RubyPlay has expanded its presence in the Italian igaming market through a new content integration with BetFlag, an online brand operated under the Lottomatica Group. The partnership sees more than 40 RubyPlay slot titles made available to BetFlag players, as the supplier continues to scale its reach across regulated European jurisdictions.
This latest launch builds on RubyPlay’s earlier rollouts with Lottomatica.it and GoldBet.it, both also part of Lottomatica Group. With BetFlag now added to the portfolio, RubyPlay is consolidating its position within one of Italy’s most prominent operator networks.
Among the titles featured in the BetFlag integration are Book of 8 Riches, Immortal Ways® Buffalo, and Diamond Explosion® Sweet Love—games that have already gained traction with Italian audiences. The move aligns with RubyPlay’s ongoing growth strategy, which prioritises partnerships with major operators in regulated markets.
RubyPlay’s expansion into Italy comes amid increased demand for locally licensed content. The supplier has pursued multiple high-profile agreements in recent months, aimed at strengthening its European footprint.
BetFlag, established in 2012 and acquired by Lottomatica Group in 2022, maintains a notable market position in Italy, with a reputation for offering a diverse and innovative range of igaming products. The addition of RubyPlay content broadens its slot offering and adds new depth to its existing portfolio.
Dr. Eyal Loz, Chief Product Officer at RubyPlay, said: “Our collaboration with BetFlag marks a dynamic progression in our expansion across Italy. Building on the strong momentum with the Lottomatica Group, this partnership allows us to deliver our most innovative titles to a wider audience. We’re proud to offer BetFlag’s players a curated selection of games that combine immersive design, advanced features, and localised appeal, creating standout experiences that go beyond traditional slot play.”
Laviero Saganeiti, Business Development at BetFlag, added: “RubyPlay’s portfolio brings a fresh and exciting dynamic to our casino offering. Their innovative features and engaging themes have already captured the attention of our players, and we’re looking forward to a successful long-term partnership.”
