Golden Nugget Partners With Bragg Gaming To Expand In Michigan

Written By Matthew Lomon on February 28, 2024
A pair of hands shaking with the Bragg Gaming logo to the left and the Golden Nugget logo to the right

Gambling technology supplier Bragg Gaming Group is now live in Michigan after joining forces with Golden Nugget Casino.

The international outfit announced the move last week, calling its foray into the Michigan online gambling sphere a major milestone in the company’s continued North American expansion.

As part of the deal, Golden Nugget online casino in Michigan now features popular titles from Bragg’s Atomic Slot Lab. Additions to the former’s gaming catalog include:

  • Cai Fu Emperor Ways
  • Egyptian Magic
  • Devil’s Lock (produced by Bluberi)

The collaboration also saw Bragg provide Golden Nugget with its proprietary Remote Game Server technology, which it says will be used to deliver the new games. This particular program comes equipped with Fuze promotional features such as free rounds, tournaments and quests. Considering Michigan online casinos have propelled the state into a top-three gambling market nationally, the move comes as no surprise.

Michigan iGaming market a logical next step for Bragg

Already operating in top-producing US iGaming markets such as New Jersey and Pennsylvania, Bragg pegged The Wolverine State as a logical next step in its expansion plans.

“We continue to strengthen our relationships with key iGaming operators in North America, and the expansion with Golden Nugget in Michigan is a testament to our successful strategy,” said Kunal Mishra, Bragg’s chief operating officer for the Americas, in a press release. “By offering our high-quality, engaging content, we aim to contribute to the long-term growth of our partners and provide an exceptional gaming experience for players.

“This achievement builds on Bragg’s existing collaboration with Golden Nugget, aligning with the company’s vision to deliver cutting-edge gaming solutions to players in the rapidly growing U.S. iGaming market.”

With Michigan iGaming revenue continuing to grow to record heights in the last three consecutive months (Nov. 2023 to Jan. 2024), it’s high time for Bragg to jump in. What’s more, Michigan iGaming posted record revenues of $1.92 billion in 2023. That figure grew 21.6% from 2022’s previous record of $1.58 billion.

Nonetheless, Bragg expects these growth trends to continue in 2024. In particular, the company cited projections from H2 Gambling Capital. H2 projects Michigan’s market will produce a gross win exceeding $2 billion this year.

Golden Nugget continues transition to casino-only product

The Michigan online gambling landscape continues to ebb and flow in terms of specific gaming brands filling licenses. Last month, Golden Nugget announced it was ending its online sportsbook product in Michigan. The move came as part of an update to its iGaming app, which focused exclusively on the online casino side of things.

Since then, Golden Nugget has been directing sports betting enthusiasts to DraftKings Sportsbook Michigan. Back in May 2022, the online gambling giant completed its acquisition of Golden Nugget, taking over as the exclusive provider of all things sports betting.

Following the sale, Golden Nugget’s online casino app became nearly indistinguishable from that of DraftKings Casino Michigan. Everything from the display to selection options, promo layouts and fonts, closely mimic DraftKings’ aesthetic.

Looking at its lifetime numbers, Golden Nugget’s decision to punt on its sportsbook offering made plenty of sense.

Overall, Golden Nugget had just $36.3 million in online handle, which ranks second-to-last (14th) in the state’s history. As of January 2024’s numbers, DraftKings sits second in lifetime online handle with $3.5 billion.

The picture is much rosier on the online casino side, hence Bragg’s interest in teaming up.

Golden Nugget routinely scores as one of the more prosperous online casinos in Michigan. In 2023, Golden Nugget recorded $81.7 million in online casino revenue. That was up 12.5% from 2022’s total of $72.6 million.

As is the case with online casinos around the state, Golden Nugget’s continued growth presented an appealing opportunity for one of the global gambling game’s most well-recognized suppliers.

Photo by PlayMichigan
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Matthew Lomon

Matthew Lomon has been a contributor at Catena Media’s network of regional sites since July 2022. He first broke into covering the legal North American gambling industry with PlayCanada. Since then, Matthew's reporting has extended to PlayMichigan, PlayPennsylvania, and PlayIllinois. Based out of Toronto, Ontario, Matthew is an avid (bordering on fanatic) sports fan.

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