Pulse
iGaming BRAGG GAMING
I was heavily invested in the company, I think back then it was something like a 35 per cent share in the business, and that’s the reason why I stayed on the Board. Te other driving element is the potential of the company.
I think the company has enormous potential to become a leading solution provider in this industry and with the U.S. market further regulating with the introduction of digital to lotteries across the globe and further regulation of markets in Latin America. Tat's a big enough motivation and I'm the biggest single shareholder of the business. With proper management we can further maximise the value of the business.
How has the Oryx technology evolved since being folded into Bragg? Does the turnkey solution support the content and services or do the content and services support the technology?
Bragg's tech stack is exclusively the stack developed by Oryx. We are using our Spin tech stack in certain jurisdictions in the United States to bridge the integration gap between operators and our content. In all the other jurisdictions we're using the Oryx tech stack exclusively. We have continued to develop our aggregation PAM and content tech stack in line with our overall strategic plans and roadmaps.
We have also added what I call our fourth tech stack which is the engagement and player journey management system, Fuze, that was initially added to the portfolio to support the placement and the promotion initiatives of our own proprietary content. It was later developed into a standalone product allowing the operator to use a single API, single back office, and a single hub to launch and manage campaigns across all three verticals of iGaming, sportsbook, and lottery, and manage cross-product campaigns in that respect.
Simultaneously, we have entered various new markets such as the UK, Italy, Portugal, Ontario, and various US markets. We are licensed in six North American markets where we are going to use our technology stack to support commercial and strategic initiatives in those markets. To answer your question whether I think one supports the other, I think that PAM and aggregation are very important elements of our long-term strategy to become a corporate-led business.
I think with the leverage that we have over an operator and a B2C brand in being their key supplier of technology as a PAM aggregation supplier, we can leverage that position in securing placement and promotion deals that are better than if we were just a content provider.
It's also important to emphasise that by being a PAM, we can collect much larger amounts of
P138 WIRE / PULSE / INSIGHT / REPORTS
data that will eventually help us build content that's a better fit for individual markets and individual clients.
How do you assess the rollout of iGaming across the US?
We believe the U.S. iGaming market is going to be a big success for us. Te rollout across the individual states has been slower than we initially thought it was going to be, and additionally it can also be very slow to bring games into the market because of the various regulatory processes involved (certification, integration, licensing, etc) and its consolidation as well. Tose processes affect our ability to launch games in the market. Add to this, each US state is like a different country, with differing views on regulation, different processes and rules.
Nevertheless, we have had many successful launches in the United States, and we have successful games live such as Dragon Power from Wild Streak Gaming. Tat game is now live with Light & Wonder and are now launching the latest version on our RGS. We currently have less than one per cent of the supplier market in the United States, so we see plenty of opportunity to grow in the market.
However, it can be very slow to bring games to the market in the U.S. right now. Hopefully, we see more states regulate. Tere are talks about Indiana, Illinois, and New York, and we hope to see at least one new state opening up to igaming soon, if not more.
Bragg continues to expand in Europe, with around 30 per cent of GGR with your PAM in the Netherlands. What are Bragg's European plans and how have you captured such a large percentage of the Dutch market?
We started conversations with Dutch operators back in 2016 ensuring we were compliant as soon as the regulations were published. We obtained all the necessary certifications, and we were one of - if not the - first supplier to launch a brand in the Dutch market with BetCity and shortly after that we did the same with JACKS.
We have a very good understanding and are highly experienced in regulated markets.
We have solutions in place that have been developed to cater to those markets. Specifically, our PAM is something that is working very well for these operators in various segments like responsible gaming and AML. We've seen operators using different tech stacks being fined exactly for that and that's why we are one of the best companies in the industry. We provide a full turnkey solution to our operator partners, so they don't have to go and search for anything outside of the portfolio or the tech stack that we provide.
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