SBC News Voice of the Sports Betting Industry
Bragg Gaming Group has signed a new global distribution agreement with betting and gaming company 888 Holdings.
The collaboration with 888 Holdings – which owns William Hill, 888, Mr Green and SI Sportsbook – is an extension of an existing partnership. Bragg’s content is expected to go live with William Hill in the UK, Mr Green in Italy, Sweden and Denmark, and 888casino in Italy for the first time.
This follows launches with the operator in the UK, Spain and Ontario over the course of the last year.
Lara Falzon, President and Chief Operating Officer at Bragg Gaming Group, said: “We are thrilled to announce this exciting new distribution deal with 888 Holdings – including for the William Hill and Mr Green brands – given that 888 is one of the most renowned operators in the global gaming industry.
“Our extensive portfolio of exclusive igaming titles includes games tailored for a diverse range of tastes, enabling us to provide exceptional entertainment experiences to 888’s vast global player base.
“This agreement is a testament to our commitment to expand Bragg’s footprint in key markets and solidify our position as a leading content provider.”
In detail, enhancing its market reach, Bragg’s proprietary and exclusive content that will be made available to 888’s brands includes titles from Powered by Bragg partners and from Bragg Studios brands, such as Atomic Slot Lab and Indigo Magic.
Ofir Gal-Mor, Group Head of Content at 888, added: “Bragg Gaming’s offering is well known throughout the industry for being forward-thinking and of the highest quality.
“We have worked closely together since early 2022 and look forward to elevating our partnership further with the addition of Bragg’s diverse content portfolio to our William Hill and Mr Green brands.”
In recent months, Bragg reported a strong end to 2022 trading, and anticipated an uptick in revenue by between 10% and 15% this year, having enhanced its presence across both Europe and North America.
Lauding 2022 as a ‘transformational year’ for Nasdaq company, Bragg was able to close the year with a stronger standing in international sports betting, having signed deals with Belgium’s Napoleon Sports and Casino, as well as taking content live throughout the US.
