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Under the terms of the deal, Bragg not only secures a share in RapidPlay’s equity but also gains exclusive commercial rights to distribute the developer’s entire content portfolio through its growing network of licensed operators across Brazil.

The companies did not disclose the financial details of the deal.

Founded by veteran iGaming professionals with deep regional expertise, RapidPlay has earned a reputation for producing premium, culturally relevant content that resonates with Latin American audiences.

Bragg stated that RapidPlay’s cost-efficient development model, which delivers high-quality content at scale, played a pivotal role in attracting its interest — particularly as Brazil emerges as one of the world’s most dynamic new gaming markets.

Bragg also retains the option to acquire a controlling interest in RapidPlay should future strategic conditions align.

Brazil growing in importance

“This partnership with RapidPlay is more than just an investment — it’s a strategic move that strengthens our differentiated local content proposition,” said Bragg Gaming Group CCO Neill Whyte (pictured).

“The studio combines creative excellence with operational efficiency, making it an ideal partner for our expansion efforts in the region,” he added.

All titles developed under the partnership will be powered by Fuze, Bragg’s proprietary engagement technology that features real-time gamification, player retention tools, and promotional capabilities — enhancing both player experience and operator performance.

Bragg has been rapidly expanding its presence in Brazil since launching operations on 1 January.

The company has already partnered with over one-third of the country’s licensed operators and operates a local office in São Paulo, led by Latam regional director Sara Mosallaee and senior account manager Amanda Alexandrini.

With Brazil’s newly regulated online casino market projected to generate $1.5bn in 2025 and grow to $3.7bn by 2029, Bragg estimates that Brazil could contribute up to 10% of its total revenue this year.

“RapidPlay was founded to create genuinely Brazilian gaming experiences. Joining forces with Bragg gives us the scale and structure to do that with even greater impact. We’re excited to enter this next phase together,” said RapidPlay CEO and co-founder Rafael Roos Bordignon.

Doubling game releases

The partnership follows a turbulent period for Bragg. After completing a nine-month strategic review in November 2024 — which included exploring a sale or merger — the company opted to remain independent after offers failed to meet its valuation.

The decision triggered a 30% drop in share price as event-driven investors exited the stock.

However, analysts at JMP Securities expressed renewed optimism about Bragg’s future.

“We walk away with a positive view on the direction of the business as it is paving the way for a multi-year earnings path,” the analysts wrote in January, noting the company’s renewed focus on organic growth.

Bragg’s updated strategy focuses on increasing output from its in-house game studios to drive top-line growth and improve margins.

The company plans to nearly double its game releases this year and will selectively use third-party games to onboard new customers while prioritising proprietary content for long-term profitability.

Bragg also aims to grow its presence in under-penetrated markets. In the US, the company covers 90% of the addressable market but generates just €5m annually.

In Latin America, Bragg plans to expand market coverage from 30% to 50%, with Brazil expected to play a central role.