A Q&A session with BRAGG's Product Marketing Manager

Q: Hello! It was a pleasure meeting you at ICE Barcelona 2025, and we are excited to now be working together. We're grateful for the opportunity to conduct this interview and learn more about BRAGG Gaming Group's incredible journey, innovations, and plans for the future. First of all, please tell us a little bit about yourself and share some interesting facts about your work.

A: My name is Aleksandar, and I’m the Product Marketing Manager at Bragg Gaming. I joined the team in 2023, having spent several years working largely on the affiliate side of the iGaming industry divide since 2016. What I love most about my role is being able to mix creativity and strategy to deliver the best results. Every day brings new opportunities to connect with partners and build meaningful relationships with affiliate networks and streamers while at the same time creating marketing campaigns that align with our broader brand strategy. Add to this operating in an environment where the scenery is constantly changing, the market is evolving and becoming more diverse, and there are a lot of very challenging but also very fun opportunities to be had.

Q: Bragg Gaming Group has built a comprehensive content portfolio that includes both proprietary titles and exclusive third-party games, all distributed through the Bragg HUB. Could you tell us more about your in-house studios, Atomic Slot Lab and Indigo Magic? What sets each of them apart, and how do they support Bragg’s broader content strategy and future growth?

A: Each of Bragg’s in-house proprietary content development studios brings a different perspective, almost a different flavor to the creation of online casino content for Bragg. By leveraging the individual knowledge of the teams, Bragg can create a more diverse content slate, appealing to a broader audience of operators and players across our operational markets.

Based in Las Vegas, Atomic Slot Lab is a content studio focused on delivering the highest quality online casino content to slots fans worldwide. As a game-crafting studio, it takes its inspiration from the features, themes and mechanics that are used in the best-loved games from casino floors across North America. These titles are carefully calibrated to the individual tastes of online players in localized markets globally, but firmly tied to the rich and vibrant tradition of Las Vegas gaming. The Atomic Slot Lab game studio was founded by Doug Fallon, a slots design veteran with Wild Streak Gaming and Bragg’s Group Director of Content. With a deep experience of slots gained not only at Bragg but at Aristocrat, too, Doug and his team have created some great slot titles over the years.

What makes Atomic Slot Lab special is the behind-the-scenes stuff, things like the mathematical models we use, and little touches that longtime players will recognise that differentiate us from the competition. Our mathematical models for Atomic Slot Lab are different from those we use in our other studios and other regulated markets, and we use data and preferences that are unique to players in the North American markets.

Indigo Magic, Bragg’s Europe-based studio, employs the best practices in game creation and ideation globally while taking special consideration of specific local tastes and preferences to deliver superior casino content for both European & American audiences. As a studio, Indigo Magic embodies the expertise, tradition, and passion for content creation that the team has accumulated through its many years of experience in online casino gaming design, delivery, and analytics. Thanks to the team’s vast experience in multiple global markets, Indigo Magic elevates casino content to a whole new level.

Here at Bragg, we have an unwritten silent commitment to become the supplier of choice to the global iGaming industry, and the way we aim to achieve that is by becoming the industry leader, that indispensable company that everyone wants to be partnered with. We want to be present in as many regulated markets as possible, and by leveraging our existing knowledge of our studios in expanding into our current regulated markets, we can deliver more efficient launches in those markets as they open up, aiding the future growth of our business.

Q: The iGaming industry is evolving rapidly, and BRAGG Gaming Group is clearly on an upward trajectory. According to your recent Q4 2024 financial results, BRAGG reported €27.2 million ($28.8 million) in Q4 revenue and €102.0 million ($108.1 million) in total annual revenue, which marks an impressive year-over-year increase. What do you attribute this growth to? Did BRAGG apply any new strategies or operational changes to achieve such great results?

A: Thanks for the great assessment of our recent performance. We’re very pleased with the results we’ve been able to achieve over the last 12 months, and it's a testament to the hard work of our global teams.

When it comes to content, as a business, we get the highest content margins when we are the owners of the games and when we also own the distribution channels used by our operator partners. Over 2024, we’ve continued to ramp up our proprietary game production from our in-house proprietary studios such as Wild Streak Gaming, Atomic Slot Lab, and Indigo Magic. We also increased our proprietary distribution networks by launching our games with more operators in more markets. Wild Streak Gaming has done particularly well over the last 12 months, notching up impressive growth. Our proprietary content revenue has risen at a compound annual growth rate of 59% since 2021, and at an even higher rate for proprietary content, which we market through our proprietary distribution channels. We’ve moved away from a reliance on aggregated online casino content revenue alone to a more balanced mix of revenue from exclusive and proprietary content, both of which deliver medium to high margins.

Commercially, in 2024, we pivoted to a regionally focused commercial model, setting up different teams for different regions and having one point of contact for each region. This allowed us to focus our commercial efforts on local operators, dovetailing nicely with our ethos on localized content creation and distribution. 2024 also saw many new joiners to the Bragg business, mostly experienced industry veterans like Neill Whyte. He joined as our chief commercial officer in May, having previously been at DGC and worked with Garrick Morris, who joined as SVP Commercial for the U.S. and Canadian market. These individuals have helped to spur Bragg’s growth and partnerships. Going into 2025, we’re confident that we’ve got the right individuals in place and will execute our long-term strategic goals.

Q: As BRAGG continues to expand into new markets, what regions or GEOs are you currently operating in, and how do your studios adapt to local regulations? Could you explain the challenges or timeline associated with obtaining licenses in new GEOs, particularly as the market continues to evolve?

A: Bragg Gaming is currently present in more than thirty jurisdictions as we have a constant drive and ambition to enter and penetrate new markets, especially as they become regulated. One example of this is the latest addition of Brazil and further expansion in the broader LatAm region, specifically Peru and Argentina. On top of that, we are also working towards a wider expansion in Canada and its provinces as well.

At this moment, Bragg is investing most of its time and efforts into the USA expansion since we have a long history of adapting our game math models to the specifics of the markets in the USA, Europe, and ROW. The main difference between the US and Europe lies in the volatility and hit frequency as players in the US markets prefer a lower volatility with a higher hit frequency than those in Europe. With our customized math models, our games are a much better fit for the players in any given market. Bragg is also sourcing strategic RGS partners who can offer more localised content, such as GAMOMAT for Germany and Reflex Gaming for the UK.

Licensing and regulatory requirements take time, but Bragg sees them as necessary for a safe and regulated environment in which players can fully enjoy our games. It may be time-consuming, yes, but definitely worth it. At Bragg, market entries and maintenance are fully coordinated and controlled, and our Bragg compliance team has it down to a fine art at this point. This allows us to maintain an outstanding record of successful licensing and compliance in newly regulated markets, as was the case with the Netherlands, for example. What others consider a challenge or even an issue, we effectively turned into our strength.

Q: BRAGG’s game portfolio spans a variety of titles, but are there any specific slots that are considered particularly popular among players? What is it about these games—whether it’s the mechanics, themes, or features—that has made them stand out in a competitive market?

A: This is a great question. In any given portfolio, you will have the top 5% of games that can be classified as over-performers. Here at Bragg, we segmentize our portfolio into five performance categories, where category three means “an average game”. Mainstay titles in the top category are Fairy Dust, Dreamy Genie, and Cai Fu Emperor Ways.

What makes a game successful is usually a combination of things: most often, it’s exposure by the operator, popularity among the players, and the composition of the game. You could have the best and most accurate data to create a game, but the game may still fail. And vice versa: you could have a game that looks really bad but then turns out to be a massive success. We like to say that 60% is data and 40% is simply gut feeling.

Cai Fu Emperor Ways, for example, rose to prominence thanks to its unique super-feature, which is Connect & Collect. This feature then became the cornerstone for an entire series of games that now includes 7 Shields of Fortune, Almighty Pegasus, Fire Stampede, Firebird Spirit and 7 Clovers of Fortune, all of them extremely popular with the players.

Q: Bonus features are a key part of many successful slot games. How do you approach the development of bonus features in your games? What types of bonuses, like free spins or multipliers, do you find resonate best with players? How are the size and type of these bonuses decided during the game development phase?

A: Various mechanics will be popular with different player groups in different regions of the world. While hold & respin might be popular in Central Europe and the Balkans, longer bonuses with multiple layers will be more popular in Scandinavia. About 80% of success is about identifying trends in those regions and making your games appealing within that format, and the remaining 20% comes from innovation. The Connect & Collect mechanic I mentioned earlier would be a prime example of such innovation.

Q: As a leading provider in the industry, what steps is BRAGG taking to promote responsible gaming and prevent gambling addiction? While operators play a critical role, providers also have a responsibility in this area. How does BRAGG work with its studios to ensure that players are encouraged to engage in healthy gambling practices, and what role do you think the entire iGaming industry needs to play in fostering a responsible gaming environment?

A: Dealing with your last point first, the iGaming industry plays perhaps the most important role in fostering a responsible gaming culture, because our products and services are the main point of interaction for players. We, as providers of technology and content, need to place that at the top of our thinking, and it's something that is at the core of what we do at Bragg. In working with our studio partners in developing content, we ensure compliance with local regulations, working to ensure that our content does not encourage excessive or compulsive gaming. This begins with creating the right culture: we will not release or aggregate any online casino content that is not geared towards responsible play. That ethos also extends to our products, like Fuze™ for example, which is our marketing and promotional toolkit. Fuze™ offers operator partners access to a series of tools such as tournaments, quests, free rounds, and a sophisticated AI-powered games recommendation system, all designed to animate and activate players in all phases of their journey, from engagement to conversion and retention. While these are all designed to encourage gameplay, they do so in a responsible way. All our products use data-driven insights to deliver a responsible, safe playing experience, and we treat responsible gaming with the utmost importance.

Q: Thank you so much for taking the time to speak with us today. We’re excited to see what’s next for BRAGG Gaming Group, and we look forward to seeing the innovative work from your studios in 2025. We wish you continued success in the year ahead!