Bragg Gaming to cut 12% of workforce in global restructuring

Abi Bray

9 January 2026 at 6:51am UTC-5

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Bragg Gaming Group plans to reduce its workforce by 12% at an anticipated cost of €10 million (US$12 million)1 EUR = 1.1635 USD
2026-01-09Powered by CMG CurrenShift, including termination costs, during the first quarter of 2026.

The company expects to save around €4.5 million (US$5.2 million)1 EUR = 1.1635 USD
2026-01-09Powered by CMG CurrenShift annually through the reduction in staff numbers and other restructuring measures.

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Bragg recently announced a new initiative to utilize artificial intelligence, noting that the forecast cost saving does not include the expected positive impact of the technology on cost efficiency and operations.

In an announcement, Bragg said the overhaul of the business’ structure centers around its plan to make it an AI-first company by 2027. It plans to ensure that AI-enhanced products become the standard for over 90% of its launches, with an expected three-quarters of its operational workflows utilizing AI.

Bragg Gaming Chief Executive Matevz Mazij said, “We believe that we are in the enviable position of having great technologies, assets, people, and future prospects. Nevertheless, given the increasingly complex regulatory compliance requirements, recent tax headwinds across key regions, emerging market opportunities, consolidation in the market and our increased focus on short-term profitability, we needed to take this step now of restructuring the company’s staffing.”

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Bragg will provide further insight into its new operational model and its 2026 strategic initiatives, along with its preliminary unaudited results for 2025.

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The Backstory

Why this restructuring lands now

Bragg Gaming’s plan to cut about one in eight jobs and pivot to an AI-first operating model follows a year of expansion moves that increased its U.S. exposure, broadened content distribution and raised execution demands. The company says regulatory complexity, tax headwinds and market consolidation are squeezing margins even as new opportunities open. That tension helps explain why Bragg is streamlining today while aiming to hardwire artificial intelligence into most product launches and workflows by 2027. The company is targeting annual savings alongside an overhaul of how it builds, distributes and supports games for operators across regulated markets.

The backstory shows a business scaling its footprint and capabilities in North America and Europe, then moving to refit its cost base and processes to match. Bragg’s recent partnerships, infrastructure builds and sales hires point to a push for higher-margin growth and faster delivery. The cuts and process changes are the other side of that ledger.

U.S. access: from distribution to data centers

Bragg deepened its U.S. presence with a distribution deal that put its exclusive titles and third-party content on a major new platform for casino players. The company rolled out its games through remote server technology with a leading operator across three top iGaming states, giving it immediate reach to players in Pennsylvania, Michigan and New Jersey. That launch widened the channel for in-house studios and external partners and positioned Bragg to release new titles on a regular cadence as the market evolves. See details on Bragg’s partnership to bring its platform to Fanatics Casino in three states.

Market entry alone is not enough in tightly regulated jurisdictions. Bragg also invested in compliant, redundant infrastructure to meet state-specific technical rules and uptime expectations. In West Virginia, it added primary and disaster recovery environments with a specialist hosting provider, building on earlier backup and hosting arrangements in New Jersey and Pennsylvania. These moves support regulatory continuity and resilience as Bragg scales deployments across operators and states. Read more on Bragg’s expanded collaboration with Internet Vikings in West Virginia.

Content scale through aggregation

Beyond its own studios, Bragg leaned on aggregation to broaden its catalog and deepen relationships with operators. One key step was a distribution pact with a fast-growing content maker owned by Golden Matrix Group, designed to push proprietary titles across more than 30 regulated markets. The integration through Bragg’s HUB platform brings crash games and other formats to operator partners while giving the studio access to analytics and engagement tools for faster, cleaner launches. That deal also underpins Bragg’s cross-regional strategy in the U.S., Latin America and Europe heading into next year. See the announcement on Expanse Studios expanding global reach with Bragg.

Aggregation carries two strategic benefits for Bragg’s current transition. First, it diversifies content without linear cost growth from building every title in-house. Second, it supplies data on player preferences at scale, which is crucial if Bragg wants to embed AI across development, curation and promotion. The combination supports a shift toward higher-yield content and faster iteration cycles that can help offset tax and compliance pressures cited by the company.

Sales bench readied for a new playbook

Bragg also moved to tighten commercial execution. It appointed a returning executive with experience adapting its player account management technology to new regulatory regimes to lead global sales. The hire signals an emphasis on advancing the aggregation platform, proprietary games and engagement tools, and on converting pipeline opportunities in priority markets. It also reflects the need for coordinated go-to-market efforts as Bragg consolidates its operating model and standardizes AI-enabled products. Details are in Bragg’s appointment of Matej Filipančič as global sales director.

A sharpened sales strategy matters as operators rationalize vendor lists and focus on proven performance. If Bragg can bundle distribution reach, compliant infrastructure and measurable engagement uplift, it strengthens its case for placement and promotional support across large casino apps and sites. That in turn feeds the data loops needed for the company’s AI-first objectives.

Balance sheet moves to support flexibility

Restructurings often arrive alongside financial housekeeping. Bragg recently paid down most of a related-party loan and extended the remainder while pursuing a new third-party credit facility with lower costs and more flexible draw terms. Management framed the shift as a way to improve the balance sheet, reduce reliance on working capital support and keep dry powder for growth. An unaudited outlook cited revenue growth last year with the expectation of double-digit gains this year. For context, see Bragg’s settlement of US$5 million in debt and plans for a new credit line.

Lower borrowing costs and standby liquidity are useful if Bragg is to integrate AI into most launches, expand state-by-state infrastructure and sustain content partnerships. Those investments can increase near-term expenses even as the company trims headcount. The financing shift suggests Bragg wants optionality to pursue selective expansion while managing cash during the transition.

Stakes heading into 2026

Bragg’s cost cuts and AI mandate set a clear bar for execution over the next 18 to 24 months. The company is committing to automate and optimize large portions of development and operations while keeping compliance tight across more U.S. jurisdictions. Its recent distribution with a major casino brand, redundancy builds in West Virginia and broader aggregation reach give it routes to scale if content resonates. The sales reset and improved credit profile aim to convert that positioning into durable profitability.

What could move the story: speed and quality of AI-driven releases, operator traction in key states, and the ability to balance regulatory obligations with faster iteration. The push into crash games and other high-engagement formats through partners like Expanse will test whether Bragg can lift margins without overextending costs. If the restructuring delivers the projected savings and the AI rollout sticks, Bragg could emerge leaner and more competitive as consolidation continues. If not, rising compliance and tax burdens could outpace the benefits of its recent expansion.