Bragg Gaming Group has made a significant move in the Latin American iGaming space by acquiring a strategic equity stake in Brazilian game development studio RapidPlay. This partnership, which includes an exclusive commercial distribution agreement, represents a calculated step in Bragg’s expansion strategy in the rapidly evolving Brazilian online gaming market that officially launched in January 2025. The collaboration positions both companies to capitalize on Brazil’s growing prominence as one of the most promising destinations for online betting and gaming in the region.
RapidPlay: Brazil’s Homegrown Gaming Innovator
RapidPlay has quickly established itself as a formidable presence in the Latin American gaming landscape. Founded by industry veterans with extensive experience in the regional gaming sector, the studio has developed a reputation for creating cutting-edge casino games specifically designed for Brazilian and broader Latin American audiences.
The studio’s success stems from its deep understanding of local player preferences and cultural nuances, allowing it to create content that resonates with the target demographic. This cultural attunement has been instrumental in RapidPlay’s rapid rise in popularity among Brazilian players who seek gaming experiences that reflect their cultural context and preferences.
What makes RapidPlay particularly attractive as a partner is its highly efficient cost development model. The studio has demonstrated an ability to produce high-quality, localized content that supports scalability and margin efficiency – crucial factors for success in emerging markets like Brazil. This operational efficiency, combined with creative excellence, makes RapidPlay an ideal strategic partner for Bragg’s regional ambitions.
Brazil’s iGaming Market: A 2025 Breakthrough Opportunity
The timing of this partnership is particularly significant as Brazil’s iGaming market undergoes a transformative period. Since January 2025, new comprehensive regulations have come into effect, creating a formal framework for online betting and gaming operations in the country. This regulatory milestone has positioned Brazil as one of Latin America’s most promising iGaming destinations, opening doors for companies looking to launch or expand their operations in the region.
Under the new regulatory framework, companies must obtain proper licenses and adapt their operations to comply with the established rules. Websites operating irregularly are being removed from the market, ensuring that only licensed operators can continue their activities. This transition to a regulated environment has necessitated significant preparation from industry players, but also promises to boost consumer confidence and create a more stable business environment.
The regulatory changes have intensified competition in the Brazilian market, making strategic partnerships like the one between Bragg and RapidPlay increasingly valuable. As more operators enter the regulated space, companies with established local connections and culturally relevant content will have a competitive edge in attracting and retaining players.
Partnership Dynamics: Distribution and Development
The partnership between Bragg and RapidPlay extends beyond the equity investment. Under the exclusive commercial distribution agreement, RapidPlay’s gaming content will be integrated into Bragg’s extensive content portfolio. This integration will significantly expand RapidPlay’s reach, allowing its games to be distributed to numerous licensed operators throughout Brazil and, by extension, to millions of players.
For Bragg, the arrangement enhances its content offering with locally-tailored games that specifically appeal to Brazilian players. This localization advantage is particularly important in a market where cultural relevance can significantly impact player engagement and retention rates. The terms of the agreement also include an option for Bragg to acquire a controlling stake in RapidPlay in the future, suggesting a potential for deeper integration between the two companies as their partnership evolves. Together, they plan to collaborate on developing new titles that will leverage Bragg’s Fuze engagement technology, creating experiences specifically designed for the Brazilian market.
Bragg’s Brazilian Expansion Strategy
This partnership with RapidPlay aligns perfectly with Bragg’s broader strategy to establish a strong presence in Brazil following the launch of the country’s regulated online gaming market. Bragg has been proactive in forming partnerships in the region, already securing relationships with approximately one-third of all licensed operators in Brazil.
The company’s aggressive expansion in Brazil reflects its confidence in the market’s potential. According to Bragg’s estimates, Brazil could contribute up to 10% of the company’s total revenue in 2025, representing a significant growth opportunity. By partnering with local specialists like RapidPlay, Bragg is positioning itself to better understand and serve the unique needs of Brazilian players.
Neill Whyte, Bragg Gaming Group’s Chief Commercial Officer, emphasized that the partnership with RapidPlay represents “more than just an investment” but rather a strategic move to reinforce Bragg’s differentiated product offering in Latin America. The local expertise that RapidPlay brings to the table is expected to give Bragg a competitive advantage in navigating the complexities of the Brazilian market.
Joining forces with Bragg gives us the scale and structure to do that with even greater impact. We’re excited to enter this next phase together. -Rafael Roos Brodignon, RapidPlay’s co-founder and CEO
FUZE Technology: Powering Player Engagement
A key element of the partnership is the integration of Bragg’s FUZE technology into the new titles being developed with RapidPlay. FUZE is a sophisticated suite of player engagement tools designed to enhance the player experience, boost casino operator KPIs, and increase player lifetime value, all from a single platform.
The FUZE engagement suite includes numerous features that have proven effective in increasing player engagement. These include tournaments with real-time leaderboards that add a social dimension to online casino play, quest-based gameplay that keeps players entertained through challenges and prize hunts, and mystery jackpots that add excitement with additional winning possibilities.
Other components of the FUZE platform include achievement systems for personalized player engagement through gamification, opt-in tournaments for transparent promotional competitions, and a recommendation engine that provides customized game suggestions based on player interest patterns. The platform also incorporates a real-time CRM campaign system that rewards player persistence and loyalty.
The effectiveness of FUZE has been demonstrated through case studies showing dramatic increases in key metrics, including up to 306% increase in bets, 272% increase in game rounds, and 239% increase in the number of players. Even more impressively, the long-lasting effects after promotions have shown up to 364% increase in bets and 288% increase in both game rounds and number of players.
Mobile Gaming: The Dominant Platform in Latin America
Understanding the dominance of mobile gaming in Latin America is crucial for contextualizing the Bragg-RapidPlay partnership. Mobile gaming leads the Latin American market, with 87% of gamers in the region playing on mobile devices – significantly higher than the 67% that play on PCs and 57% that play on consoles.
Brazil, in particular, has experienced tremendous growth in mobile gaming, with the percentage of Brazilians who play mobile games increasing by 146% between 2018 and 2022. This growth is supported by Brazil’s high smartphone penetration rate of 90%, which is the highest among the top six markets in Latin America.
The prevalence of mobile phones in the region, alongside lower levels of PC and console penetration compared to North America and Europe, has made smartphones the primary internet access channel for most Latin American consumers. Within this mobile ecosystem, Android users make up 91% of Latin American mobile gamers, with only 19% using Apple devices. Players are known to engage in a variety of games that can be easily accessed through their mobile devices, including Telegram casinos.
This mobile-first reality of the Latin American gaming market makes RapidPlay’s locally-tailored content particularly valuable, as it is designed with the preferences and behaviors of mobile-first Brazilian players in mind. By combining RapidPlay’s local expertise with Bragg’s technological capabilities, the partnership is well-positioned to capitalize on the region’s mobile gaming dominance.
Industry Leaders’ Perspectives
The executives from both companies have expressed enthusiasm about the partnership’s potential. Rafael Roos Brodignon, RapidPlay’s co-founder and CEO, emphasized that his company was created with the mission of delivering “genuinely Brazilian gaming experiences.” He noted that joining forces with Bragg provides the scale and structure to achieve this mission with even greater impact.
Neill Whyte from Bragg Gaming Group highlighted RapidPlay’s combination of “creative excellence with operational efficiency” as making it an ideal partner for Bragg’s expansion efforts in the region. The strategic nature of the partnership reflects Bragg’s commitment to establishing a strong presence in the Latin American market through collaborations with local experts.
The partnership between Bragg Gaming and RapidPlay represents a forward-thinking approach to the Brazilian iGaming market, combining global reach with local expertise to create gaming experiences that resonate with Brazilian players. As Brazil’s regulated market continues to evolve, this collaboration positions both companies to play significant roles in shaping the future of online gaming in Latin America.
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