Bragg Gaming Group announced the launch of the Betnation sportsbook, utilising technology developed by Metric Gaming across the Dutch market for the first time.

Under the terms of the extension agreement, Bragg provides access to Metric’s sportsbook technology through its existing relationship with the developer, with Bragg working to integrate this technology into Betnation’s current set up.

The integration benefits Betnation further through access to Bragg’s in-house regulatory reporting tools, as well as access to cutting-edge marketing and promotional tools available through Bragg’s Fuze toolset.

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The agreement marks the first usage of Metric’s sportsbook technology via Bragg Gaming Group to a Bragg client, with similar launches with other Bragg clients set to follow.

This relationship aims to allow an operator to have all the autonomy and control of an in-house developed sportsbook but through an outsourced solution which is more cost effective for the operator, making it easier for operators to focus on customers.

The launch follows the award of a sports betting license to Betnation by the Dutch Gambling Regulator, the Kansspelautoriteit (KSA) last month, following an extensive application review process and building on Betnation’s prior iGaming license award.

The sportsbook debut comes at a crucial time in the sporting calendar, with the UEFA European Championship Football tournament kicking off in Germany on June 14, 2024, and with the Paris 2024 Olympics beginning a month later in July.

Betnation are a long standing client of Bragg Gaming, first agreeing a turnkey technology, content aggregation and managed services deal covering the Dutch market in April 2022.

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Betnation currently utilizes Bragg’s constantly updated, cutting-edge Player Account Management (PAM) platform in the Dutch market, as well as Bragg’s iGaming content aggregation services, which include casino content from multiple in-house studios as well as exclusive content from multiple studio partners.

Betnation also uses the Fuze customer engagement toolset in its iGaming, benefitting from market leading tools proven to increase user engagement through enabling automated, real-time in-game gamification, conversion and retention mechanisms.

Tools available to iGaming operators under the Fuze toolset include an AI-powered Game Recommendation System, Game-based leaderboards, tournaments and quests.

Matevž Mazij, Chief Executive Officer at Bragg, commented: “We’re delighted to help Betnation expand their existing iCasino offering into sportsbook for the first time, in this first-of-its kind agreement.

“We hope that this arrangement with Metric Gaming will offer our operator clients a unique, game-changing way to offer sports betting but in a way which removes many of the associated financial and operational concerns.”

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Robert Schouten, Chief Executive Officer at Betnation, commented: “We’re grateful to the KSA for granting us a sports betting licence, and we’re looking forward to launching our debut sportsbook offering with Bragg and Metric.

The upcoming summer of sporting events will undoubtedly be a busy one for Dutch bettors and we’re looking forward to being able to offer a wide range of betting opportunities for our customers.”