INSIGHT US IGAMING BRAGG GAMING GROUP
but the product positioning is actually quite limited, so if an operator builds their own games, promotes them and places them front and centre on their site, they will likely show profitability.
Tat being said, they also risk losing customers if the content quality isn’t there over the long term and it can be expensive to invest in the right talent to get the best games so it has its risks and rewards.
Tat's where content aggregation services, and in-house content development like the services offered by Bragg can be really impactful, in reducing that risk through access to multiple content providers and tools which allow for data-driven insights into what players like.
Is exclusivity as prominent in the US as it is in other global markets? What are the advantages and disadvantages of exclusivity?
Yes, exclusivity is becoming quite prevalent in the US, through concepts like 'customisation' where operators are favouring certain titles which appeal on their site. 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.
Tere are also many other elements which factor into the equation, for example, operators will all still have their own marketing and player acquisition strategies.
Are US operators partnering with a single supplier that offers a one-stop solution, or partnering with several suppliers? As a content supplier, what do you prefer and which approach do you believe is best?
Operators want a choice of content offerings to appeal to all types of consumers, so I don't see them choosing one company to supply all of their content needs. Tere are numerous technical hurdles to accessing content from multiple companies.
Content aggregation, where we bring together content from multiple companies through a single API is a significant part of our European operations and is something we're already deploying to assist operators in the U.S. market.
We specialise in a lot of the technical aspects of game distribution so we can offer access to close to 100 game suppliers and thousands of games
Bragg typically modifies its math for the US market and we have a
library of our land-based games that have performed very well in the US land-based market with games such as Queenie, Dreamy Genie and others. By default, these were designed for the US market first
and later adapted for online. Something else which is critical is our U.S partners extensive experience of developing content for the U.S player.
through a single technical channel. And with all content licensed and certified and approved in 25+ markets, the workload for the operator is minimal. Tis can be beneficial to the operators in that it allows them to focus their efforts on other technology and operational items to boost their respective businesses.
How is Bragg Gaming tailoring its product offering for individual US markets? What further scope is there for personalising the American player?
Bragg typically modifies its math for the US market and we have a library of our land-based games that have performed very well in the US land-based market with games such as Queenie, Dreamy Genie and others. By default, these were designed for the US market first and later adapted for online.
Something else which is critical is our U.S partners extensive experience of developing content for the U.S player. For example our partner King Show Games has over two decades of experience of developing titles for U.S players with an extensive library of slots games, games which we have begun to launch in various states.
At a wider level, Bragg is a global company, but a lot of what we do carries a localised approach, and this is definitely the case in our content and products, where we use data-driven insights to tailor our products to suit the needs of players in individual markets.
From a compliance perspective, all our content and products are tailored to meet the regulatory requirements of different markets in the U.S and additional regulatory requirements can be anticipated and tailored for.
In respect of personalisation, one area where there is huge scope is in marketing and promotions, and this is an area where we're
uniquely qualified to deliver a personalised experience. Tailoring in marketing is predominantly achieved by the integration of our Fuze marketing tool sets into our existing RGS and Bragg PAM and HUB.
Fuze tools include an AI-powered Game Recommendation System, tournaments, flash jackpots, bonus promotions and quests, all of which can be tailored to suit individual customers.
What's next for Bragg Gaming in the US?
Bragg is seeing tremendous growth in our products and revenue over the past six-12 months and it’s only looking brighter as we finalise our integrations and approvals with several key operators and key states. We are excited to grow our US team presence and really establish Bragg as a ‘must have’ provider with the right games and right technology.
In New Jersey we have multiple customers set to go live this year and in Michigan we're working with many market operators to ensure we can go live with both standard online games as well as mobile iOS apps. We also expect a launch of our content in Delaware later this year and in Pennsylvania we’re hoping to add another three-four operators, making big strides in the Keystone State.
Moving north, we expect 2024 to be a year of meaningful growth for us in the Canadian markets. Tere are multiple key operators that will soon roll out our games in Ontario, but at the same time, we've also got other Canadian online partnerships in progress, and expect to be live in two additional Canadian provinces this year.
Tese moves, we hope will lay the foundation to truly capitalise on the many opportunities in the Canadian market, significantly expanding our footprint in North America.
In New Jersey we have multiple customers set to go live this year and in Michigan we're working with many market operators to ensure we can go live with both standard online games as well as mobile iOS apps. We also expect a launch of our content in Delaware later this year and in Pennsylvania we’re hoping to add another three-four operators, making big strides in the Keystone State.
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