Niklas Mravlje, commercial director of content at Bragg, discusses how the company’s strategic vision for game development, deeply rooted in localized content and collaborative partnerships, empowers operators with a decisive edge in over 30 regulated markets globally.
In the rapidly evolving iGaming landscape, success hinges on delivering content that genuinely resonates with diverse player bases. At Bragg, our focus is on fostering an environment of innovation and collaboration, building strong partnerships that ultimately benefit operators by providing a consistent stream of high-quality, localized gaming experiences.
Our commitment to continuously updating our game development roadmaps across more than 30 regulated markets is central to this approach, ensuring our partners always have access to relevant and engaging content.
The global online casino market is characterized by unique player preferences, distinct regulatory frameworks, and emerging trends. Operators need content solutions that address these complexities effectively. This is where our strategy comes into play.
We actively seek out strategic partners in local markets worldwide – studios that bring unique perspectives on game design, a track record of success, and a dedication to innovation. These collaborations form the backbone of our “Powered By Bragg” program, reflecting our belief that working together yields stronger, more impactful results.
The “Powered By Bragg” program is a collaborative ecosystem where independent game development studios work with us to create innovative and exclusive online casino content. This cooperative model ensures that we can effectively respond to the evolving needs of both players and our operator partners. By partnering with studios that specialize in unique, localized content, we can better address the specific demands of each of our regulated markets, contributing to stronger engagement and commercial outcomes for our partners.
We’re pleased to introduce the latest additions to the “Powered By Bragg” program – a group of studios bringing fresh perspectives and innovative approaches to the online casino experience. Each partner introduces distinct innovations designed to help our operator partners stay competitive and appeal to their player bases.
Reflex Gaming: Leveraging UK Land-Based Recognition for Online Growth
Founded in 2004, Reflex Gaming has established itself as a successful brand in the UK land-based market, with titles widely recognized by UK players from their presence in bookmakers, pubs, clubs, and bingo halls. They’ve also seen success in the Dutch land-based market.
For Bragg, the addition of Reflex Gaming is a key step in strengthening our offerings in the competitive UK market. This partnership allows us to expand our content portfolio with titles familiar to UK players, fostering new conversations with major UK operators.
While Reflex Gaming has a strong land-based footprint in the UK and Netherlands, they are also focused on expanding their online presence globally, with ambitions in Latam, Eastern Europe, and significant plans for the USA.
Reflex Gaming is set to launch the first online casino title this year, with plans to increase to six during 2026, scaling further from there. The 2025 release will be “Big Game Fishing”. Our primary focus for Reflex Gaming content is to support our UK expansion efforts, while also exploring opportunities to build out their presence in the North American market.
Reflex games will be deployed across all our markets, with an initial emphasis on the UK, Netherlands, Sweden, Brazil, and North America. Our aim is to support Reflex’s global revenue growth and evolve our partnership towards a more exclusive arrangement.
Cherry Play: Rapid Content Delivery with Dutch Expertise
Established in late 2024 by experienced industry professionals and former StakeLogic executives, Cherry Play brings deep expertise in the Netherlands market, complemented by a history of global success. Their games blend traditional Dutch and UK slot styles with both classic and modern themes. Despite being a new studio, Cherry Play’s commercial experience is facilitating rapid content expansion across our operational markets.
Throughout 2025 and 2026, Cherry Play will primarily focus on delivering content for the Dutch, UK, Spanish, Belgian, and Latam markets, with broader deployment across Bragg’s other global markets as well.
Cherry Play has an ambitious game development schedule, committing to two new games per month starting in January 2025. This aims to deliver 30 initial titles, with potential for an additional 6-10. Their first two titles, already live in the Dutch market with partners like Betcity, Hard Rock Digital, and JVH, have shown strong early performance.
Cherry Play titles will initially launch in the Dutch market, then expand into other priority markets such as the UK, Spain, Belgium, and Latam, as well as new opportunities as they arise. Bragg is an investor in Cherry Play, co-owning the business and providing support in various capacities.
Four Leaf Gaming: Cultivating Innovation for a Broader Audience
Established in 2021, Four Leaf Gaming is a youthful and innovative studio driven by a dynamic team of industry professionals hailing from some of the biggest names in the industry. They stand as one of the top performing studios under Relax Gaming’s Silver Bullet distribution program and played a key role in the creation of their top-selling Dream Drop product.
Bragg’s vision with Four Leaf Gaming is multifaceted: to nurture their innovative spirit, learn from their groundbreaking techniques, and globally commercialize their product. This partnership is also a strategic avenue for us to introduce the wider Bragg brand to younger players, leveraging Four Leaf’s fresh and engaging content to expand our reach.
Four Leaf Gaming is currently present in all markets where Relax Gaming operates, with a strong focus on the UK, the Netherlands, Scandinavia, and certain .com markets. The studio aims to rapidly expand into North American markets through its strengthened relationship with Bragg.
Our partnership with Four Leaf Gaming will initially see four titles going live in 2025, increasing to between eight and ten titles in 2026. The first title, scheduled for release in July 2025, is ‘Golden Gumballs,’ followed by a compelling variation on the ‘Wild Buccaneers’ title – a perceived persistence type game, a genre currently experiencing significant growth in both EU and US markets.
Bragg’s collaboration with Four Leaf Gaming has numerous applications for our business. We plan to make their innovative slots available in all of the markets in which Bragg currently operates. Four Leaf will significantly support Bragg’s UK expansion, however, their true appeal will shine in those licensed .com markets that Bragg already serves. Further, by bringing a young, innovation-focused studio into the US market, we aim to better engage with some of our rivals, such as White Hat Gaming and others, by offering truly differentiated and captivating content.
Boomerang Studios: Strengthening Content for US Expansion
Established in 2018, Boomerang Studios has a presence in the UK and select US markets, with distribution channels across other global markets. Bragg’s collaboration with Boomerang will initially see the deployment of four online casino titles in 2025 across Bragg’s existing regulated market operations.
Boomerang currently operates in the UK and several US markets. Our partnership with Boomerang will result in four games in 2025, increasing to between eight and ten in 2026. The first title, ‘3 Kingdoms – Underground,’ is projected to launch in June 2025, closely followed by ‘Going Wild in Hawaii.’
Deployment of these titles will begin in July 2025, with an initial focus on the UK, Netherlands, and Swedish markets, serving as a launchpad for expansion into Bragg’s other regulated markets, including Scandinavia, Croatia, and Romania. Boomerang’s content focus will significantly support Bragg’s US expansion plans, with the first and second titles expected to go live in the US during Q2 2025.
A Collaborative Future for iGaming Content
These recent additions to the “Powered By Bragg” program reflect our ongoing commitment to driving innovation in game development. By collaborating with leading studios, we aim to ensure our content roadmap remains dynamic and responsive. Our focus on localized content, combined with the innovative approaches of our partners, provides operators with diverse tools to engage players and succeed in a complex global market.
We believe that strong partnerships and a shared commitment to quality are key to advancing the iGaming experience. What role do you see localized content playing in the future growth of online casino markets?
Partner Editorial