Caesars and Bragg Gaming Join Forces for Custom Content
Caesars has chosen Bragg Gaming for its partner for its new in house content team.
Caesars announces partenship with Bragg Gaming for content creation © Alex Vegas, Unsplash
Key Facts:
- Caesars partners with Bragg Gaming to build in-house games.
- Terms were not announced, but a reference was made to a revenue share model.
- Caesars will also lease Braggs Remote Gaming server and their Hub delivery platform
- The agreement also includes access to their AI game recommendation software through their Fuze system
Bragg Gaming, headquartered in Toronto, and Caesars Entertainment announced a new i-gaming partnership this week. Caesars has chosen Bragg to help it kick off its new in-house games development unit. Caesars clearly believes that this ability to bring custom content to a crowded market will help it differentiate itself.
Caesars gets a partner in Bragg, which has many years of experience bringing new slot software to market and in-house game studios in Las Vegas and Reno. While terms weren’t announced, Bragg did say in its press release that the deal would accelerate growth in its exclusive content revenue and be margin accretive.
We’re excited about the potential that this moment provides us, and we have our sights set on building exclusive online casino games through our newly formed in-house game studios team that will set us apart in the industry.” – Matt Sunderland, Caesars Digital, Senior Vice President & Chief iGaming Officer, Press Release
There has been a clear convergence among iGaming operators regarding in-house content production and the potential of custom content to engage players. Caesars has had some success with games like Egyptian Magic and Boardwalk Slots that it co-developed in the past with Bragg and is obviously looking to capitalize on that success by creating many more in-house exclusive titles. But they are not alone.
BetMGM has used its long-term partner Entain to help build in-house content. Many investors have pointed to DraftKings’ in-house technology platform and acquisition stream of companies like Jackpocket, Simplebet, and Sports IQ to keep its product offerings fresh as a reason the company has kept its narrow moat and retained its position at the top of the US online market.
In fact, almost all of the major players in US iGaming are in an arms race to buy or build the next exclusive hot slot game or, better yet, slot franchise. But this comes at a cost, as building and staffing an in-house studio isn’t cheap. The increasing demand has skyrocketed the multiples being asked for in straight buyout deals, which may be why it seems that Caesars and Bragg have decided to go the revenue share route.
Veni, Vidi, Vici
While Bragg has worked in the past with Rush Street Interactive, this new partnership with Caesars is on a different scale. Not only will Caesars get access to the two Nevada studios for content development, but also the Bragg Hub, which allows for rapid delivery and scalable solutions across multiple jurisdictions. Caesars operates online casinos in four states and online sports betting in another 22.
That means that any new Caesars game can be rolled out quickly in multiple states and across all of their platforms, including not only Tropicana Online Casino, Caesars Palace Online Casino, and Harrah’s Online Casino but also the brand new Horshoe Online Casino that Caesars Entertainment rolled out last October.
They will also gain access to Braggs’ highly vaunted player engagement software, FUZE. Fuze offers a complete toolset of Free bets or rounds, Flash Jackpots, tourneys with real-time leaderboards, or even quests and bounties. All of this sits on top of the new game software, which is nonintrusive and doesn’t affect gameplay.
The press release mentions an added rental agreement expense for this software. But it will greatly expedite Caesars’ ability to quickly roll out new games into an ecosystem where they can be tied into an ongoing system of rewards that results in longer playing sessions and player retention, on top of top-notch custom content that can’t be found anywhere else.
The last piece in this puzzle is the Bragg AI-driven Game Recommendation Software. In online casinos, where slot titles can easily number over a thousand, gamblers want a way to find new games they want to play.
Bragg’s software has gotten high marks so far for pairing players with games that they like. This feature can also help players find Caesars’ custom content and generally increase player lifetime value.
Caesars has picked up some winning pieces from this new partnership. The new studios will ensure highly curated Caesars-created content that resonates with its players, while Braggs software solutions will aid in getting that newly created product to market quickly while keeping their players playing longer and engaging with content they value.
