Bragg Gaming Group has extended its Player Account Management (PAM) agreement with Entain Plc for BetCity.nl through at least May 31 2026, adding a minimum five‑month extension to the partnership that began when Entain acquired BetCity in January 2023 for roughly €450 million.
The extension keeps BetCity on Bragg’s proprietary PAM platform, which delivers exclusive casino content and sports‑betting delivery products. By remaining on Bragg’s system, BetCity avoids the regulatory and technical hurdles that would accompany a switch to Entain’s own platform, giving both operators a bridge deal that preserves service continuity while longer‑term migration options are explored.
Bragg CEO Matevž Mazij said the extension will "materially contribute to reported revenues as regular services and migration services are delivered over the next few months." The comment underscores that Bragg’s platform is highly integrated and that the extension provides predictable cash flow during a period when the company is evaluating strategic alternatives, including a potential sale or merger.
Entain’s strategic rationale for the extension is to maintain a stable customer base while it evaluates the feasibility of moving BetCity onto its own platform. The company has been developing its proprietary infrastructure, but the migration would require significant investment and regulatory approvals, so the bridge agreement allows Entain to keep BetCity operational without disruption.
Financially, the extension adds a reliable revenue stream for Bragg and mitigates the risk of a sudden loss of a key customer. The company previously extended the agreement in November 2023 to 2025; this new extension pushes the relationship further into 2026, providing additional runway for Bragg’s strategic review and potential capital‑raising activities.
The deal reinforces Bragg’s position in the Dutch iGaming market, a highly regulated environment where platform stability is critical. By securing BetCity for an additional five months, Bragg signals confidence in its platform’s value proposition and keeps the door open for a future migration that could result in a larger, long‑term contract.
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