There has been an announcement regarding the start of a partnership between RubyPlay, a slot developer located in Malta, and Hard Rock Bet Casino, a digital platform. This partnership is a great example of how the iGaming industry continues to outgrow and develop the whole land-based casino industry. While this deal adds over 25 new games to Hard Rock’s game library, it also serves as a sign of a broader shift in the whole gambling world. What kind of shift? One that increasingly favours convenience, accessibility, and innovation over traditional casino floors. In a nutshell, it’s a sign of how digital platforms are becoming the number one choice rather than land-based casinos.
One of the most important factors that is driving this trend is the unmatchable convenience offered by digital platforms like offshore casinos, which provide a safe gaming experience with extremely fast payouts. Thanks to this, players no longer need to plan trips or follow operating hours; instead, they can play numerous games with just a few taps on their phone, regardless of the time or place. Mobile optimisation, fast-loading games, and clear navigation templates have made it easier than ever to gamble at any time. (Source: https://www.escapistmagazine.com/guides/offshore-casinos/)
This kind of 24/7 accessibility is one of the main reasons why gambling has also reached younger generations like Gen Z, who, according to this study, prefer fast, personalised, and interactive content, all of which are featured in today’s online casinos. After realising this, even some land-based casinos have started to invest in their online offerings to stay ahead of the competition.
This shift has been particularly pronounced in the United States. Over the past five years, the whole iGaming concept in the U.S. has gone from a niche scene in a few regulated states to a mainstream industry generating billions in revenue across the country. In fact, according to the American Gaming Association’ report, online casino revenue across legalised U.S. markets reached $8.41 billion in 2024. This marked a 28.7 per cent increase year-over-year. Land-based casinos in key locations like Atlantic City and Las Vegas were not able to keep up with these numbers. However, this doesn’t mean that physical venues are a rundown industry; it just means that more and more players are placing their bets from home.
Moreover, the online gambling experience has evolved far from the early days where simple slots and virtual tables were seen as the “revolution”. Nowadays, even the unpopular online casinos offer advanced features like gamification, progressive jackpots, personalised bonuses, and loyalty systems. Some of the most developed casino games even mirror video games to take the engagement factor to a whole new level. This kind of customisation and engagement is difficult to copy among land-based casinos, which is why online casinos are more dynamic and adaptable to player preferences.
While basic and traditional online casino games like slots still continue to dominate the markets, some players are also seeking out more innovative formats such as sweepstakes, crypto-friendly games, and fast-paced tournaments. This movement indicates that for some, even the already futuristic-feeling basic iGaming industry is not enough. It also puts pressure on operators to continuously try to come up with new trends and embed new technologies into the experience.
In conclusion, while the partnership deal between RubyPlay and Hard Rock Bet Casino might seem like just another content distribution agreement, there is a much bigger scheme or picture behind it. As the whole iGaming industry continues to grow in both player count and revenue, operators are being forced to evolve rapidly and come up with new ways to enhance the experience, or risk falling behind. This partnership isn’t about brand recognition or fame – it’s about adapting to player demand by offering fresher games, smoother experiences, and constant updates that keep the players coming back. It’s now clear that the future of gambling is mainly tied to innovation.
