
Caesars Entertainment has taken another significant step forward in its strategy of delivering exclusive branded games by creating an in-house game development studio, supported by an expanded partnership with Bragg Gaming. The new agreement transitions Bragg from a content supplier to a technology partner.
A small detail but key highlight of the announcement is the creation of Caesars’ in-house game studio, which will utilize Bragg’s technology to create exclusive, bespoke content. Bragg and the studio will initially collaborate to produce “a number” of online casino games for Caesars Palace Online Casino, Horseshoe Online Casino, and Caesars Sportsbook & Casino in the US and Canada.
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Both companies expect high dividends
The two companies are long-standing partners, with Bragg developing two bespoke Caesars games: Lady Luck Casino Egyptian Magic and Boardwalk Slots Bankers & Cash. However, with the extension of their partnership, both companies expect more success.
Bragg expects the agreement to drive double-digit revenue and profit growth in North America in 2025, the company’s strategic expansion focus for the year. Additionally, the agreement will raise the company’s exclusive content revenue, contributing to a balanced, margin-accretive product mix.
Meanwhile, Caesars gains technology that could help its iGaming brands capture a higher market share. Per the agreement, the company will lease Bragg’s Remote Gaming Server, allowing the in-house game studio to develop exclusive games. Additionally, Caesars has further options to license Bragg’s HUB platform for game delivery and aggregation and Bragg’s Fuze player engagement platform. The latter includes features like bonuses, free rounds, jackpots, and AI-powered game recommendation engines.
Matt Sunderland, Senior Vice President & Chief iGaming Officer at Caesars Digital, shared his excitement:
Bragg’s technological expertise has consistently exceeded our expectations throughout our partnership. This expansion marks an important step in our strategic growth plan to develop our own proprietary digital slots and table games content and to offer something truly exclusive for our players.
“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.”
The next step in Caesars’ branded content strategy
The partnership with Bragg on the technology front and the creation of the in-house studio underscores Caesars’ commitment to delivering exclusive bespoke content. The strategy began with Caesars Cleopatra in August 2023, shortly after the operator launched its standalone Caesars Palace Online Casino product. Since then, the operator has introduced over a dozen bespoke games, including slots, first-person and live dealer blackjack, Slingo, and LuckyTap.
The “Caesars Palace Games” category has paid dividends. Michigan data shows that Caesars Palace Online Casino increased its market share from about 4.5% before introducing Caesars Cleopatra to over 6%. The new studio can boost Caesars’ growth with unique in-house content, as the current Caesars-branded games are based on other games, such as IGT’s Cleopatra or Bragg’s Egyptian Magic. With proprietary games, the operator could be more attractive to new players looking for unique options.