Oryx Gaming has entered into a “milestone partnership” agreement with Italian online gambling company Microgame, a major player in Europe’s second largest online market. The deal will see the Bragg Gaming Group (NASDAQ: BRAG) subsidiary expand its content to one of the continent’s most established iGaming markets via its leading local operator.

Under the agreement, local players will have access to a selection of games, including the debut slot title, Egyptian Magic, from Bragg’s newly established game development studio, Atomic Slot Lab. Furthermore, an initial offering from Oryx’s exclusive content library, including titles such as Royal Seven, Golden Nights and the Ancient Egypt-themed Respins of Amun-Re, will launch with Microgame, and at a later date, more player-favorite games will follow.

In a statement in a company news release, Chris Looney, Chief Commercial Officer at Bragg, said…

“This agreement that will see us enter Italy, the second biggest online market in Europe, is another watershed moment for us and comes several months after we took our content live in the UK,  Europe’s largest iGaming market, underlining our commitment to expand in large and established regulated markets.”

ORYX Gaming lauds “milestone partnership” with Microgame for Italy entry

The CEO explained that the partnership with Italy’s largest B2B provider gives them “access to numerous leading operators in the country,” which will “from the onset” enable them to reach a wide local audience. “It’s an exciting time for Bragg as we continue our growth trajectory in new markets with more expansion still to come.”

Lucrative market:

In 2006, Italy became one of the first major countries in mainland Europe to regulate online gambling and has since that time grown to become the continent’s second largest online market, trailing only the UK, with online casino revenues expected to reach US$2.3 bn in 2022, according to estimates from betting and gaming consultancy H2 Gambling Capital.

The Benevento-headquartered firm boasts more than two decades of experience and is Italy’s leading gaming service provider, offering a flexible and comprehensive online betting and casino platform responsible for powering many of the European country’s top-tier online casino brands.

For its part, Microgame Chief Executive Officer, Marco Castaldo, said their goal is to bring “first-class entertainment” to their players and with the “proven popularity” of Oryx’s content, they are “thrilled to be the first partner to introduce it in Italy.”

Key market deals:

The deal that sees Bragg expand to Italy follows a series of recent deals in various “key” territories including the UK, with sports betting operator Novibet via its Oryx gaming entity; Netherlands, with JACKS.NL, the online brand of Jack’s Casino for the launch of its player account management (PAM) iGaming platform and content; as well as Greece, Czech Republic, Germany and Switzerland.

Most recently, Bragg’s Oryx Gaming extended its market position in Spain after earlier in March launching its content with 888casino, one of the world’s leading online casino brands and part of 888 Holdings plc (LSE: 888).