Bragg Gaming Group has signed a deal with the New York-based Seneca Gaming to provide casino services and player account management to its three New York casinos, through its own subsidiary Oryx Gaming.

Signalling Bragg’s first move into the burgeoning US gaming market, the agreement also sees a partnership entered with global sports betting provider Kambi Group.

The Seneca Nation of Indians, which goes by the name of Seneca Gaming Group, operates all of the nation’s class III gaming operations in Western New York. The multi-channel agreement will (subject to regulatory approval) see the Bragg-Kambi team provide the Oryx online gaming platform and on-property sports wagering solutions.

This will include PAM system, desktop and mobile gaming portal, casino services and integration with Kambi’s portfolio of on property sports wagering products inside Seneca Niagara Resort and Casino in Niagara Falls, Seneca Allegany Resort and Casino in Salamanca and Seneca Buffalo Creek Casino in Buffalo.

Dominic Mansour, CEO at Bragg Gaming Group, said: “The agreement with Seneca and Kambi is a game changer for Bragg. The US casino and sports betting market is rapidly expanding, and Bragg’s Oryx’s expertise in PAM, casino, marketing and operations services and integrations between land based and online positions us well to take advantage of this growth. Entering the market with two such strong partners as Kambi and Seneca is an ideal scenario.”

Building on the Seneca agreement, Bragg have also announced a global gaming arrangement with Kambi which will see them explore and collaborate on strategic opportunities, with a focus on the US.

Kristian Nylén, CEO of Kambi, added: “I’m delighted to agree this sports betting agreement with Seneca Gaming Corporation, along with Bragg Gaming, a platform and gaming provider that will enable a fully-managed sportsbook and gaming service.

“Through its brick and mortar casinos, Seneca Gaming Corporation has developed a reputation for delivering high-quality, entertaining experiences, with customer experience at its core. We believe this reputation will only be enhanced as its patrons begin familiarise themselves with the exciting sports betting experiences the Kambi Sportsbook offers.”

Holly Gagnon, president and CEO of Seneca Gaming, concluded: The agreement with Bragg and Kambi is a huge win for our customers. Providing access to sports betting has been something that our customers have long looked forward to, and Bragg’s world-class casino and player account management services, together with Kambi’s market-leading sports wagering products, will create a fantastic customer experience that we can’t wait to offer.”