RubyPlay has announced its latest collaboration with MaxBet， a sports betting and gaming operator in the Balkans.

This partnership aims to strengthen RubyPlay's foothold in the Serbian market by integrating its portfolio of games into MaxBet's platform. 

Under the agreement， MaxBet's customer base will gain access to various RubyPlay titles， including Diamond Explosions 7s， Immortal Ways Buffalo and Zeus Rush Fever Deluxe.

MaxBet， acquired by Flutter in September 2023， holds market share in Serbia， estimated at approximately 20% in the online sector.

Dr Eyal Loz， RubyPlay CPO， said: “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，Online Casino Games for Real Money MaxBet’s Head of Online Casino， 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.”

This partnership follows RubyPlay's collaboration with Snaitech in the Italian market， where a range of its games was made available to players through the Playtech Open Platform (POP).

RubyPlay has been actively consolidating its presence in Italy through partnerships with various operators， including NetBet Italy， PokerStars and Microgame.

Earlier this month， RubyPlay also signed a content integration deal with EveryMatrix.

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