Bragg Gaming Group has extended its player account management (PAM) agreement with Entain.
This supply partnership relates specifically to the Dutch brand BetCity.nl, acquired by Entain back in 2022.
The pre-existing PAM arrangement between Bragg and BetCity was extended in November 2023 through 2025 – but has now been elongated for an additional period of five months.
According to the announcement, the relatively short extension neither precludes nor guarantees a further extension beyond 31 May.
The companies are expected to discuss the possibility of additional agreements, though no assurances have been made.
BetCity has been powered by Bragg since before Entain’s acquisition and Matevz Mazij, Bragg’s CEO, has stated his pride at the role his company has played in the launch and successful growth of the operator over the first few years of the country’s regulated online gambling market.
The Dutch platform has used, and will continue to use, Bragg’s PAM platform, online casino content and sports betting delivery product.
The success that Bragg helped facilitate was enough to catch Entain officials’ eyes, with the multinational acquiring the entire share capital of BetCity from Sports Entertainment Media for an initial consideration of €300m ($349m) and deferred contingent consideration of up to €550m.
Mazij notes that: “After the acquisition, we agreed to work with the BetCity.nl team on a potential migration of the brand to Entain’s proprietary platform.”
He added: “The latest PAM extension agreement is intended to support that, and while it is premature to predict what our partnership with BetCity.nl and Entain will look like over the longer-term, we are pleased to report that we expect this to materially contribute to reported revenues as regular services and migration services are delivered over the next few months.”
BetCity was fined €2.65m ($3.08m) by the Dutch gambling authority (KSA) for failing to protect young adults from heavy losses and problem gambling
