Bragg Gaming and BetMGM link for Michigan content launch

US iGaming brand BetMGM, which is part of a joint venture with its parent company, MGM Resorts International and UK-owned conglomerate Entain, has partnered with online gambling software provider Bragg Gaming to launch its content in the state of Michigan.

This is somewhat of a coup for the content distributor, with BetMGM ideally placed to really maximise its brand value in a state where it is not only the lead operator of 2022 for online casino but also in a market that has proven to be one of the most stable and profitable. 

Certainly, this has a lot of potential for Bragg Gaming to really showcase its products via BetMGM and should the market respond favourably; this could lead to being considerably fruitful.

Long-standing partnership in the US industry

The two entities have, in fact, held a mutually beneficial relationship in the US industry for a number of years, with BetMGM also being a major platform for its products in the states of New Jersey and Pennsylvania - for many years, two of the most profitable US online gambling markets.

As such, another link-up for other markets between the two parties was inevitable, and because of this, Michigan seemed a natural fit. 

The scope to become identified by customers in Michigan, who have certainly responded well to the online casino niche, and via BetMGM in particular, is huge, and because of this, the slot titles that Bragg Gaming has available are likely to appeal.

Already a strong performer via the operator in its other markets, there is no reason why this should not be repeated in the Wolverine state. Bragg Gaming has identified the North American market as a key revenue source over the next couple of years, with many other states likely to gain regulatory approval, while the province of Ontario in Canada has also shown that it will be a major market as well.

Landmark year for Bragg Gaming

Over the last 12 months, the software provider has gained huge momentum in the US, having recently agreed to a deal with another major native firm for content distribution.

Rush Street Interactive (RSI) approved an agreement to offer Bragg Gaming’s content to its customers in the major state of New Jersey, in addition to changing its Spin Games entity to Bragg Reno as a way of gaining worldwide traction. 

This, in turn, could well lead to Bragg becoming a major authority in the LATAM (Latin America) market, where Rush Street Interactive has made a major play over the last 12 months, gaining a serious foothold in both Colombia and Mexico. Watch this space.