INSIGHT US IGAMING BRAGG GAMING GROUP
unique in terms of operations, regulations, licensing and a host of other items.
Te markets are maturing quite rapidly in several cases and seeing a consolidation with certain operators exiting as the next stage of the technology, marketing and product strategies are evolving.
Doug Fallon Group Director of Content Bragg Gaming Group
Doug Fallon joined as Group Director of Content when in June 2021 Bragg acquired Wild Streak Gaming, a premium slots studio founded by Doug in 2015. With over 20 years’ experience in the gaming industry, Doug's background includes over ten years' experience at Aristrocrat Technologies including in global marketing as VP Global Games Marketing, in game design as VP Creative Direction and in product design and management as VP Global Core Games.
Doug, could you provide an overview of Bragg Gaming's US operations?
Bragg's U.S operations encompass iGaming content provision and aggregation services across four U.S. states, New Jersey, Pennsylvania, Michigan and Connecticut.
Bragg acquired two U.S facing businesses, the well-established Wild Streak Gaming, and Spin Games in 2021 and 2022 respectively to bolster U.S. operations. We also have offices in Reno, Nevada, giving us crucial access to the local market, where we operate our superstudio combo with Wild Streak Gaming and Atomic Slot Lab.
Our other in-house proprietary studios such as Indigo Magic also provide exclusive content to a variety of U.S partners, while our Powered by Bragg content partners such as Blueberi, Sega Sammy Creation and King Show Games develop localised content in those markets.
We're looking to expand this portfolio and have many more operators in our pipeline, as well as potential expansions into Delaware, West Virginia and Canada, which we are actively pursuing.
US iGaming is in its infancy stages for content suppliers, operators, and regulators. What has Bragg learnt so far?
One of the biggest differences between the USA and many European countries is that while in Europe, individual countries have individual rules in areas like game regulations and taxation, in the U.S, gaming is regulated by state and not centrally regulated by federal authorities. Each US state is a bit different and
No state has legalised iGaming in a similar manner. Who's done it best so far?
From a general perspective, the easiest way to measure whether that market is successful is to look at its growth and development and from this perspective, you have to look at the likes of the big three of New Jersey, Pennsylvania and Michigan, who have all enjoyed record gross gaming revenue (GGR)
Obviously in the case of New Jersey, you've had a more
substantial time for the market to grow and mature, refining regulations etc, but
Pennsylvania and Michigan have also grown into mature regulated markets, despite being operational for less time, ostensibly by using learnings from what New Jersey has achieved. This speedy launch and good regulation turned a lot of heads and really put the U.S. in a much bigger spotlight.
since regulating as doing things in the best way, a testament to the success of the regulatory regimes used.
Obviously in the case of New Jersey, you've had a more substantial time for the market to grow and mature, refining regulations etc, but Pennsylvania and Michigan have also grown into mature regulated markets, despite being operational for less time, ostensibly by using learnings from what New Jersey has achieved. Tis speedy launch and good regulation turned a lot of heads and really put the U.S. in a much bigger spotlight.
What's driving market growth in the states that have legalised iGaming so far? Is it primarily online operators improving their cross-sell channels and better utilising the database, or content suppliers offering end users a more curated and localised experience?
WIRE / PULSE / INSIGHT / REPORTS P55
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