A new social casino platform being launched in Vietnam by Asian industry veteran Shaun McCamley will focus on unique localized content and CRM services targeting players within Asian markets.
Releasing details of the platform, named RubieCon, on Thursday, McCamley noted the absence of truly localized games in the market and said that RubieCon aims to address that problem when it launches in January 2019.
“This is much more than simply adjusting the look and feel of existing games,” he said. “Too often in the digital gaming space, we see developers simply swapping out symbols, colors and other imagery in an attempt to localize Western games into the Asian markets. It’s so much more than that.
“To effectively attract customers, unique games need to be added and rules need to be adjusted to fit the player style of each local market. Colors, symbols and other aesthetics, while important, are not the only criteria this market demands. Asian players are underserved and RubieCon will fill this void.”
McCamley cites several popular Vietnamese card games that are largely unheard of outside the country, such as “Tien Lien”, “Dap Hu” and “Xoc Dia”.
In addition to the games offered by the platform, RubieCon will build an independent foundation managed platform for game designers, developers, advertisers and players to launch and promote their games. Through the platform’s own exchanges, users can utilize a coin-based cryptocurrency to mitigate issues brought by payment gateways, money transfers and cross-border payments.
RubieCon also announced that it has on-boarded additional executive talent, including new CTO Michael Van Etteryk, who has a background in blockchain technology and social gaming platform development.