In her new role, Falzon will be responsible for the oversight of the business’ day-to-day operational performance and help guide the ongoing execution of Bragg’s growth-focused strategies.
Falzon brings more than 10 years of industry experience to the position, having served as a non-executive director of the business since March 2021.
Prior to this, she was operational chief financial officer of NetEnt and also had a spell as CFO of Red Tiger Gaming.
Earlier in her career, Falzon spent time as group CFO at Evoke Gaming, as well as financial controller and group financial controller at King.
“Having evaluated the company’s opportunities and growth strategies since joining the board, I am excited to take on this day-to-day role to further Bragg’s evolution and operational momentum,” Falzon said.
“As demonstrated by the company’s progress and success with executing on its strategies and initiatives to deliver growing, positive financial performance – including a continued expansion into new markets and focus on offering high-performing internal and external igaming content – Bragg has already established a platform to deliver consistent growth and the creation of shareholder value.”
Bragg’s interim chief executive and chairman Paul Godfrey added: “Lara’s skill set and significant gaming industry accomplishments will serve to drive further improvements in our day-to-day operations, continued progress against our strategic initiatives, and overall financial growth.
“We look forward to benefiting from her oversight and guidance of our business practices and objectives as we continue to execute on our global growth strategy.”
The appointment comes after Bragg in November announced details of a strategic review, with former chief executive Richard Carter stepping down and leaving the business.
Bragg said while the company had reported “exceptional” revenue and growth over the past six quarters, this was not reflected in its public markets’ performance.
Its industry peers, the board noted, are trading and transacting at “significantly higher multiples”, leading it to conclude that a new CEO was required.
Godfrey therefore took on the CEO role until a permanent replacement is appointed.
Falzon was named as one of the Most Influential Women in iGaming in 2020.