Bragg Extends BetCity PAM Deal with Entain
Sweden.- January 13, 2026 www.zonadeazar.com Bragg Gaming Group has announced a short-term extension of its Player Account Management (PAM) agreement with Entain for the BetCity brand in the regulated Dutch iGaming market. The renewed deal ensures that BetCity will continue operating on Bragg’s PAM platform until at least the end of May 2026, providing operational continuity while longer-term strategic decisions remain under evaluation.
Under the agreement, BetCity will continue to leverage Bragg’s PAM technology, which includes both in-house and aggregated online casino content, as well as sports betting products, allowing the brand to maintain its market presence during this transitional period.
BetCity continues on Bragg’s PAM platform
Extension secures operations for at least five months
The extension covers a minimum period of five months, offering stability for BetCity.nl as Entain assesses the next steps for the brand’s technological infrastructure. While Bragg has expressed optimism about the possibility of further extensions, the company acknowledged that there is no certainty that additional agreements will be reached beyond the current term.
This cautious outlook reflects the evolving nature of the partnership following Entain’s acquisition of BetCity in 2023, which marked a significant milestone in the Dutch online gambling market.
Bragg highlights its role in BetCity’s market success
CEO underscores long-standing collaboration
Bragg CEO Matevž Mazij emphasized the company’s contribution to BetCity’s growth and leadership position in the Netherlands.
“We’re proud of Bragg’s role in the launch and subsequent successful growth of BetCity.nl, which has become a market-leading online sports betting and casino operator in the Netherlands, built on the Bragg PAM, and acquired by Entain in 2023,” Mazij said.
According to Mazij, following the acquisition, Bragg and Entain agreed to collaborate closely with the BetCity.nl team on a potential migration to Entain’s proprietary platform, aligning the brand with Entain’s broader technology ecosystem.
Extension supports potential platform migration
Revenue contribution expected in the coming months
The latest PAM extension is designed to support the ongoing migration process, ensuring seamless service delivery while technical and strategic evaluations continue. Although Bragg noted that it is too early to determine the long-term structure of its partnership with Entain and BetCity, the company remains confident in the short-term financial impact.
Mazij confirmed that Bragg expects the agreement to materially contribute to reported revenues over the coming months, driven by regular platform services as well as migration-related support.
Strategic uncertainty remains beyond May 2026
While the extension provides short-term clarity, Bragg reiterated that no assurances can be given regarding future agreements once the current term expires. The situation highlights the broader trend within the iGaming industry, where operators increasingly reassess platform strategies following mergers and acquisitions.
For now, the continued collaboration ensures stability for BetCity in the Dutch market while both parties evaluate the most effective long-term technological framework.
Edited by @pererarte www.zonadeazar.com