Devils Heat

What is Devils Heat?

Starting on Monday, the initiative brings together stakeholders in Africa, including regulators and industry associations. The Africa Safer Gambling Week will be held annually.

The initiative is based around a core objective of ensuring the growth of the gambling sector in Africa runs alongside “effective consumer protection, responsible gambling practices and greater public awareness”.

Under the campaign banner #PlaySafeAfrica, each day of this week will focus on a specific aspect of safer gambling. These include responsible gambling, personal limits and the prevention of underage gambling.

How to play Devils Heat

These internal changes form part of wider organisational shifts following Veikkaus’ May 2026 decision to establish two subsidiaries: one dedicated to exclusive operations and another for the newly competitive, licence-based market.

Veikkaus has submitted licence applications as a private entity, joining around 50 other companies that had applied to join the upcoming market by the end of June.

The company committed to a management reshuffle late last year as part of this transition, scrapping the role of deputy CEO after Velipekka Nummikoski was shuffled into a new role.

What is Devils Heat?

There is also a natural product opportunity. Splash Tech has traditionally been weighted towards sports within free-to-play, while RubyPlay brings a substantial casino ecosystem. For Wilson, the agreement creates a chance for Splash Tech to bring its distinctive engagement thinking into the RubyPlay world, planting a seed for future products that combine Splash Tech’s free-to-play and jackpot expertise with RubyPlay’s content ecosystem, market knowledge and distribution reach.

For RubyPlay, Splash Tech supplies a way to move beyond games and towards a broader content-and-engagement proposition. For Splash Tech, RubyPlay supplies the reach to take already proven products further. And for operators, the value is practical: a flexible engagement layer that can sit across casino, sportsbook and third-party content, reduce operational complexity and create more reasons for players to keep coming back.

Want to continue the conversation? Adam Wilson will be joining the RubyPlay team at SBC Summit in Lisbon (STAND B411) between September 29 and October 1, where operators can learn more about Splash Tech’s free2play games, jackpot engine and approach to lasting player engagement.