Garrick Morris, Bragg Gaming Group: “We continue to prioritise partnerships with operators who dominate core markets”

Garrick Morris, Senior Vice President, Commercial for the US and Canada, at Bragg Gaming Group, spoke to Focus Gaming News about the company’s expansion in North America.

Exclusive interview.- Bragg Gaming Group has been steadily expanding its presence across North America, transforming from a respected content provider into a full-service technology partner. With new partnerships, including a landmark deal with Caesars Entertainment, the company is positioning itself as a key player in the region’s evolving igaming landscape.

In this exclusive interview with Focus Gaming News, Garrick Morris, senior vice president, commercial for the US and Canada at Bragg Gaming Group, discusses how deeper integrations, proprietary tools like Fuze, and a strategic focus on bespoke content are driving the company’s growth and shaping its future collaborations.

Your new partnership with Caesars Entertainment elevates Bragg Gaming from content provider to technology partner, including RGS licensing and exclusive game development. How will this deeper integration accelerate your growth in the key North American market?

Great question, our partnership with Caesars goes beyond our traditional content-based partnership which normally focuses on the provision of exclusive and aggregated content, to creating a unique new dimension. In North America we’re known as a top-notch content provider, but not necessarily for our technology solutions and our development muscle. By licensing our RGS, we’re giving Caesars the opportunity to experience the breadth and depth of our technology, while at the same time allowing for the creation of bespoke content by Bragg, content which can deliver a competitive advantage for Caesars as it looks to grow, and expand its player base. Beyond this, we’re hopeful that this agreement will serve as a model for further agreements with North American operators, and if the Hard Rock agreement is anything to go by, we’re already realising that goal, so long may it continue!

“In North America we’re known as a top-notch content provider, but not necessarily for our technology solutions and our development muscle.”

Garrick Morris, senior vice president, commercial for the US and Canada, Bragg Gaming Group.

In Pennsylvania, you’ve expanded your BetMGM collaboration, bringing Atomic Slot Lab and Wild Streak titles to a third state. What lessons have you learned from this regional expansion that can be replicated elsewhere?

Expanding our collaboration with BetMGM in Pennsylvania, bringing Atomic Slot Lab and Wild Streak Gaming titles to a third state after Michigan and New Jersey, has reinforced the critical importance of partnering with top-tier customers like BetMGM in core markets. This approach drives success by leveraging established operator networks to maximise reach, engagement, and operational efficiency allowing us to focus on multi-jurisdictional releases.

We continue to prioritise partnerships with operators who dominate core markets (e.g., BetMGM, DraftKings, FanDuel, Caesars, and RSI in the U.S.). These operators have the resources to promote content effectively, ensuring high player engagement.

With exclusive content playing a bigger role in operator differentiation, how is Bragg approaching the creative process to deliver titles that resonate uniquely across North America player bases?

Bragg is deeply committed to creating bespoke and customised content that is exclusive to operator brands to enhance player loyalty and engagement across North American player bases. Our approach to the creative process is multifaceted, focusing on operator-specific needs, player preferences, and innovative technology to deliver differentiated gaming experiences. We prioritise understanding the unique strategies and brand identities of our operator partners to align content with their specific goals. We ensure that titles are crafted to reflect each operator’s brand ethos, fostering stronger player connections and loyalty ensuring we target the right operator audiences.

“We prioritise understanding the unique strategies and brand identities of our operator partners to align content with their specific goals.”

Garrick Morris, senior vice president, commercial for the U.S. and Canada, Bragg Gaming Group.

Bragg’s Fuze player engagement tools are central to your offering. How do these features enhance performance in new launches with Caesars or BetMGM compared to traditional slots?

We created these tools with one goal, to enhance the player experience. Battle-tested in several global markets, I’m excited to see how they will be adopted by our operator partners in the U.S market. The U.S. has a proud heritage of land-based slots and gambling, but online, the market is still in its infancy and still growing, a factor which puts Bragg in a unique position. 

Bragg has a state-of-the-art, gamification-geared toolset in Fuze which enables proven promotional campaigns like real-time leaderboards & giveaways, quests, flash Jackpots, all of which can be used to elevate the player experience online.

This multi-layered game-play (good games paired with great promotional tools) benefits both the operator and players alike. Players feel valued and will likely extend their playing time, generating greater lifetime value.

Operators gain from having everything they need, along with the ability to tailor and add to their campaigns from one toolset, which is constantly being updated. This provides a significant competitive advantage in that they only have to work with one back office rather than many, and something we ultimately envisioned when creating Fuze.

With multiple partnerships already in North America, are you exploring similar deep tech collaborations with other top-tier operators, perhaps in Europe or LatAm? What’s next?

We’re always looking to deepen our relationships with top-tier operators, regardless of the jurisdiction, but we’re focusing our efforts on those expanding markets like North America and LatAm as we feel these areas present a unique opportunity to really move the dial and grow Bragg as a business. As regards to what’s next, you can expect to see Bragg launching some great bespoke content with those operator partners we have already partnered with, as well as clinching new partnerships based on those initial experiences. We’re pushing hard in all our operational markets and we feel we have the infrastructure to be the supplier of choice to the global igaming industry.

As one of the few suppliers offering a full Remote Gaming Server (RGS) + RGS-lite + engagement suite, how do you ensure seamless integration and compliance across different jurisdictions as you expand?

For me, this is all about consistency, using the knowledge and experience we have already gained from expanding into 30+ regulated markets worldwide to consistently grow and expand our operations into new markets. We’re constantly learning, taking our experiences, applying and adjusting them where needed to ensure that integrations and compliance are merely just a formality. Specifically with integrations, its about engaging with your operator partner, understanding them, creating that relationship and working effectively with them.

You recently launched in Pennsylvania and Ontario. Looking ahead, which markets are on your priority list? How important is showcasing these moves to partners and affiliates?

Answering your first question, our objective as a business is to be present in as many regulated igaming markets as possible globally where conditions allow. In North America we’re keenly focused on regulatory developments across the various states and provinces, working closely with land-based operators looking to transition online, as well as those online operators looking to diversify their content offering and add new technologies to their operational base. More specifically, we’re looking at provinces like Alberta, where the regulatory journey is just beginning, and working with partners in many other Canadian provinces. Turning to your second point, it’s never been more important to showcase these moves to partners and affiliates, because at the end of the day, we will be judged on our ability to grow our business, adapt to new regulated markets, and be responsive to changes in those markets we’re already operating in. The greatest advert for our success is our success itself.

How does your partnership with Hard Rock Digital reflect your strategic direction, and what new opportunities does it create as you continue to grow and collaborate with leading brands in the industry?

The partnership with Hard Rock Digital (HRD) is strategically important and emphasises the importance of bespoke content and fostering deep, collaborative relationships with leading brands in the igaming industry. This alliance reflects our commitment to delivering innovative, tailored gaming experiences that resonate with players while leveraging HRD’s iconic global brand to drive growth and unlock new opportunities.