“We’ve already strategically positioned the business to capitalise on significant growth in the U.S. iGaming market through the leveraging of our proprietary and exclusive content portfolio stateside. We’ve integrated with top-tier operators like DraftKings, FanDuel, Rush
Street Interactive, Caesars Digital and BetMGM and we have licences in all key iGaming states.”
iGaming GGR in regulated states such as Pennsylvania is indicative of significant player demand. How untapped is the U.S. opportunity?
Te simple answer is there are only seven states who have legalised iGaming, and so many more who have not as yet, so that untapped opportunity is clear. Having said that, it's a long way from thinking about legalisation to having a functioning regulated iGaming market in as many states as possible. Speaking more broadly, I think the revenue generation opportunities are clear- players are playing and accessing online casino whether licensed or not.
It’s a question of whether they do that in a safe licensed environment which sees all parties maintain compliance with a certain set of rules, or whether they gamble via an unregulated site which does not carry the same consumer protection safeguards, potentially leaving them unprotected from at-risk gambling and fraud. We and many other operators and providers are aware of this significant player demand through existing player data, which illustrates one thing, player demand for iGaming is high, and regulation is the only true way to support that demand and protect players.
Our role as operators, suppliers and other industry stakeholders is to create the right conditions for that untapped opportunity to be tapped. We do that by providing excellent, safe and responsible iGaming player experiences, maintaining our compliant products, innovating and improving our content, and also pushing out the so-called black market from the U.S.
How is Bragg positioning itself to capitalise?
We’ve already strategically positioned the business to capitalise on significant growth in the U.S. iGaming market through the leveraging of our proprietary and exclusive content portfolio stateside. We’ve integrated with top-tier operators like DraftKings, FanDuel, Rush Street Interactive, Caesars Digital and BetMGM and we have licences in all key iGaming states.
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NEILL WHYTE Chief Commercial Officer Bragg
As a business, Bragg now reaches over 90 per cent of the $8bn U.S. iCasino market with our content slate, a number which is only going to increase in the future. One mechanism we’re using to grow revenue from our proprietary and exclusive content is our recent technology and content partnership with Caesars Digital. We’re using this to leverage our technology and our already considerable development strengths to lift the profile of Bragg in what is an increasingly competitive and dynamic market for us through the addition of other parts of our technology suite like our aggregation services, which provides access to more than 10,000 titles from in-house and third party partners.
We’re also hoping to leverage game changing technologies like our Player Account Management (PAM) platform, which can be invaluable to operators looking to operate iGaming, and our Fuze player engagement and promotional toolset, which improves player engagement and LTV via a set of unique tools geared towards gamification of the player journey. All these things should come into play in the U.S. over the coming months and years, and will provide us with greater capitalisation tools.
In many states there is always discussion of legislation that would allow for iGaming to be adopted but they seldom materialise into any proposed legislation to be voted on and approved. Do you see this changing?
Regular discussions concerning iGaming legalisation are a positive sign, regardless of their outcome, it shows that the message is getting through iGaming can be a positive value add for states looking to make new revenue through regulation of the vertical, while at the same time reducing the revenue which may flow out of their respective states through illegal gambling and improving player safety. Te challenge for the industry is creating the environment where a regulated iGaming market becomes so compelling, so necessary that legalisation becomes a formality.
How do we achieve that? Well speaking with one voice as an industry
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