Bragg maintains US igaming ramp-up with an extension in Michigan

Image: Hanson L/Shutterstock

Bragg Gaming Group has maintained the momentum of strategic North American expansion after launching new content and technology alongside BetMGM in Michigan.

This becomes the latest such undertaking by the company, following a similar move with Rush Street Interactive in New Jersey, and sees the offerings live at six online casino operators across three North American markets.

This will see proprietary content such as Egyptian Magic from Bragg’s Atomic Slot Lab, as well as new exclusive titles from partner studios, become available to BetMGM’s customers following the launch of the firm’s remote games server technology with the operator.

The rollout of the new content and tech with BetMGM is an extension of an existing collaboration between Bragg’s Spin Games studio and the operator, which has been in place for several years across New Jersey, Michigan and Pennsylvania.

According to H2 Gambling Capital, the online casino market in Michigan is on track to generate gross win of over $1.5bn during the current year. Furthermore, Eilers & Krejcik Gaming placed BetMGM as the market leader with a 38 per cent share.

Lara Falzon, President and Chief Operating Officer for Bragg Gaming Group, explained: “We have placed an emphasis on expanding our existing relationships with North American igaming operators to include content from the new proprietary studios we launched this year, as well as exclusive games from our latest third-party studio collaborations. 

“This new launch with BetMGM further expands on our successful execution of this strategy, which we expect will help drive consistent, long-term growth. 

“We are pleased to build on our existing relationship with BetMGM and look forward to providing them with content that helps them continue engaging with their existing players at high levels and attract new players.”

Last month, Bragg asserted that it was looking to maintain operating momentum into the remainder of the year and beyond after reflecting on the “steady progress” continuing to be made due to a number of “strategic initiatives”.

This came as the group reported a 62.3 per cent year-on-year revenue increase to $20.9m from the $12.9m recorded through 2021.

Wagering revenue rose 43.75 per cent to $4.6bn (2021: $3.2bn) which Bragg noted reflects a change in product mix towards PAM, managed services and proprietary content.