Bragg Gaming Overhauls Leadership to Accelerate AI and North American Expansion

Event summary

  • Bragg Gaming appoints Morten Tonnesen as Chief Operating Officer and promotes Garrick Morris to Executive Vice President of Global Content, U.S. & Canada.
  • Company targets AI-first transformation by 2027, with AI-enhanced products in over 90% of new launches.
  • Q4 2025 content business grew 76% YoY, with full-year 2025 growth at 69% YoY.
  • Tonnesen brings 17 years of iGaming and sports betting experience, including roles at Xtremepush and Shape Games.
  • Morris to focus on expanding U.S. and Canadian content footprint, including entry into Historical and Live Racing markets.

The big picture

Bragg's leadership changes underscore its pivot toward AI-driven operational efficiency and North American market dominance. The appointments come as the company seeks to capitalize on high-margin content growth, particularly in the U.S. and Canada, while navigating regulatory and tax challenges in Europe. The strategic realignment follows structural cost changes announced earlier this year, signaling a focus on profitability and scalable technology solutions.

What we're watching

AI Execution
Whether Bragg can successfully integrate AI into 75% of operational workflows by 2027 and maintain its cash runway.
North American Growth
The pace at which Bragg expands its content footprint in the U.S. and Canada, particularly in emerging markets like Historical and Live Racing.
Regulatory Compliance
How Bragg navigates increasing regulatory complexity and tax headwinds in key markets like the Netherlands.