Bragg Gaming Group announced that it has signed a deal, subject to regulatory approval, with the Seneca Gaming Corporation (SGC), to provide casino services and player account management (PAM) to SGC’s three casinos located in Western New York, through subsidiary ORYX Gaming. The agreement is in partnership with global sports betting provider Kambi Group plc (Kambi), and signals Bragg’s first foray into the burgeoning U.S. gaming market.
SGC operates three Class III gaming operations in Western New York. The multi-channel agreement will see the Bragg-Kambi team provide ORYX’s world-class online gaming platform, including a PAM system, desktop and mobile gaming portal (when available), casino services and integration with Kambi’s cutting-edge portfolio of on-property sports wagering products inside Seneca Niagara Resort & Casino in Niagara Falls, Seneca Buffalo Creek Casino in Buffalo, and Seneca Allegany Resort & Casino in Salamanca.
Seneca Resorts & Casinos, which recently became the exclusive casino partner of the Buffalo Bills, will begin the roll-out of on-property sportsbooks imminently, enabling all three casinos to offer sports betting before the end of the year. Bragg/Kambi also plan to launch online and mobile sports wagering and casino throughout the Seneca Resorts & Casinos network once those products are available in New York and regulatory clearance has been obtained.
In tandem with the Seneca agreement, Bragg also announced a global gaming arrangement with Kambi to explore and collaborate on strategic opportunities, focusing primarily on the burgeoning U.S. market.
“The agreement with Seneca and Kambi is a game-changer for Bragg,” said Dominic Mansour, CEO, Bragg Gaming Group. “The U.S. casino and sports betting market is rapidly expanding, and Bragg’s ORYX’s expertise in PAM, casino, marketing and operations services, and integrations between land based and online, positions us well to take advantage of this growth. Entering the market with two such strong partners as Kambi and Seneca is an ideal scenario.”
“I’m delighted to agree this sports betting agreement with Seneca Gaming Corporation, along with Bragg Gaming, a platform and gaming provider that will enable a fully-managed sportsbook and gaming service,” said Kristian Nylén, CEO of Kambi. “Through its brick and mortar casinos, Seneca Gaming Corporation has developed a reputation for delivering high-quality, entertaining experiences, with customer experience at its core. We believe this reputation will only be enhanced as its patrons begin familiarise themselves with the exciting sports betting experiences the Kambi Sportsbook offers.”
“The agreement with Bragg and Kambi is a huge win for our customers,” said Holly Gagnon, president and CEO of Seneca Gaming Corporation. “Providing access to sports betting has been something that our customers have long looked forward to, and Bragg’s world-class casino and player account management services, together with Kambi’s market-leading sports wagering products, will create a fantastic customer experience that we can’t wait to offer.”