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There are also strategic questions around dependence on AI providers.
Cubeia is currently heavily reliant on Claude, and Grenstad questions what could happen if AI providers raise prices or if quality changes. For now, however, Grenstad sees the uncertainty as something Cubeia can learn to manage.
“We’re confident that the question marks will be solved as we work through them. We’ll see the problems, learn how to manage them, and adapt.”
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The wider opportunity is to reduce some of the fragmentation operators face. Splash Tech’s jackpots and free-to-play products complement RubyPlay’s free spins, rewards, missions and tournaments, while remaining capable of supporting third-party content rather than being fenced inside a single studio’s games.
What changes is the support behind that business. Wilson says Splash Tech is moving from the resources of a 20-person company to those of a group of around 300, adding depth across licensing, compliance, finance, technology, product and business intelligence. In his characteristically understated phrasing, each area has had “rocket fuel injected into it”.
RubyPlay’s broader licensing footprint and distribution also give Splash Tech access to operators and markets it could not have pursued efficiently alone.
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Brazil Finance Minister Dario Durigan stated the country does not depend on betting revenue to balance public accounts.
He said the regulation was well established and not with the intention of raising revenue.
“Tax collection is part of the economic game and all sectors contribute,” Durigan said. “The same happens with betting.”