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Bragg seals 888 Holdings distribution deal

| By iGB Editorial Team
Bragg Gaming Group has signed a global distribution deal with 888 Holdings.

Under the agreement, Bragg’s content will be rolled out with several leading operators owned by 888 Holdings.

These brands will include William Hill in the UK, Mr Green in Italy, Sweden and Denmark and 888casino in Italy. The Italian launch follows previous tie-ups with the operator over the last year in the UK, Spain and Ontario, Canada.

Although the exact length of the deal was not disclosed, iGB understands it is a multi-year agreement.

Regulated markets

Bragg said that the new agreement boosts its presence in multiple regulated markets. The deal will cover numerous titles from Bragg Studios, including Atomic Slot Lab and Indigo Magic. Additionally, the agreement includes titles from the company’s Powered by Bragg partners.

Lara Falzon, Bragg’s president and chief operating officer, said the provider is teaming up with “one of the most renowned operators in the global gaming industry”.

Falzon added: “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 includes key brands in the UK, Italy, Sweden and Denmark which will receive access to Bragg Studios and Powered by Bragg content for the first time.

“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.”

Elevated partnership

888 Holdings’ group head of content, Ofir Gal-Mor, says Bragg’s offering is “forward-thinking and of the highest quality”.

Gal-Mor added: “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.”

The distribution agreement comes at an exciting time for Bragg, which posted an 18.1% year-on-year revenue increase for Q1.

Bragg CEO Yaniv Sherman cited expansion in North America and Europe for the growth. Bragg wants to “diversify”, becoming “a content-driven igaming solutions provider in a growing number of… markets”, said Sherman.

A tumultuous period

The partnership comes at an eventful time for 888. Yesterday (26 July) the company named Per Widerström as its new chief executive. Widerström will assume the role from 16 October this year.

888 had been without a CEO since January, when Itai Pazner stepped down during an investigation into failings regarding AML and KYC processes for Middle Eastern VIP customers.

Last month FS Gaming – consisting of former Entain CEO Kenny Alexander, chair Lee Feldman and chief financial officer Stephen Morana – acquired a 6.75% stake in 888. The move prompted a warning from the GB Gambling Commission.

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