Exclusive Interview with Aleksandar Dašić:
The Strategies Behind Bragg Group’s Marketing Master

Aleksandar, thank you for joining us today

What's always impressed me about Bragg's marketing is how you don't just follow industry trends - you create them. Whether it's your comprehensive data strategy, innovative partnerships, or tools like Fuze, there's clearly a disciplined approach behind the innovation.

I'm looking forward to unpacking what makes Bragg's marketing strategy so consistently effective.

Inside Bragg’s Unconventional Marketing Edge

Joshua: Bragg Group has built a reputation for cutting-edge product marketing in iGaming. Can you pull back the curtain and reveal an unconventional strategy or behind-the-scenes insight that has given your team an edge—something no one outside the company knows?

Aleksandar: It's hardly a secret, but something that is known throughout the industry, success in iGaming depends on data, not only from players, but operators as well. At Bragg, we use a 360° approach to collecting data at all levels, from players, and operator partners anonymously, data such as gameplay and behavioural data, information that we use to obtain insights which can shape our products and technology.

It's an approach that is working for us, and something we’re constantly improving through the use of new metrics and new technologies like AI, which we believe can be hugely impactful in data collection and sharing.

Bragg’s Pivotal Marketing Moment

Joshua: Every industry-defining company has a ‘make-or-break’ marketing moment. Can you share a bold decision or high-risk campaign that could have gone either way—but ended up reshaping Bragg Group’s success?

Aleksandar: I wouldn’t call it a bold decision, or even a high-risk decision, as many in the industry already do, but Bragg’s decision to collaborate more with affiliate websites, streamers and influencers has certainly proved to be a great move by the business.

It was uncharted territory for Bragg and something that could have gone either way, and part of my role on joining the company at the end of 2023 has been to work collaboratively with affiliates, streamers and influencers.

We’ve achieved some significant milestones since then, agreeing 60+ partnerships with affiliate websites and collaborations with leading streamers like CasinoGrounds and CasinoDaddy, we’ve executed dozens of high-impact campaigns that significantly expanded our reach.

Really, it's been about demonstrating the appeal of our online casino content to the wider community, not only as a way of raising awareness, but also as a mechanism to acquire new studio partners, content partners and operator partners alike.

How Bragg Turns Data into Creative Strategy

Joshua: Balancing data-driven insights with creativity is an art form. What’s the most surprising way Bragg Group has used analytics to fuel unexpected, out-of-the-box marketing strategies?

Aleksandar: Well, one area where we’re balancing data-driven insights with creativity for marketing purposes is in our Fuze ™ marketing and promotional toolset, which we offer to iGaming partners and can be hugely influential in shaping the player journey.

Fuze ™ is a collection of tools which can be deployed at various points in the player journey including things like, bonusing mechanisms, quests, tournaments, flash jackpots, free rounds and an AI-based games recommendation system.

Introduced at any point of the player journey, from conversion, engagement to reactivation, these tools are proven to retain players.

But where do they start? Data and using that data creatively. The data is influencing the tools we’re developing and adding to the Fuze toolset, and we’re responding creatively to meet the needs of players and operators alike.

Bragg’s Early Bet on Emerging Trends

Joshua: What’s a game-changing trend in iGaming that Bragg Group is already capitalizing on before the rest of the industry catches up? How are you positioning your brand to lead this transformation?

Aleksandar: The most obvious game-changing trend is AI, and how best to use it in terms of everything, but in our sector, iGaming specifically to enhance the player experience to the benefit of our operator partners.

We’re already integrating it into our systems, beginning with the AI-based games recommendation system that we’ve deployed as part of our Fuze marketing and promotional toolkit.

This is a strong marker for how we’ll deploy AI across the business, as an augmenter rather than a central pivot. We’ve already got great products and some great content, the challenge for us is bringing in AI, and that’s a challenge we’re aware of and already rising to at Bragg.

The Launch That Changed Everything

Joshua: Take us behind the scenes of a product launch or campaign that completely redefined Bragg Group’s marketing playbook. What was the moment you realized, ‘This changes everything’?

Aleksandar: As a business, we’ve always had a great understanding of placement, of where to position our products in the iGaming industry. However, where we’ve struggled is sharing those products effectively and commercializing them for business purposes.

We need to create a consistent commercial and marketing strategy in which a product can be deployed across all regulated markets in a way that immediately adds value. We also need to speak with a unified voice across teams, be it legal, technology, development etc.

This process is all about gathering information, collating that information and using it in a way which enhances our business, and it's a process that is still ongoing.

One of the datapoints we’ve found useful, through our collaboration with affiliate websites and streaming platforms, is that players gather there to seek information about our products, and by knowing or at least having a better understanding of what information they may be asking for, we can cater for them accordingly.

How Bragg Stays Ahead of Player Trends

Joshua: With player behavior evolving faster than ever, how does Bragg Group predict and adapt to shifting trends before they even happen? Can you tease an upcoming innovation that will surprise the industry?

Aleksandar: Bragg Gaming gathers player feedback through various channels, including affiliate websites, forums, and chat interactions on streaming platforms - that help to understand players' needs.

But that’s only one half of the story, the other half is responding, and I can’t help but be drawn to our recent development of the ‘Connect & Collect’ mechanic, not only as a significant innovation for Bragg, but also as a response to both what players want and an emerging trend in the industry which we’ve noticed as part of our data-driven approach.

Connect & Collect is an intense main feature in select games developed by our in-house studios Wild Streak Gaming and Atomic Slot Labs. It employs a dynamic puzzle-like mechanic with which players actively link special symbols to unlock features and create highly satisfying paths of symbols toward in-game rewards.

By allowing players to visually follow their feature progression, Connect & Collect puts them at the heart of gameplay and fuels expectations of handy bonuses and big wins. With Connect & Collect, chasing game bonuses becomes a journey, which in turn contributes to, and sustains player interest, motivation, and ultimately satisfaction.

Another great feature we have is quests, within our FUZE ™ marketing and promotional toolkit, quests provide a very personalized gaming experience introducing milestones on the player journey which can be tailored to suit any type of player from the casual gambler, to the dedicated slots player and beyond.

Bragg Busts iGaming Marketing Myths

Joshua: iGaming marketing often battles industry clichés and misconceptions. What’s one common belief about product marketing that Bragg Group is proving wrong—and how?

Aleksandar: We are not just a slots supplier. Many in the industry believe that we’re just an online casino content supplier, something which stems largely from our Oryx Gaming days.

However, we’re both a content and technology supplier to the iGaming industry and we’ve had to tailor our marketing accordingly.

It’s always going to be difficult to achieve a balance between marketing both our online casino content and our turnkey technology solutions without overtly focusing on one to the detriment of the other.

But it's a misconception that we’re steadily breaking. We've been named technology platform supplier of the year three years in a row in the International Gaming Awards, an accolade we’re very proud of.

We’re the market-leading supplier in the Netherlands, with our technology integrated with more than 30% of licensed gaming operators in the market.

We’re positioning ourselves to expand our technology solutions into the U.S. and Brazil, both jurisdictions where we’ve initially leveraged our content first, but it's the content that opens the door to the turnkey technology, in that by being a great content partner to operators, we can use that to sell our technology solutions.

In marketing, we’re striking the balance between highlighting content and letting people know we’re great at technology as well.

Bragg’s Future Impact and Legacy

Joshua: If we fast-forward five years, what will be Bragg Group’s most defining contribution to the iGaming industry? And personally, what legacy do you hope to leave within the company?

Aleksandar: Bragg is actively working to become the content and technology supplier of choice to the global iGaming industry.

It's an ambition which permeates the company and our biggest objective, which we hope to achieve, whether in five years or longer. We want to be the go-to, the industry norm.

From a personal perspective, I’d like to leave behind strong partnerships with affiliate websites and streamers, along with a scalable marketing framework that continues to drive product recognition, player engagement and ultimately, revenue growth for Bragg Gaming Group.