INSIGHT US IGAMING BRAGG GAMING GROUP
In respect to those states which legalised iGaming it's really a mix of many different factors, from players trialing online gaming, tailoring marketing spend to make players aware of games, and a much broader offering of game content being added over the last few years.
When you include other things like refinements to marketing, promotional tools and other operational enhancements, these are the things which are really driving growth.
In states such as Pennsylvania where both sports betting and iGaming are regulated, are operators making concerted efforts to push more players into iGaming due to higher sports betting tax rates? What impact is this having on content demand?
Pennsylvania is on the higher side of the tax scale compared to several other states. In PA, online slot games are taxed at 54 per cent of revenue while table games online are at 16 per cent with sports betting in between at 36 per cent.
Slot games make the most revenue and are taxed at the highest rate. Te reality is that regulators and operators should really be
In the U.S. slot content looks to be the primary focus for
investment, predominantly as it is the largest revenue driver, but there are 'yet to be developed' segments which will be gradually discovered over time. Segments including 'instant win' and 'crash' games seem to be creating a niche with strong demand beside some of the more tried and tested segments like video poker and keno games.
focused on creating a fair and balanced environment for the players and the industry to be successful.
We have seen in some other non-US markets where heavy-handed government regulators make taxes so high and place such significant regulations on games and rules so restrictive that the industry struggles and players are frustrated and seek alternatives such as unregulated offshore operations.
What role does quality content creation have in improving retention rates on online platforms and driving player loyalty? As the
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market evolves, how can content creators better support the retention process and customer engagement?
Te simple fact is, quality content will always win in the long run, and at Bragg we focus much of our game design onto developing the deep and complex math required to foster long-term replayability among our player base.
What makes the USA different to the European markets we operate in is that the players have already been exposed to commercial and tribal land-based casinos for a long time. Te maturity and experience of these players resonates in the online space where many recognisable land-based games and mechanics can often reach the top of the charts.
Quality content creation is hugely important not only to Bragg, but to our partners and clients, because at the end of the day, high quality content drives player engagement, whereas poor quality content will drive players to your competitors.
Evolution in a market is inevitable, as different generations become players of online slots, and Bragg as a content creator responds to the evolution of the market by supporting our partners with content that is reflective of current players and trends.
Tis response is born out of technology which provides comprehensive data on players, allowing for the anticipation of player needs, and the tailoring of marketing campaigns and game recommendations accordingly.
What game verticals will gain the most traction and receive the most investment in the US over the coming years?
In the U.S. slot content looks to be the primary focus for investment, predominantly as it is the largest revenue driver, but there are 'yet to be developed' segments which will be gradually discovered over time. Segments including 'instant win' and 'crash' games seem to be creating a niche with strong demand beside some of the more tried and tested segments like video poker and keno games.
At Bragg, we are expanding both our portfolio breadth and depth within these various product segments with set aside ‘outside of the box’ higher risk slots through a mix of internal studios and key partners studios.
Will studio expansion be led by organically growing portfolios, acquiring existing studios, or both?
Bragg acquired Wild Streak Gaming in 2021 which had a library of titles (from both land- based and online) and an experienced team of designers and technologists. We invested in growing that team in Las Vegas and built up a European-based studio, Indigo Magic, to
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