Uroš Đekić, Bragg Gaming Group: “We want to continue to provide new and exciting experiences in line with preferences of players across the Balkans”

Focus Gaming News spoke with Uroš Đekić, Account Manager at Bragg Gaming Group, to discuss the company’s strategic expansion across the Balkans.

Exclusive interview.- Bragg Gaming Group continues to expand its footprint across Southeastern Europe, with the Balkans emerging as a key region in its growth strategy. Through a recent partnership with SoccerBet, the company has strengthened its presence in Serbia and neighbouring markets, building on a deep understanding of local preferences and long-standing relationships with major operators. In this exclusive interview with Focus Gaming News, Uroš Đekić, account manager at Bragg Gaming Group, discusses the strategic importance of the region, how Bragg tailors its content to Balkan players, and what lies ahead for the company’s regional expansion.

What makes the Balkans, particularly Serbia, such a strategic region for Bragg’s growth plans, and how does this partnership with SoccerBet strengthen your position there?

The Balkans is an important arena for Bragg, not only does it play host to our largest office, in Ljubljana, Slovenia, but many of our key employees are from the region. As our previous entity, Oryx Gaming, we worked with many of the key operators and platforms in Croatia, and other countries in the Balkan area and are very familiar with not only the market, but the regulations therein. It’s a history we’ve extended and drawn on partnering with a number of major operators in the region, like MozzartBet, and the Croatian National Lottery, operators who make major waves in their respective regions, and we’re proud to support them with our latest online casino content and technology solutions.

“The Balkans is an important arena for Bragg, not only does it play host to our largest office, in Ljubljana, Slovenia, but many of our key employees are from the region.”

Uroš Đekić, account manager, Bragg Gaming Group.

Bragg’s exclusive and proprietary content is now live with SoccerBet across three key markets. How do you see local player preferences shaping your content strategy in the region?

The taste for gaming content in Serbia and the wider Balkan region is rooted in its land-based history, where providers like EGT, Novomatic, and Merkur initially shaped the market. While the expansion of online offerings has slowly begun to change player preferences, we successfully cater to both traditional and newer tastes: our valued partner GAMOMAT provides the classic slots players expect, while our proprietary studios focus on a younger audience with fresh, exciting content that delivers a more enhanced experience. This combined offering has been key to our success, and we remain committed to focusing and refining our content to deliver what players want, making available a strong inventory of popular games—including those tailored to local preferences—to new players through SoccerBet, and ensuring our future roadmap features the high-quality, exclusive content players have come to expect.

GAMOMAT titles have launched first, with Indigo Magic and Atomic Slot Lab coming soon. How do you expect these additions to influence engagement and retention among Balkan players?

Our studios Atomic Slot Lab and Indigo Magic are working to develop a wide variety of titles with a strong breadth of slot mechanics, ensuring there is something for all players. In tandem, valued Bragg partner GAMOMAT also provides a strong catalogue and we expect the introduction of these two studios to further increase engagement amongst players. Both studios are committed to presenting such a diverse portfolio and we’ll be introducing games that resonate strongly with local preferences, as well as offering other top performers from around Europe for players who are looking for something different.  

You’ve mentioned this milestone positions Bragg with all top-tier operators in the market. What does this mean for your long-term roadmap and expansion ambitions in Southeastern Europe?

As mentioned above, it continues with our content strategy. We know different regions have different preferences, and we want to continue to provide new and exciting experiences in line with preferences of players across the Balkans. We are going to become more focused on introducing more “Balkan Facing” content to operators across the region and closely following the mechanics and themes that these players are enjoying, and tying that feedback to our future game productions. 

From an operational or regulatory standpoint, what were some of the key challenges, and learnings, your team encountered while entering multiple Balkan jurisdictions simultaneously?

There are quite a few differences between the countries that comprise the Balkan region. While it can be very easy to introduce online casino content in the Serbian market, speaking in terms of certification and compliance, regions like Croatia and Romania require a high level of work to get games approved and deployed. This can make it quite challenging to provide a unified date of release across all regions. However, we’ve been active in these areas for many years now, and have acquired enough experience and understanding to expedite in the slower areas where required, ensuring our operator partners and more importantly our players can get the content they need quickly.