Bragg Gaming strengthens US foothold with ‘high-calibre’ Bally’s link-up

Bally’s has purchased the Tribune Publishing Center for $200m to become the location of Bally’s Chicago.

Bragg Gaming Group has secured a partnership with Bally’s Interactive, agreeing to a content development deal with the Bally’s Corporation digital division.

With this agreement, Bally’s online platforms Virgin Casino, JackpotJoy and Vera&John will benefit from an assortment of igaming titles from Bragg’s Atomic Slot Lab and Indigo Magic brands, in addition to third-party releases from affiliated studios.

Titles from a select number of Bally’s own third-party studios will also be exclusively distributed by Bragg via its remote game server, creating an exclusive igaming content distribution channel for Gaming Arts, King Show Games and other related developers.

Commenting on the collaboration, Robeson Reeves, President of Interactive at Bally’s Corporation, stated: “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-calibre entertainment with care, making this an alliance we’re very confident will lead to great mutual success.”

As a result of this partnership, Bragg has increased the reach of its content in the US market, with an option for more studios to be added to the agreement.

“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,” added 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 favour.”