Bragg Gaming Group and 711 Launch a New Platform with Kambi Group
Bragg Gaming Group will deepen its partnership with Belgian operator 711 through the launch of a new online sportsbook powered by Kambi Group technology, extending Bragg’s role within the operator’s platform infrastructure in Belgium.
The agreement follows 711’s acquisition of an F+ sportsbook licence from the Belgian Gaming Commission, allowing the operator to expand beyond online casino products. The company has operated its Belgian casino business under a B+ licence since late 2025 and is now moving into sportsbooks ahead of one of the industry’s most commercially significant betting periods.
The sportsbook launch is scheduled ahead of the 2026 FIFA World Cup, a major acquisition window for regulated betting operators across Europe. World Cup cycles typically generate elevated customer acquisition activity as operators compete aggressively for new sportsbook users and cross-sell opportunities.
Kambi Sportsbook Integrated Into Bragg PAM
Under the agreement, Kambi’s Turnkey Sportsbook will be integrated directly into Bragg’s player account management platform. The setup will provide players with a shared wallet and a unified user environment across both casino and sportsbook products.
The integration structure reflects a broader market preference for modular technology deployments rather than full-stack platform replacements. Operators increasingly favour combining specialist sportsbook technology with existing PAM infrastructure to reduce migration complexity while maintaining operational continuity.
For Bragg, the agreement further expands its position within 711’s technology stack by combining platform, engagement and sportsbook-related services within a single operating environment. The approach also increases operational integration between supplier and operator, particularly in regulated markets where compliance, wallet management and customer retention systems are closely connected.
Sportsbook Continues to Drive Cross-Sell Strategy
The move also highlights an ongoing industry trend in which casino-led operators use sportsbook products to drive customer acquisition, retention and cross-sell activity. Sports betting remains one of the most effective entry points for new player acquisition during major sporting events, particularly football tournaments with mass-market reach.
By integrating sportsbooks alongside casino products within a shared ecosystem, operators can improve player retention and increase product exposure without requiring customers to move between separate platforms or wallets.
The World Cup timing is strategically significant. Major international tournaments often create temporary spikes in player registrations, betting volumes and marketing spend across European regulated markets. Operators entering sportsbooks ahead of these cycles typically aim to establish market presence before customer acquisition costs rise further during tournament periods.
Bragg Extends Fuze Engagement Suite Into Belgium
As part of the partnership expansion, Bragg will also deploy its Fuze engagement suite into 711’s Belgian sportsbook operations after previously launching the tools within the operator’s Dutch business.
The Fuze platform includes promotional and retention mechanics such as tournaments, quests and engagement campaigns designed to increase player activity across gaming products. However, deployment in Belgium will remain subject to the country’s tightening regulatory framework around player protection, advertising restrictions and responsible gambling controls.
Belgium has continued to strengthen oversight of promotional activity within regulated gambling, creating additional compliance considerations for operators deploying gamification and engagement tools. Suppliers operating in the market are increasingly required to balance retention-focused product features with stricter responsible gambling obligations.
Operators Continue Shifting Toward Modular Infrastructure
The partnership expansion between Bragg, 711 and Kambi reflects a wider structural shift within regulated online gambling markets toward modular infrastructure strategies.
Rather than relying on single-provider full-stack systems, operators are increasingly combining specialist suppliers across sportsbook, PAM, content aggregation and engagement technology. The model allows operators to scale individual product verticals while maintaining flexibility within their wider platform environment.
Bragg chief executive Matevž Mazij said the expanded partnership positions 711 to launch ahead of the World Cup betting cycle, while 711 COO Gilles De Backer described sportsbook expansion as a natural progression following the performance of the operator’s casino business on Bragg’s platform.
The sportsbook will operate through 711sports.be as part of a combined casino and sportsbook ecosystem. Bragg currently operates across more than 30 regulated markets globally, supplying PAM, content aggregation and engagement technology to online gaming operators.
Source: Bragg
