Caesars Entertainment has announced a new agreement with Bragg Gaming Group, allowing the gaming titan to develop exclusive casino games in-house.
The partnership is aimed at driving Bragg’s expansion efforts in 2025 as it seeks double-digit gains in revenue and profitability, especially in North America. However, specific terms of the deal were not announced.
“We’re thrilled to be kicking off this exciting new content and technology project with Caesars for its online casino platforms,” Neill Whyte, Bragg chief commercial officer, said in a statement.
“We have decades of expertise and know-how, as well as the full technology suite to build, launch and operate the highest quality online casino games, and we look forward to expanding our strategic partnership with the Caesars team to enhance the player experience through innovative and exclusive gaming content creation.”
As part of the deal, the Toronto-based Bragg will help Caesars develop a collection of new online casino games for Caesars’ digital platforms through a newly formed in-house studio team. Additionally, Caesars will gain access to several of Bragg’s technological features, including bonuses, free spins, and jackpots.
Content will be distributed to online channels such as Caesars Palace Online Casino, Horseshoe Online Casino, and Caesars Sportsbook and Casino.
Matt Sunderland, senior vice president and chief iGaming officer at Caesars Digital, said the new deal marks an “important step” in its goal to develop exclusive digital slots, table games and more.
“We’re excited about the potential that this moment provides us, and we have our sights set on building exclusive online casino games through our newly formed in-house game studios team that will set us apart in the industry,” Sunderland said.
Notably, Caesars posted a $9 million loss in the third quarter of 2024. At the same time, net revenue from online casino play jumped 83% year-over-year thanks to a steady climb in hold percentage.
Its casino games are now available in Michigan, Pennsylvania and West Virginia, and there are plans to expand into New Jersey and Ontario, Canada, by the end of the year. Caesars’ Q4 results will be released in late February, with numbers expected to improve.
Last month, Caesars widened its digital footprint by launching a new online live dealer studio for select casino players in Pennsylvania.
“We’ve taken inspiration from the iconic designs at Caesars Palace to complete this world-class studio in Pennsylvania,” Sunderland said, “from the legendary Julius Caesar statue down to flooring patterns and wall coverings at the destination. The result is an aesthetically unmatched live dealer experience that pays homage to our renowned brand.”
Bragg has previously developed two games — Lady Luck Casino Egyptian Magic and Boardwalk Slots Bankers & Cash — for Caesars Palace Online Casino. In addition to Michigan, New Jersey and Pennsylvania, it also supplies games to Caesars’ digital platform in Canada.
It recently expanded its reach into Brazil after the country launched regulated online gaming on Jan. 1. In maintaining its lofty goals, Bragg projects profits in the country to represent nearly 10% of its overall revenue by the middle of this year.
The deal is hot on the heels of another gambling giant, BetMGM signed a deal with Freemantle to bring iconic game shows “The Price is Right” and “Family Feud”.
The future is likely to see more partnerships to earn an edge and gain stronger holds in the booming gambling market.
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