Bragg Gaming Group is set to broaden its US operations with the acquisition of Drayton International, enhancing its content library and market reach. The deal will see Matt Davey appointed as non-executive chairman, marking a strategic shift toward proprietary game IP and player experience.
Bragg Gaming Group, a prominent player in the iGaming sector based in Toronto, has announced a significant move to enhance its presence in the United States. The company is pursuing the acquisition of Drayton International, a deal that promises to expand both its content offerings and market footprint.
This acquisition, structured as a share-based transaction, was revealed on Thursday. Upon its completion, Matt Davey will join Bragg’s board as the non-executive chairman, a role that underscores the strategic importance of this initiative.
As per the terms outlined in the agreement, Bragg will issue 4.5 million common shares at a price of US$2.00 each to secure full ownership of Drayton International. The transaction is currently subject to definitive agreements, with an expected completion date in the third quarter of 2026.
Drayton International brings a wealth of assets to Bragg, including five gaming studios: Boomerang (54.5%), Dream Streak (48.5%), Rise Gaming (54%), Hit Squad (37.5%), and Neotopia (24%). Additionally, the company has three technology and distribution platforms: Arc Gaming, Vision PlAI, and 3 Shores.
This acquisition is poised to be a game-changer for Bragg. The CEO, Matevž Mazij, characterized the move as a pivotal shift from a technology and aggregation-centric model to one that prioritizes proprietary game intellectual property and player engagement. He remarked, “The acquisition of Drayton represents a highly strategic step forward for Bragg as we continue to expand our global footprint and invest in proprietary IP and technology.”
Importantly, the partnership with Arc Gaming, which has an exclusive aggregator relationship with BetMakers’ tote platform, is expected to facilitate Bragg's entry into the advanced deposit wagering (ADW) market. This could open doors to over 30 states in the US, vastly exceeding the current seven states where traditional online slots are permitted. The potential for expansion is substantial, increasing Bragg’s reach significantly.
The move into ADW markets reflects a growing trend in the US iGaming space, where states are increasingly legalizing various forms of online betting.
This acquisition follows Bragg Gaming’s recent decision to reduce its global workforce by approximately 12%. This restructuring is part of a broader strategy aimed at optimizing operations. The company anticipates that this measure will incur costs of around €1 million ($1.2 million) in the first quarter of 2026, but it is also expected to contribute to total savings of €4.5 million through comprehensive restructuring efforts.
Alongside the acquisition, Bragg has announced the appointment of Matt Davey as its non-executive chairman. A notable figure in the gaming industry, Davey founded Tekkorp Capital and played a pivotal role in the establishment of NYX Gaming, which was sold for approximately US$631 million to Scientific Games. He is currently the President of BetMakers, adding further weight to his credentials.
Earlier this year, Davey privately acquired one million shares of Bragg, and post-acquisition, he may hold around a 10% stake in the company. He expressed enthusiasm about the acquisition, stating, “Bragg has built a strong foundation as a global B2B iGaming supplier and its planned acquisition of Drayton adds a highly complementary set of assets across games, technology and distribution that accelerate its new push to focus on being a data-rich, content-first, user experience-obsessed organisation.”
Current chair Holly Gagnon commended Davey’s appointment, noting, “Matt is a gaming industry luminary. I am confident that I will be passing the chair’s torch into the right hands.”
With the acquisition of Drayton International and the strategic appointment of Matt Davey, Bragg Gaming is positioning itself for significant growth in the competitive iGaming landscape. As the company prepares to navigate the complexities of the US market, all eyes will be on how these changes unfold and what they mean for the future of Bragg.
Kathryn Evans covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
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