In an exclusive interview for the Casino Market studio, Robbie Bressler, CFO of Bragg Gaming Group, shared the company's view on the development of the American online entertainment industry.
The expert spoke about the sector’s potential, the brand’s strategy, legal subtleties, and key areas of growth in 2025. To learn more, please consult our managers.
The US is a Promising Market for iGaming Projects
According to Robbie Bressler, the niche is considered one of the largest in the world in terms of solvency, player engagement, and development potential.
Although only a few regions have legalised online casino solutions, the GGR indicators are impressive.
If another 20–25 states pass relevant laws in the coming years, we can talk about an industry with a volume of $30–40 billion per year.
The US has a mature payment infrastructure and high smartphone penetration, which is a perfect fit with the Bragg Gaming Group’s multi-channel content strategy.
Key Legal Complexities
In the country, the regulatory environment is fragmented. Each state is a separate jurisdiction with its rules. This makes it difficult to enter the market. However, enterprises that can follow the norms and adapt the products they offer will gain a competitive advantage.
Bragg invests in KYC compliance, transparency of the structure, as well as reliable technical and legal support.
Besides, there are some requirements for game certification, hosting, and accountability. Thus, in New Jersey, it is necessary to provide monthly and detailed financial reports, while Pennsylvania has strict RNG certification.
Bragg’s Expansion Strategy in the United States
Robbie Bressler noted:
The company follows a two-track approach. Firstly, we pay attention to deep localisation — we adapt games to the cultural and thematic context of the US. For example, in Michigan, the most popular styles are those inspired by land-based slots, and on the East Coast, there is a greater demand for table entertainment with live dealers.
Secondly, it is essential to actively work with licences — we have already obtained permits in New Jersey, Michigan, Pennsylvania, and other states, and are submitting applications to more regions. Our brand strives to be a pioneer in new territories.
Our brand cooperates with local partners, which is important for understanding the audience’s needs and promptly adapting our offers.
How Bragg Stands Out in a Highly Competitive Market
The enterprise does not strive to be the first in terms of budget. Instead, it focuses on unique content and uses Bragg Studios (innovative engagement tools and UX).
Game mechanics are built on personalisation and involvement, not just bonuses. This gives providers a sustainable advantage.
The firm is actively creating solutions with an emphasis on real-time analytics, A/B testing, and modules for cross-platform integration. This allows the company's partners to be flexible and launch promotions depending on the customers’ behaviour at the moment.
Greatest Strengths of the American Market
Robbie Bressler noted:
This is a mature, protected, and stable market. Reliability, licences, and products are valued here. Players are solvent and loyal if they receive high-quality service. We consider the US a long-term strategic bet.
The country has a well-developed gambling and sports culture. The integration of entertainment solutions with fantasy sports and live wagering is another trend that we are actively studying.
Tips to Operators Planning to Enter the American Market
The expert gave the following recommendations:
Do not try to bypass the rules. Work reliably, obtain permits, consider the local expertise, and collaborate with partners. Yes, this path is not fast. However, unlike grey jurisdictions, the United States provides scale and predictability. And if you are serious, it will be possible to win in the long term.
Robbie Bressler advises businesses to invest in marketing technologies and analytics in advance. The competition is high, so it is not just advertising that is important, but understanding how players react to offers at specific moments. This is where the strength of modern iGaming teams lies.
The Main Things about Bragg's Experience in the US
The legal field in America is stable and predictable, so casino projects are protected and can develop sustainably.
Key aspects that operators should take into account:
- The country has a high-quality payment infrastructure and widespread mobile penetration. Thanks to this, the potential for the development of iGaming products is inexhaustible.
- Providers need to adapt solutions to the cultural context of the states. The popularity of content depends on the region.
- To promote casino releases, it is important to understand the audience’s preferences. Particular attention should be paid to user reactions to offers at specific times.
If you want to start working in the US market, Casino Market specialists can help with licensing, platform adaptation, and product localisation for the selected state.
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