Bragg and Bally’s Interactive partner on content


Bragg Gaming Group has entered into an expansive iGaming content development partnership with Bally’s Interactive, the digital arm of Bally’s Corporation.

Bally’s Interactive online brands such as Virgin Casino, JackpotJoy and Vera&John, will launch content from Bragg’s proprietary slots studios, including Atomic Slot Lab and Indigo Magic, as well as from a range of exclusive proprietary and third-party titles from Bragg’s existing and future portfolio.

In addition, Bragg will distribute titles on an exclusive basis via the company’s RGS from a select number of Bally’s Interactive’s third-party partner studios, marking a new and exclusive distribution channel for iGaming content from developers including Gaming Arts and King Show Games.

The arrangement significantly increases the diversity of the content Bragg features in key regulated markets such as the UK and in the US, with an option for more studios to be added to the partnership.

Yaniv Sherman, CEO of Bragg Gaming Group, says: “Bally’s Interactive, and before that Gamesys, has a well-earned reputation for recognising quality game development studios that offer content differentiation that attracts players, a key driver of player engagement across globally regulated markets. By bringing proprietary and exclusive third-party content to Bally’s Interactive online brands in jurisdictions around the world, we are expanding the reach of our most popular games. 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.”

Robeson Reeves, President of Interactive at Bally’s Corporation, adds: “Bragg’s ability to offer games at speed and with simplicity into new markets is strategically important for us and we are 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 share similar ideals in terms of providing high-calibre entertainment with care, making this an alliance we are very confident will lead to great mutual success.”