Bragg Gaming develops AI capabilities with Golden Whale partnership
Bragg Gaming Group has partnered with igaming data science company Golden Whale Productions to expand its use of AI as part of a target to become a fully AI-first company by 2027.
Under the agreement, Bragg will integrate Golden Whale’s machine learning and proprietary AI models (also known as Foundation) into its player account management platform to enhance its predictive intelligence capabilities.
Bragg’s customers will gain access to AI-powered predictive intelligence through proof-of-concept engagements, allowing operators to analyze player behavior and optimize platform performance.
By incorporating Golden Whale’s modeling, Bragg will also enhance its predictive intelligence layer to automate workflows, optimize player incentives, and deliver personalized casino experiences.
Bragg Executive Vice President of AI and Innovation Luka Pataky said, “This partnership serves as a foundational step in the development of what we call the Bragg AI Brain, a data-driven artificial intelligence engine designed to power smarter decisions and intelligent products across the Bragg’s Ecosystem.”
The initiative will validate and deploy predictive models for online gaming, forecasting revenue at 30-day, 90-day, and one-year intervals. It will also recognize player exit probability windows at three-day, seven-day, 14-day, and 30-day intervals to support retention strategies.
Golden Whale Chief Executive Eberhard Dürrschmid added, “We are thrilled to work with Bragg on this ambitious project to set a new industry standard. Our AI-driven tools are designed to solve the most complex challenges in igaming, and maximizing player retention is paramount for platform sustainability.”
The partnership with Golden Whale comes after Bragg launched its proprietary igaming content in Brazil with gambling operator Blaze in December.
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The Backstory
Setting the stage
Bragg Gaming’s push to embed artificial intelligence across its platform lands at the intersection of product expansion, commercial momentum and a capital reset. The company’s plan to fold machine learning into its player account management stack aims to automate retention and personalize play, a direction that aligns with how rivals and partners have been sharpening their toolkits. The stakes are straightforward: operators want earlier reads on player value, faster interventions to curb churn and more efficient marketing spend. Bragg is positioning its AI rollout as a unifying layer across content, gamification and account data rather than a standalone feature.
The move follows a string of product and financing steps that help explain timing and ambition. On the product side, Bragg has been building engagement mechanics that feed data back into the platform. On the financing side, it has trimmed near-term obligations and set up new credit, creating room to invest in software and go-to-market. In the background, partners that specialize in no-code automation and real-time triggers have proven they can turn AI predictions into instant actions, a critical link between analytics and outcomes.
Signals from partners already blending AI and automation
A key backdrop to Bragg’s AI-first posture is the traction seen by vendors pairing predictive models with execution engines. Automation platform Flows extended its collaboration with Golden Whale after first linking up in 2023, saying their combined stack learns from player behavior and then triggers actions automatically. The partnership promises operators “early player lifetime value predictions, AI-driven retention tools, instant personalized recommendations and churn prevention,” according to Flows and Golden Whale’s expanded tie-up. The arrangement has also translated into commercial wins: Flows’ no-code system underpinned the launch of Light & Wonder’s player engagement line in Michigan, and Light & Wonder followed with a strategic investment in February.
That real-world pipeline matters for Bragg’s integration with Golden Whale. If models can reliably flag exit windows or high-value segments, the next question is operational: How quickly can platforms fire personalized offers, adjust risk limits or sequence content? The Flows-Golden Whale work offers a case study in turning insights into interventions, a blueprint Bragg can adapt as it layers machine learning into its account management and marketing tools.
Product groundwork: gamification as a data and engagement flywheel
Bragg has also been seeding its platform with engagement tools that both drive play and generate behavioral data. In January, the company rolled out Big Ticket Bonanza, a gamification add-on for its Fuze marketing suite that gives players scratchcards tied to wagering and funnels them into prize draws. The system lets operators configure weekly or monthly raffles and tune prize structures, part of a broader plan to deploy across the United States, Latin America and Europe, as detailed in Bragg’s Big Ticket Bonanza announcement. Bragg said the tool is a competitive lever for partners and complements its U.S. content and tech deals, including a January agreement with Caesars.
Gamification mechanics like Bonanza can serve double duty in an AI stack. They keep players active and contribute a steady stream of interaction data. That, in turn, trains models to refine segmentation, predict value and time incentives. As Bragg adds predictive layers to its platform, the feedback loop between engagement features and AI should tighten: more play generates better signals, which power more precise offers, which reinforce play.
Balance sheet moves that create room to invest
The company’s financing steps help explain how it can fund a multi-year AI push. Bragg recently paid down US$5 million on a US$7 million insider loan and extended the remaining US$2 million to June 6, 2025. The board unanimously approved the extension, and the company said it is pursuing a new third-party credit facility with lower borrowing costs and more flexible drawdowns, according to Bragg’s debt reduction disclosure. Management framed the move as strengthening the balance sheet and supporting growth initiatives, with unaudited forecasts calling for 9% revenue growth in 2024 and double-digit growth in 2025.
A cheaper, more flexible credit line would give Bragg leeway to finance integrations, fund proof-of-concept pilots with operators and scale successful AI modules across jurisdictions. It also signals to customers and partners that the company can sustain an iterative buildout, which is essential for AI features that need constant tuning, A/B testing and compliance reviews.
Competitive context: data-driven products across the value chain
The AI race in gaming extends beyond casino platforms into infrastructure and new product categories. In Australia, data analytics firm InFocus Group signed a AU$3.25 million deal to build a B2B igaming platform for TG Solutions Consulting, drawing inspiration from prediction markets and crypto gambling formats such as Stake.com and Rollbit.com. The scope spans planning through pre-launch, with InFocus remaining the exclusive tech partner for follow-on integrations, as outlined in InFocus Group’s platform contract. The project will include cryptocurrency payments and a tokenized loyalty system.
While the target audience and regulatory posture differ from Bragg’s core, the throughline is the same: real-time data capture, incentive design and modular tech that can be tailored at speed. As more vendors converge on those capabilities, differentiation will hinge on how well platforms stitch together models, orchestration and compliance into outcomes operators can measure in retention and net gaming revenue.
Regulatory pressure underscores the retention imperative
Compliance dynamics also shape why predictive retention is attractive to licensed operators. In Colombia, the regulator Coljuegos joined with the Valle del Cauca governor’s office and the state-run Valle Lottery to step up enforcement against illegal games that siphon funds from healthcare. The pact, described in Coljuegos’ enforcement collaboration, targets unregistered raffles and underground casinos. Legal operators contributed about COP426.5 million to health transfers between January and August 2025, the regulator said, while the department reported roughly COP48 billion already allocated this year.
Crackdowns highlight the advantage licensed platforms have when they can keep players engaged inside regulated ecosystems. AI-driven churn prevention and personalized offers can help mitigate leakage to gray markets, stabilize contribution flows and demonstrate to authorities that responsible, data-led approaches can coexist with growth. For Bragg and its partners, that case will be central as they deploy predictive tools across the United States, Latin America and Europe, where enforcement and consumer expectations vary by market.
Taken together, the momentum around AI-enabled retention from partners like Golden Whale, the deployment of engagement products such as Big Ticket Bonanza, the clearance of near-term debt and the broader competitive and regulatory context explain why Bragg is moving now. The challenge will be less about standing up models than operationalizing them at scale, proving they lift lifetime value without compromising compliance or player trust.
