Bluberi Announces Three New Studios to Scale Content Creation Across Land-Based and Online Gaming

Bluberi has announced the addition of three new creative studios to expand its game development organization. The Las Vegas-based slot developer is reinforcing its long-term investment in research and development, talent, and innovation for both land-based and online gaming.

The addition includes the launch of Blu Chip, a new Las Vegas-based game studio at the company’s headquarters, a new Atlanta studio led by industry veteran Ron Williams II, and the company’s first dedicated iGaming studio led by Simon Papineau in the Montréal area.

Expansion Details Across Land-Based and iGaming

Blu Chip will focus on delivering top-tier slot games featuring original mechanics, compelling themes, and engaging player experiences that build on Bluberi’s tradition of bold game design. The Atlanta studio stems from a once-in-a-decade opportunity to integrate an established high-performing team with a decade of shared experience. Ron Williams II, Vice President of Game Design, will lead that operation to develop high-quality content and introduce fresh perspectives.

The dedicated iGaming studio in the Montréal area marks a strategic investment in digital content amid worldwide online gaming growth. It will adapt Bluberi’s most successful land-based game franchises to the interactive space for North American and global markets. Mike Brennan, Bluberi’s Chief Product Officer, outlined the approach. “We are firmly committed to growing Bluberi’s market presence, and that starts with the teams behind our products,” Brennan said. “Our multi-studio strategy allows us to avoid one studio from becoming a factory that sacrifices game quality. We’re building diverse teams with distinct creative perspectives, while giving each studio a clear focus and path to success. With three new studios launching in 2026, we’re creating the foundation for continued growth and a broader pipeline of great games.”

Brennan added that Bluberi is committed to increasing its presence in the interactive space. Simon Papineau, Sr. Game Studio Director and a 20-year gaming expert, stated: “We are excited to establish Bluberi’s new iGaming studio and bring the company’s most successful and beloved game franchises to players across the growing North American and worldwide online gaming market. Our focus will be on building on Bluberi’s proven success in land-based gaming while bringing that same creativity and player-first approach to the online space.”

Risks in Scaling Creative Output

One limitation in the announced plan is the lack of detail on mechanisms for coordination across the studios to preserve their distinct creative identities. The reporting does not specify how Bluberi will mitigate risks of overlap or dilution as the structure expands from its current base. According to reporting by G3 Newswire, the moves reflect the company’s commitment to world-class creative talent and compelling content for both casino floors and digital players.

This positions Bluberi for a broader game pipeline in coming years. Operators and investors should track whether the specialized focus delivers measurable output gains without introducing new operational complexities in talent management and content alignment.

Reporting: G3 Newswire

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