Bragg, Bally’s Partner on iGaming Content

Bragg Gaming Group has entered into an iGaming content development partnership with Bally’s Interactive for several Bally’s online casino brands.

Bragg Gaming Group announced that it has entered into an expansive iGaming content development partnership with Bally’s Interactive, the digital arm of Bally’s Corporation.

Under the agreement, Bally’s Interactive online brands such as Virgin Casino, JackpotJoy and Vera & John will launch content from Bragg’s proprietary slots studios, including Atomic Slot Lab and Indigo Magic, as well as from a range of exclusive proprietary and third-party titles from Bragg’s existing and future portfolio.

In addition, Bragg will distribute titles on an exclusive basis via its remote game server from a select number of Bally’s Interactive’s third-party partner studios, marking a new and exclusive distribution channel for iGaming content from certain developers including Gaming Arts and King Show Games.

The arrangement significantly increases the diversity of the content Bragg features in key regulated markets such as the U.K., and in the U.S. and with an option for more studios to be added to the partnership.

“Bally’s Interactive, and before that Gamesys, has a well-earned reputation for recognizing quality game development studios that offer content differentiation that attracts players, a key driver of player engagement across globally regulated iGaming markets,” said Yaniv Sherman, CEO of Bragg Gaming Group.

“By bringing proprietary content from our Atomic Slot Lab and Indigo Magic studios, as well as games from our exclusive third-party portfolio, to Bally’s Interactive online brands in different jurisdictions around the world, we are expanding the reach of our most popular games that also offer us our best economic returns. In addition, with this partnership we are significantly growing our portfolio of high-quality, exclusive third-party titles, which we expect will further strengthen our profile in key regulated markets.

“We look forward to working closely with the Bally’s Interactive team to establish market and brand-specific game launch roadmaps that will bring more players the content they favor.”

Robeson Reeves, president of interactive at Bally’s Corporation said, “Bragg’s ability to offer games at speed and with simplicity into new markets is strategically important for us, and we’re delighted to enter into this new partnership with a group that is quickly becoming one of the industry leaders.

“Both Bally’s Interactive and Bragg have enjoyed strong growth in recent months and share similar ideals in terms of providing high-caliber entertainment with care, making this an alliance we’re very confident will lead to great mutual success.”

Bragg Gaming just announced it will consolidate all of its products under the single brand Bragg Gaming Group, following acquisitions of Wild Streak Gaming and Spin Games and its entry into the U.S. market. The company’s Oryx Gaming offices in Slovenia will become Bragg Ljubljana, while Spin Games in the U.S. and India will change to Bragg Reno and Bragg Chennai, respectively.

The company will also open a new Bragg Las Vegas office this year.