INSIGHT US IGAMING BRAGG GAMING GROUP
All operators look for ways to differentiate themselves from their competitors so anything that can be done from the
content perspective can be useful in achieving that. At Bragg, we often develop exclusive content for our
operator partners via our in- house proprietary content studios like Wild Streak Gaming and Indigo Magic,
content which can be utilised by operators looking to create their own unique selling point.
support our growth in internal content. We augmented that library with a mix of key partners to offer a compelling portfolio with studios across the globe.
For North America, a key strategy was to partner with land-based focused game companies such as Incredible Technologies, Bluberi, King Show Games and Sega Sammy Creation which offers players some brand recognition. We continue to both build internal teams and partner with key studios to provide compelling game content that fits in with our overall portfolio.
How flexible is Bragg Gaming to the inevitability of more stringent regulation? What advantages does experience in European markets offer to tailor game production for potential future changes?
Te USA market in general is quite stable when it comes to regulation. In the case of land-based operations, they sometimes had more stringent regulations that were later relaxed. Riverboat cruising requirements, loss limits, max bet limits have generally been removed over time. Land-based gaming markets in the US are mature and online gaming regulation tends to follow in the footsteps of what has already been done in land-based markets.
Europe on the other hand was the opposite where they started with minimal regulations and over time have added and added to them to the point that several European markets have become a bit unstable and driven players to seek alternatives. Fortunately, Bragg has a very good technology platform that allows for these market changes and math design teams that accommodate new requirements as they happen.
More stringent regulation isn't always inevitable, and some markets have succeeded without the need for more punitive
regulations to be introduced. However, as a provider of turnkey solutions and content which is certified, licensed and operating across 25+ regulated markets globally we need to be aware of any regulations which may come down the pipe and have flexible strategies in place to deal with them.
Tis flexibility can come in many forms, from extensive dialogue with regulators, which we pursue in every operational jurisdiction to having software which can be easily changed to deal with the changing requirements of said jurisdiction.
Europe is a mature market for iGaming and that maturity carries certain advantages, in that you are able to draw on experience of how a market matures and tailor your offering accordingly. Not every market's regulatory journey will be the same, but there will be enough consistency across markets to allow you to tailor game production to account for potential future changes in the U.S.
Additionally, the variety of regulatory approaches across Europe could see some markets adopt different regulations than others, but there is a benefit in that, because by using collective knowledge we are able to better anticipate changes.
Te need for quantity and quality is clear, and developers often spend months creating the math, features, and offerings to produce a single game which only lasts for several weeks on average. What's the appropriate balance in a US market which sees a fraction of content production compared to other global markets?
Bragg has really focused on the regulated markets in the USA and Europe. As a slots developer, we're unique in developing separate math versions of games for Europe and the U.S., using knowledge of player preferences in these regions.
We are launching a similar number of titles in both markets but we are very sensitive to localised content needs. Localisation where it makes sense or custom games in a specific market is always something we look at.
US operators have taken it upon themselves to develop iGaming content in-house. Are games developed in-house inferior in quality to specialist studios? Is performance starkly different?
U.S operators are somewhat in a unique position when compared to many other countries in that there is a limited set of operators in a limited set of states. In a land- based casino, you have a limited space and product offering so often the best content wins.
With online content development costs generally lower, the product offering is wider,
WIRE / PULSE / INSIGHT / REPORTS P57
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