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RubyPlay, an innovative B2B iGaming development studio, is solidifying its presence in the Serbian market through its newest partnership with MaxBet, a leading sports betting and gaming operator in the Balkans.

Under this new deal, RubyPlay’s diverse portfolio of engaging games including fan favourite titles such as Diamond Explosions 7s, Immortal Ways Buffalo and Zeus Rush Fever Deluxe, have been integrated with MaxBet, becoming available to its large customer base.

Acquired by Flutter in September 2023, the operator has an estimated 20% online market share in Serbia and continues to thrive under the umbrella of the global entertainment group.

The partnership underscores RubyPlay’s continued commitment to expansion across European regulated markets, delivering exceptional gaming experiences to players through the industry’s biggest brands.

Dr. Eyal Loz, chief product officer at RubyPlay, said: “We are thrilled to announce our new partnership with MaxBet, a leader in the Serbian gaming industry.

“This collaboration represents a significant opportunity for us to expand our footprint into the Serbian market and beyond. We look forward to delivering our exciting portfolio of games to MaxBet’s loyal customer base.”

Vukašin Marelj, head of online casino at MaxBet, added:At MaxBet, we are determined to deliver the best gaming experiences to our casino players.

“Partnering with RubyPlay allows us to further enrich our platform with high-quality content, including its popular Immortal Ways series, catering to the diverse preferences of our players.”

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