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Caesars to Begin Developing Exclusive Casino Games In-House

To build on its custom-branded strategy, Caesars Entertainment is developing the capability to create its own in-house iGaming titles.

the caesars entertainment logo on a mobile phone
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Tebearau Egbe Avatar
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Caesars Entertainment is developing the capability to create its own online casino games in-house, bolstering its strategy of custom-branded content.

On Tuesday, the company announced an expansion of its partnership deal with Bragg Gaming Group. One tidbit contained in the press release is that Caesars has established an in-house games studio. Although news of the agreement was well-received by Bragg investors, the prospect of Caesars-developed online casino content is the aspect players may want to take note of.

The terms of the agreement will have Bragg “lease” its Remote Gaming Server (RGS) technology to Caesars, enabling it to develop bespoke online casino games for the North American market using its in-house studio.

In a press release, Neill Whyte, Chief Commercial Officer at Bragg Gaming Group, said:

We’re thrilled to be kicking off this exciting new content and technology project with Caesars for its online casino platforms.

“We have decades of expertise and know-how, as well as the full technology suite to build, launch, and operate the highest quality online casino games, and we look forward to expanding our strategic partnership with the Caesars team to enhance the player experience through innovative and exclusive gaming content creation.”

What to expect from the partnership?

The collaboration goes beyond the integration of Bragg’s RGS technology and Caesars’ in-house studio.

The deal gives them the option to tap into Bragg’s HUB platform, which is like a one-stop shop for delivering games and managing their online casino. Plus, they will have access to Bragg’s Fuze platform, which is all about keeping players engaged with features like:

  • Bonuses
  • Jackpots
  • Free spins
  • Artificial Intelligence (to suggest games that players will love)

Bragg and Caesars have already been working together behind the scenes in several major gaming markets, including

They have even developed a couple of exclusive games together, like Egyptian Magic and Boardwalk Slots, which have been hits on the Caesars Palace Online Casino platform. This time, with Caesars’ brand-new in-house game studio, they will be developing a fresh batch of online casino games for Caesars’ digital platforms:

Matt Sunderland, Senior Vice President & Chief iGaming Officer at Caesars Digital, added that the agreement aligns with the goal the company has for its digital sector.

Bragg’s technological expertise has consistently exceeded our expectations throughout our partnership. This expansion marks an important step in our strategic growth plan to develop our own proprietary digital slots and table games content and to offer something truly exclusive for our players.

“We’re excited about the potential that this moment provides us, and we have our sights set on building exclusive online casino games through our newly formed in-house game studios team that will set us apart in the industry.”

Operators turn to in-house development to stand out

As the market continues to grow, some operators are realizing that simply relying on off-the-shelf solutions and marketing efforts is no longer enough to stand out from the crowd. Instead, they’re turning to in-house development to create unique and differentiating features that will set them apart from the competition.

Although DraftKings, which has been developing its own in-house games for years, shut down its custom live dealer casino studio in New Jersey. Prior to this development, DraftKings was able to create a distinctive and engaging gaming experience that resonates with its customers. For instance, its popular game, “DraftKings Roulette,” offers a unique twist on the classic casino game, with features like customizable betting options and a live dealer. This level of customization is exactly what players are looking for in today’s market.

Some other operators are taking a different approach by outsourcing their game development to third-party providers. 888 Holdings, for example, has partnered with several third-party game developers, including NetEnt and Playtech, to offer a wide range of games to its customers.

This process allows 888 Holdings to focus on its core business of operating online gaming platforms, while leaving the game development to specialized companies.

Also, GVC Holdings has partnered with third-party game developers like Yggdrasil and Red Tiger to offer games to its customers.

Basically, the choice between in-house development and outsourcing to third-party providers will depend on the specific needs and goals of each operator, as well as the resources and expertise available to them.

Tebearau Egbe Avatar
Written by

Tebearau Egbe has written about gambling for more than four years. She has a Master's degree in philosophy and possesses a unique ability to dissect complex industry developments, distilling them into insightful narratives for readers.

View all posts by Tebearau Egbe

Tebearau Egbe has written about gambling for more than four years. She has a Master's degree in philosophy and possesses a unique ability to dissect complex industry developments, distilling them into insightful narratives for readers.

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