Bragg Gaming Group Wednesday announced a new global distribution agreement with betting and gaming company 888 Holdings, owner of William Hill, Mr Green, and SI Sportsbook.

The new agreement, solidifying an existing collaboration between the companies, will roll out Bragg igaming content with William Hill in the U.K., Mr Green in Italy, Sweden, and Denmark, and 888casino in Italy. In 2022, Bragg struck agreements with 888 Holdings for content in the U.K., Spain, and Ontario.

“We are thrilled to announce this exciting new distribution deal with 888 Holdings – including for the William Hill and Mr Green brands – given that 888 is one of the most renowned operators in the global gaming industry,” said Bragg Gaming Group Chief Operating Officer and President Lara Falzon in a statement. “Our extensive portfolio of exclusive iGaming titles includes games tailored for a diverse range of tastes, enabling us to provide exceptional entertainment experiences to 888’s vast global player base. This includes key brands in the UK, Italy, Sweden and Denmark which will receive access to Bragg Studios and Powered by Bragg content for the first time.

“This agreement is a testament to our commitment to expand Bragg’s footprint in key markets and solidify our position as a leading content provider.”

The new collaboration enhances distribution of Bragg’s proprietary and exclusive content in multiple regulated markets.

“Bragg Gaming’s offering is well known throughout the industry for being forward-thinking and of the highest quality,” said 888 Holdings Group Head of Content Ofir Gal-Mor. “We have worked closely together since early 2022 and look forward to elevating our partnership further with the addition of Bragg’s diverse content portfolio to our William Hill and Mr Green brands.”