After securing entry into its second US state, and with a third firmly in sight, RubyPlay is sharpening its compliance strategy to balance speed with precision. Amanda Slonzon, VP of Compliance and Regulatory Strategy, explains how the company’s US Playbook is helping to turn regulation into a growth engine, from leveraging New Jersey as a benchmark, to preparing for Pennsylvania’s unique challenges, and building trust-based relationships with regulators and partners across the industry.

When people think about compliance in the US iGaming industry, they often imagine it as the handbrake that slows expansion and stifles innovation. For me, it is the opposite as compliance sits in the driver’s seat. It is not simply a support function but a product in itself that enables us to grow faster, enter new markets with confidence and strengthen our relationships across the industry.

The US online casino market is both highly promising and highly fragmented. Only seven states currently regulate iGaming and each has its own framework. Navigating this landscape requires a deep understanding of both the common threads between states and the subtle differences that can make or break a market entry.

This is why we have developed a US Playbook at RubyPlay, which is a detailed, in-house framework for understanding and applying state-by-state requirements in a way that is tailored to our products and infrastructure. With it, our compliance and regulatory specialists break down each regulation, interpret it in the context of our business, and share that knowledge across the company.

Market comparisons

New Jersey will always be the starting point for most operators and suppliers entering the US. It was the pioneer of state-level regulation and, in many ways, still sets the standard for others to follow. Meeting New Jersey’s requirements ensures a company is well-prepared for other states, many of which recognise its certifications. Delaware, for example, places direct reliance on New Jersey approvals, a pragmatic approach that can streamline entry for those already licensed in the Garden state. But even with these efficiencies, each state demands its own level of preparation and adaptation.

Regulators in the US take compliance very seriously and ensure that every technical aspect of a business meets their requirements. Unlike some EU markets, where providers may not need a B2B license, every US state requires B2B licensing through a thorough, state-specific process. While major shifts are rare, when they occur they can significantly impact the industry. Right now, sweepstakes is the most talked-about development, and with New Jersey’s Governor having recently signed the ban into law, we are seeing a wave of prohibition that will have a major impact across the industry. Our role is to remain attentive, follow changes daily, and ensure we stay as compliant as we intend to be.

Every state also has its own technical standards, licensing requirements, tax structures, and approaches to product approval. For example, Pennsylvania applies the highest tax rate on operators in the country yet remains one of the most attractive among operators. It also has a deeply ingrained gaming culture and a large, active player base. Entering a state like Pennsylvania, which is a key target for RubyPlay in 2026, is not just about passing compliance checks but more about understanding the regulator’s expectations, the market’s economic realities and the cultural context of its players.

Fostering close relationships

One of the most important aspects of operating in the US is the strength of relationships with key stakeholders across the entire ecosystem. I have always believed that a strong relationship with the regulator is just as critical as meeting their requirements on paper. We work to ensure that regulators see us as partners who bring solutions, not problems. We communicate openly and demonstrate that we take their rules as seriously as they do. The same process applies to how we work alongside our industry partners. From platform providers or operator customer, we approach every partnership as a collaborative effort to succeed together.

Culture plays a vital role in how we approach regulation. Compliance is considered a technical discipline, but ultimately it is powered by people who care about getting processes and frameworks robust. I am proud to lead a team that is collaborative and solution-oriented. One of my proudest moments recently came during a recruitment process where I was speaking with a candidate for a role within our compliance team. She told me she had been following RubyPlay closely and was so impressed by our company culture, the pride we take in our work and the way we treat our people, that she was willing to relocate to another country just to join the team. It is a real story that speaks to the environment we have built.

Regulation in the US is not going to advance overnight. The state-by-state approach will remain and evolve, and new product categories will emerge that challenge existing frameworks. My perspective is that the companies who thrive will be the ones who embrace this complexity, invest in understanding it deeply, and treat compliance as a strategic asset rather than an operational hurdle.

The US Playbook we have developed is our way of making that happen. It is an ever-evolving strategy that keeps us compliant, competitive and ready for whatever comes next.

Members of Kletsel Dehe Wintun Nation, the Sherwood Valley Rancheria of Pomo Indians, the Mechoopda Indian Tribe of Chico Rancheria and Big Lagoon Rancheria gathered outside the State Capitol in Sacramento to protest Assembly Bill 831 (AB 831).

If passed, the bill would limit economic opportunities available to less wealthy tribes in the state by banning legitimate online social games using sweepstakes promotions. It would also eliminate more than $1 billion of existing economic activity generated by the industry in California, and close off a potential new revenue source for the state via sensible, modern regulation and taxation.

“AB831 is a flawed and rushed bill that lacks broad tribal consensus. As Kletsel Dehe Wintun Nation, the Sherwood Valley Rancheria of Pomo Indians, the Mechoopda Indian Tribe of Chico Rancheria and Big Lagoon Rancheria have made clear, this bill would limit economic options available to tribes and worsen already fragile economic conditions. What California lawmakers should focus on instead is creating proper regulation that supports online social games, creates new revenue sources for the state and protects economic opportunities for all tribes,” said Jeff Duncan, Executive Director of SGLA and former Congressman.

The tribes’ protest focused on the following themes:

• Economic Disparity. Tribes in more geographically isolated areas often lack the scale and resources of wealthy, established gaming tribes. The policies proposed in AB 831 would eliminate digital commerce opportunities for economically disadvantaged tribes to partner with social gaming operators that could provide essential supplemental revenue streams to fund essential services such as healthcare, education, housing, food security, and social programs.

• Lack of Tribal Unity. The increasing number of tribes coming out in opposition to AB 831 highlights the growing divide amongst tribal nations when it comes to the legislation.

• Violation of Tribal Sovereignty. AB 831 contains broad criminalization language that would impose criminal penalties on those who “support directly or indirectly the operation, conduct, or promotion of an online sweepstakes game.” As written, AB 831 also applies to tribal nations. Extending State criminal jurisdiction into Indian Country violates federal law and is an encroachment on tribal sovereignty.

“For communities long overlooked and geographically isolated, digital commerce is not a luxury – it is a lifeline. AB 831 would sever that lifeline. Tribal members gather at the State Capitol today to ask lawmakers to stand for tribal equity, sovereignty, and economic justice by voting NO on AB 831,” said Eric Wright, Tribal Administrator of Kletsel Dehe Wintun Nation and CEO of Kletsel Economic Development Authority, the tribe’s economic development arm.

“We were proud to join with other tribes at the Capitol in Sacramento to tell lawmakers that eliminating legitimate, regulated digital enterprise will only deepen the disparities our people face, erode our tribal self-sufficiency, and contradict California’s stated commitment to equity and inclusion for all tribal nations. We call on California legislators to reject AB 831 and instead advance inclusive policies that support digital innovation, economic diversification, and tribal self-determination. The future of our communities depends on it,” Buffey Bourassa, Secretary of the Sherwood Valley Rancheria of Pomo Indians, said.

“This bill has moved forward without meaningful consultation with our tribes, and it threatens to even further entrench a two-tiered system that benefits wealthy gaming tribes while marginalizing more rural nations like ours. We urge California lawmakers to reject AB 831 and stand firmly for tribal sovereignty, equity, and economic justice,” said Dennis Ramirez, Chairman of the Mechoopda Indian Tribe of Chico Rancheria.

Previously, Kletsel Dehe Wintun Nation, the Sherwood Valley Rancheria of Pomo Indians, the Mechoopda Indian Tribe of Chico Rancheria, and Big Lagoon Rancheria have sent letters to state legislators, including President pro Tempore Senator Mike McGuire and Senate Appropriations Committee Chair Senator Anna Caballero, voicing their opposition against AB 831 and the harm the bill would cause their tribes.

AB 831 was introduced as a last-minute “gut-and-amend” bill in July. The members of these tribal nations and others are urging California lawmakers to reject AB 831 and instead pursue policies that expand economic opportunity, respect tribal sovereignty, and preserve access to popular forms of digital entertainment for all Californians.