“We’ve achieved a market reach of 93% of the total addressable market in the U.S. for iGaming”

How significant was the acquisition of Spin Games in 2022 for Bragg’s expansion into the USA?

The acquisition of Spin Games was a vital one for us in respect of our strategic aims to expand into the U.S. because it gave us crucial licenses in specific states, as well as existing relationships with many U.S customers, opening the door to leveraging those relationships and fostering new ones.

Since Spin Games already had an established network, with approved integrations with the vast majority of operators in the market, that in turn allowed Bragg to hit the ground running and start introducing our roster of content immediately. Acquiring Spin also gave us the opportunity to cross sell its products with our own Bragg Remote Gaming Server (RGS) and content aggregation services providing us with a real head start on our U.S. expansion plans. That for us was the real growth opportunity, and having Spin provided us with the shop window to do that.

Recently, Bragg expanded further into Michigan through a partnership with Golden Nugget. How valuable is the Michigan market for you currently?

Despite launching later than Pennsylvania and New Jersey, Michigan has quickly become a real key iGaming market in the U.S. rightly on a par with the other markets I already mentioned.

Bragg has a market reach of 96% of the Michigan market either live or currently being integrated with operator partners across desktop, Android and iOS, and we’ve concluded partnerships with all the main operators, so it’s a hugely valuable market to us.

Can we expect further expansion? Can you reveal what your upcoming goals are?

Bragg’s strategic goals in respect of the U.S. market have not changed since we first entered it. We’ve always looked to grow our business in the U.S, which remains a key strategic market for Bragg now and in the future.

One of the major goals for Bragg is to become the must-have supplier to the U.S. market by the end of 2025 and of course further expanding its content offering to cover the needs and demands of all operators.

In terms of what you can expect from us in terms of expansion, you can expect new states, new verticals and a slew of new operator partners. We want to be the supplier of choice to the U.S. and Canadian market.

Do operators’ expectations in the U.S. differ significantly from those in other parts of the world?

Just as players in the U.S. are different to those in other countries, so U.S. operators are also different. For a few operators their gambling history is in the land-based sector, it is what players are used to and what has been the prevailing market for decades.

iGaming has its own complexities, from regulations, development to the rolling out of content and operators are constantly acclimatizing to the market conditions, so their demands are different than those operators in Europe, where online gambling has been prevalent for longer.

What is a Remote Game Server and what role does it play in your operations?

Bragg’s Remote Games Server (RGS) functions primarily as a facilitation mechanism to allow studios to develop, market and release content while also allowing our operator partners to access those games through a centralized resource in a single contract where thousands of games can be accessed.

We cater to those online gaming content studios just starting out, as well as the more established studios and those land-based studios looking to develop online versions of their most successful games. Inclusion on the Bragg RGS allows the partner studio to access a global audience, potentially positioning their games in the most popular online casinos and crucially allows the partner to monetize their games portfolio as rapidly as possible.

Bragg’s operator partners have the obvious cost benefits which come from a single contract rather than multiple contracts, and also the RGS integration removes the need to constantly upgrade your content, as this is done anyway by our studio partners in the course of their usual activities.

Studios which have already taken advantage of our RGS include brands such as Bluberi, Sega Sammy Creation, Incredible Technologies, King Show Games and Galaxy Gaming.

With its obvious benefits to both the partner studio and our operator partners, the RGS is one of Bragg’s key unique selling points, and a solution which offers significant benefits to the industry.

What do you consider your greatest achievement during your operations in the USA so far?

Having newly joined the company earlier this year, I’m still finding my feet in Bragg, however, it’s clear to see the achievements this company has made and will continue to make in the future.

We’ve achieved a market reach of 93% of the total addressable market in the U.S. for iGaming, we’re continuously developing hugely impactful titles for U.S. players and we’re continuing to introduce our Fuze™ player engagement solutions.