Creating a unique selling position
Bragg Gaming Group’s Commercial VP for North America, Shivan Patel, discusses how the supplier works to enhance innovation.
In what ways has Bragg developed its product and technology portfolio throughout 2025?
At Bragg, we’re continuously innovating and upgrading our products and technology, which has been a key area for the business. We’ve added a slew of new localized studio partners to the Powered by Bragg program and have worked with key operator partners in the US to develop exclusive content, which is set to give them a significant competitive advantage. On the technology side, we’ve added Big Ticket Bonanza to our Fuze player engagement toolset, and it is helping our partners attract and retain players over the long term.
How does Bragg’s portfolio of content create a unique selling position for the company?
Our strength as a supplier is our unique, highly localized content and that is what we’re primarily known for in many markets globally. We work collaboratively with great studios to develop content that responds to the needs of our operator partners and their respective markets. By creating and being able to deliver this content en masse, we cultivate strong relationships, relationships which allow us to sell in our technology solutions such as our PAM, HUB and Fuze technology, all of which deliver a competitive advantage for new and existing operator partners.
Where can examples of crossover integration be seen within Bragg’s portfolio of technology?
We are a data-driven company and data collection is extensive at all levels of the business. Speaking directly to the crossover between our data reporting software and our Fuze promotional toolkit, data informsall of the deployable tools within it, most notably our AI-powered games recommendation system – which uses data to deliver a hyper-personalized playing experience. Data enables our Fuze toolkit to become an indispensable tool for operators seeking to create significant LTV from players.
Heading into the 25th anniversary of the G2E trade show, what can the industry expect to see showcased by Bragg in October?
We’re so happy to be going to G2E as it turns 25, and we’ll be bringing with us our full range of innovative iGaming products and technology to this showpiece event. We’ll have both proprietary and exclusive online casino content, as well as solutions like our PAM platform, the Bragg Hub and our gamechanging Fuze marketing and promotional toolset. We’re also highlighting our new bespoke proprietary content deals with tier-one operators in the US like Caesars and Hard Rock Digital, and will be looking to agree similar partnerships throughout the event.
Having brought on Luka Pataky to develop AI strategy within Bragg’s product development, how do you foresee this level of innovation enhancing user experience for the supplier’s consumer base?
The strategy Luka will be developing with our technology teams is a 360-degree one that reaches into every facet of the business. It is about integrating AI into product development and design, user experience, external communications, safer gambling initiatives and internal processes to drive growth and efficiency. These additions will significantly enhance both the user experience for players and our operator partnerships alike, in that it will allow us to be more agile and efficient as a business.
How has Bragg made efforts to expand its content portfolio across LatAm in 2025, as gaming continues to grow in the region?
Building on our solid groundwork in 2024, we’ve expanded our business across LatAm significantly throughout 2025. Since launching in Brazil in January, we’ve grown our content partnerships to more than 50% of the licensed market, including the likes of Betsson and BetMGM. We also made a strategic investment in Brazilian games studio RapidPlay, which will see the development of localized content for the market. Independent of Brazil we’ve launched with Doradobet in Peru and are continuing to grow our footprint across the region.
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