Bragg Gaming, Bally’s Interactive, enter igaming content development partnership

September 21, 2022 6:38 PM
  • Rege Behe, CDC Gaming Reports
September 21, 2022 6:38 PM
  • Rege Behe, CDC Gaming Reports
  • Canada
  • United States

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

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Per the agreement, Bally’s Interactive online brands including Virgin Casino, JackpotJoy and Vera&John, will launch content from Bragg’s proprietary slots studios, including Atomic Slot Lab and Indigo Magic. Exclusive proprietary and third-party titles from Bragg’s existing and future portfolio also will be launched.

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, creating a new, exclusive distribution channel for igaming content from developers including Gaming Arts and King Show Games.

“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 Bragg CEO Yaniv Sherman in a statement. “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.

Sherman added that the partnership significantly increases Bragg’s portfolio of exclusive third-party titles and strengthens the company’s profile in key regulated markets, notably the United Kingdom and the United States.

“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,” said Bally’s Corporation President of Interactive Robeson Reeves. “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.”