Bragg Gaming Group ( NASDAQ: BRAG ), a fast-growing global B2B iGaming technology and content provider, went public in 2018, focusing on Europe and the US online casino space.
Bragg’s partnership with Seneca Gaming Corporation and Kambi Group in November 2019 signaled its entry into the US gaming market through its subsidiary, ORYX Gaming.
Since then, Bragg Gaming has rapidly expanded and is now available to players across the most mature and significant US online casinos in Michigan, New Jersey and Pennsylvania. The company also has a gaming license in Connecticut.
Bragg collaborates with more than 200 customers globally and partners with leading US online gambling operators like BetMGM , FanDuel  and  DraftKings . The company also teamed up with Caesars Digital , developing custom games for them using their Lady Luck brand. Bragg’s other B2C partners in the US include Rush Street Interactive, PokerStars and Golden Nugget.
This year, the company plans to launch 70 games produced by its proprietary studios and Powered by Bragg’s partners, like Blueberi, Incredible Technologies and King Show Games.
PlayUSA interviewed Bragg Gaming Group’s Director of Content Doug Fallon  to learn more about the brand’s plans.
Bragg expands across US iGaming markets focusing on game portfolio growth
Bragg Gaming online casino content is available to players in  Michigan , New Jersey  and  Pennsylvania . The provider also has a gaming license in  Connecticut .
Bragg Gaming announced growing the reach of its content to new audiences in the USA while strengthening its online casino offering with new titles.
Doug Fallon answers PlayUSA’s questions about Bragg’s products, services and expansion plans.
Is Bragg Gaming planning to extend to additional US online casino markets, and if so, which states?
Bragg’s acquisition of Spin Games in 2022 gave us access to most iGaming operators in the US market. Since then, we’ve been rolling out our new Remote Gaming Server (RGS) across a range of operators.
The RGS includes a host of new content from our proprietary studios, including Atomic Slot Lab, Wild Streak Gaming and Indigo Magic. It also features exclusive content from partner studios, including King Show Games, Bluberi and Sega Sammy Creation, among many others.
Currently, Bragg has significant coverage with operators across Michigan and New Jersey, along with 100% coverage in Connecticut. In respect of markets we intend to grow, Pennsylvania is definitely in that bracket, and we’re working to introduce our RGS into the market.
We’re also currently well advanced in the licensing process in Delaware, where we expect to launch later this year. In addition, we’re also looking at the West Virginia and Rhode Island markets as potential growth areas, but at the same time, we’re also keeping our eyes open for any new states that may come online this year.
Is there a game or theme that is the most popular among US online casino players?
One thing we’ve noticed in the US market since launching there is that games, or at least game mechanics which come from the US land-based casino market can resonate very well with players. Fortunately for Bragg, we have proprietary content studios based in Las Vegas (Wild Streak Gaming), which have a long history of designing and developing content for land-based casino partners.
Additionally, we’ve partnered with well-known companies such as Incredible Technologies, King Show Games, and Blueberi to bring those heritage land-based titles into the online space.
Do you build on that same concept or add that to your data, informing overall choices in your game production?
When considering things like game production, we constantly monitor game performance and market trends and adjust our portfolio of games to build on those successes and where necessary learn from mistakes. We’ve extended popular brands such as Dragon Power by bringing out new slots versions of the game, and we’re also introducing a new Keno game under the brand as well.
What are some of Bragg Gaming’s brightest moments since entering the US online casino market?
As you will understand, each of the various states in the US can have at times very different licensing and regulatory requirements, and obtaining our operational licenses, certification, and approvals for our content/ technology, as well as our operator integrations have been a significant journey for us, and we’re very proud of our success in that regard.
We’re part of a privileged group of companies which have successfully navigated that journey and we’re now focused on growing our game portfolio and rolling out our content, both areas in which we have seen considerable growth in the last six months.
How different is Bragg Gaming’s land-based casino game selection from its online casino portfolio?
At Bragg, we often customize the mathematical models used in games to support land-based needs, as well as differentiating the math slightly to reflect the different player preferences between US and European players and markets.
Not every game is universal in how it is embraced by players, and so as a content developer and aggregators, we need to respond to this as it is what our casino partners will look for. On the whole, core gameplay mechanics are kept the same, but we may modify certain elements of these games based not only on player preferences but on the needs of our operator partners.
When you launch an online casino game, does it become available in all markets and casinos you have agreements with?
The US market isn’t a single market, as each state is independently regulated when it comes to casino gaming, and each state carries its own licensing process and regulatory procedures. We typically look to deploy in multiple states at the same time, but certain states may be sooner or later depending on the approval process and operator-planned rollout schedules.
Every time we go through this process in a state, we learn something new, and those learnings improve our understanding of the sorts of things that state regulators might ask for in licensing and regulation, thereafter, making it easier for us to anticipate and cutting down on our speed to launch.
What are current trends in the iGaming industry?
There’s a lot of room for innovation in online gaming in the US as the player base embracing online is typically hugely diverse, and responding to this diversity can often force innovation to take place.
On the whole, deployment costs are generally a bit lower in online gaming than in land-based casinos, meaning we can offer a broader range of content styles to appeal to a wide variety of players without facing the same sorts of restrictions that land-based firms encounter, such as limited floor space and positioning.
What features are operators asking for? How is Bragg differentiating its products?
We work closely with operators to help them differentiate their own offering, either in regard to slot content where we might customize a game for them, but also with our player engagement Fuze toolset which allows operators to customize marketing campaigns through a variety of ways.
These can include tournaments, jackpots, or unique offerings such as a quest that the player can complete to earn bonuses. These tools are content agnostic, they aren’t designed to just work with certain types of providers, games, or offerings, they work with every type of offering and cater to every type of player imaginable and are available without the need for additional integration.
Can you reveal some of your plans regarding launch and new partnerships?
2024 is really a breakout year for Bragg in the US, with plans to release more than 70 titles across our operational states from 8 different studios, as well as increasing our internal studio output this year.  We are also introducing new game segments, including Keno, Arcade, and Crash-type games, along with broadening our portfolio and technology with table games and jackpots.
In the US, we’re bringing many of the best-performing land-based games into the online segment for the first time. We’re also working to bring many of our key European partners into the market for the first time.
As a business, Bragg is dedicated not only to having the most content available but having that content be of a consistent and impactful quality. Finally, we’re currently in discussions with several new operator partners, which we plan to announce later this year.
Is there anything else our readers should know about Bragg Gaming?
We’re not only making significant inroads into the US market but in Canada as well, where we’ve built on successful partnerships in Ontario with the likes of bet365 and 888 to deliver meaningful success. We’re listed on both the NASDAQ and Toronto Stock Exchange and are also focused on growing our footprint in several Canadian provinces.
2024 promises to be a significant year of growth for Bragg in Canada in that we have not only multiple key operators looking to roll out our games in Ontario soon but also included in our plans to be live in two additional Canadian provinces this year. We have huge opportunities across North America and are set for some pretty exciting times over the next 12 months.
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