Morten Tonnesen, Bragg Gaming Group: “In our industry, compliance isn’t optional, it’s foundational”
Morten Tonnesen, Chief Operating Officer at Bragg Gaming Group, speaks about the company’s integration of Salesforce as its foundational customer relationship management (CRM) platform to enhance global operations and partner experiences.
Exclusive interview.- As competition intensifies across regulated igaming markets, scalability is no longer just about expansion, but about operational precision. For suppliers managing hundreds of partners across multiple jurisdictions, fragmented systems can quickly become a bottleneck to growth, limiting visibility, speed, and ultimately performance.
Against this backdrop, Bragg Gaming Group has taken a significant step in its digital transformation by integrating Salesforce into its global operations. Following this announcement, Focus Gaming News spoke with Morten Tonnesen, chief operating officer, to explore the strategic rationale behind the move.
In this exclusive interview, Tonnesen explains how centralising CRM infrastructure is set to enhance partner management, streamline onboarding and compliance processes, and provide the real-time data visibility needed to support smarter decision-making and long-term growth.
This move is positioned as a major step in Bragg’s operational evolution. What was the key limitation in your previous setup that made this transformation necessary now?
As we scaled, the challenge wasn’t growth, it was clarity. We had strong capabilities, but they were spread across systems and teams in a way that made it harder to move with precision.
We’re a business that crafts player experiences, and to do that properly, you need a complete, real-time view of your partners, your data, and your opportunities. Moving to Salesforce gives us that clarity. It allows us to operate as one connected engine rather than a collection of moving parts.
“Moving to Salesforce allows us to operate as one connected engine rather than a collection of moving parts.”
Morten Tonnesen, chief operating officer at Bragg Gaming Group.
CRM integrations are often discussed in technical terms, but from a business perspective, what will actually change for your partners as a result of this move?
Partners will feel the difference in how quickly and how intelligently we operate.
They’ll experience:
- faster onboarding
- more streamlined communication
- quicker turnaround on commercial and operational requests
Internally, we’ll have better visibility into each partner’s needs and performance, which allows us to be more proactive rather than reactive. Ultimately, it allows us to focus on what really matters: helping our partners deliver better player experiences and stronger commercial outcomes.
You mention faster lead conversion and onboarding. How does a unified platform like Salesforce translate into real speed gains across your commercial operations?
The biggest impact comes from alignment and automation. When everyone is working within the same ecosystem, you remove a lot of the delays that come from manual processes or disconnected systems.
Information flows more seamlessly between teams, workflows are more structured, and approvals happen faster. That means we can move from initial engagement to onboarding and activation much more efficiently than before.
“When everyone is working within the same ecosystem, you remove a lot of the delays that come from manual processes or disconnected systems.”
Morten Tonnesen, chief operating officer at Bragg Gaming Group.
In a highly regulated industry, compliance is critical. How does centralising your CRM infrastructure strengthen your ability to operate across multiple jurisdictions?
In our industry, compliance isn’t optional, it’s foundational. By centralising our CRM infrastructure, we’re able to standardise processes and ensure consistency in how we manage documentation and partner interactions.
It also gives our compliance teams better visibility into partner activity and regulatory requirements in each jurisdiction. That’s critical when you’re operating across 30+ regulated markets and need to adapt quickly to local rules.
With more centralised data and visibility, how will this influence the way Bragg identifies opportunities and supports partner performance?
Data is only powerful if it’s actionable.
By bringing everything into one environment, we’re able to move beyond reporting and into real-time decision-making. We can see what’s driving player engagement, which partners are creating the most value, and where the next growth opportunity sits.
That allows us to focus our energy where it has the biggest impact, on building better player journeys and stronger revenue performance.
Managing 250+ partners across 30+ regulated markets is complex. How does this integration improve collaboration between your commercial, compliance, and operational teams?
We’ve effectively removed the boundaries between teams.
Commercial, compliance, and operational teams now:
- share the same data
- follow aligned workflows
- have full visibility into partner status and activity
That reduces silos and misalignment. It also means issues can be resolved faster because everyone has access to the same information and context.
How does this Salesforce integration fit into Bragg’s broader digital transformation strategy, and what does it unlock for the next phase of your global growth?
At Bragg Gaming Group, we’re very clear on where we’re heading. We’re building a player-obsessed, games-first business powered by smart, scalable technology.
Implementing Salesforce is a foundational step in that journey. It strengthens the infrastructure behind everything we do, from how we support partners to how we optimise player experiences.
It’s not the end goal, it’s the launchpad. It gives us the platform to scale faster, operate smarter, and continue engineering the kind of gaming experiences that drive real engagement and long-term value.
