franchise titles: Mad Hit Mr Coin, Immortal Ways Magic Gems, and Mad Hit Diamonds. Both the Mad Hit and Immortal Ways series have built strong followings across other regulated markets where RubyPlay has been active, and the company selected these titles as anchor content for its Fanatics launch because of their track record of sustained player engagement.
Why This Partnership Matters for Fanatics Casino
Fanatics Casino has been building its content library aggressively since entering the regulated US online casino market, operating in Michigan, New Jersey, Pennsylvania, and West Virginia. The platform launched as an extension of the broader Fanatics sports and betting ecosystem, and its casino app is available on both iOS and Android in all four states.
RubyPlay Chief Commercial Officer Dima Reiderman described the Fanatics partnership as a meaningful step in the company’s strategy of working with top-tier operators in key regulated markets. “Partnering with Fanatics Casino is a prime example of how we are growing in North America with tier-one brands,” Reiderman said. “Expanding in New Jersey, where we first launched in the US, makes this a particularly meaningful step and reinforces our commitment to building long-term, high-value operator relationships in key regulated markets.”
Kieron Shaw, senior manager of casino content at Fanatics Betting and Gaming, said the studio’s model aligns with Fanatics Casino’s goals for deeper player engagement. “RubyPlay’s studio-led model provides a framework for deeper, longer-term player engagement, which is exactly what we are looking to achieve as we continue to build out our offering,” Shaw said.
RubyPlay’s Growing Footprint in the US
RubyPlay entered the US market in early 2025 with its New Jersey launch, following the state licensing process that has made the Garden State one of the most active regulatory environments for new iGaming content providers. The company is also licensed in Delaware and West Virginia and has said it expects to add Pennsylvania as an active market later in 2026.
The Fanatics Casino partnership gives RubyPlay access to one of the fastest-growing casino brands in the US market. Fanatics has leveraged its massive sports merchandise customer base — tens of millions of registered users — as a distribution advantage over casino operators without a built-in audience, and adding RubyPlay content to its New Jersey library expands the platform’s appeal to slot players who favor branded content franchises.
The Fanatics Casino promo code is available for new players in New Jersey and other regulated states, and the platform continues to attract content partnerships from suppliers across Europe and North America. The New Jersey online casino market remains one of the most competitive in the United States, with multiple major operators and dozens of content providers competing for a share of the state’s regulated iGaming revenue. The Fanatics Casino review has full details on the platform’s current offering and promotions.