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Bragg Gaming has extended its Player Account Management (PAM) agreement with Entain for BetCity.nl for another five months.
The extension means that the Dutch market operator, BetCity.nl, will continue to use Bragg’s proprietary PAM platform until May 31, 2026. The operator currently offers exclusive and aggregated online casino content, and sports betting delivery products in the Netherlands using the platform.
While the five-month extension secures the short-term partnership, the press release notes that there is “no assurance that any such new agreements will occur” from June onwards.
Bragg is pleased to announce the extension of its existing PAM agreement with Entain Plc, one of the world’s largest sports betting and gaming groups, for https://t.co/LuF90xwLQh, a leading Dutch market operator.
🔗Read more: https://t.co/pY3O041Ldx$BRAG pic.twitter.com/eu85W9ASxt
— Bragg Gaming (@Bragg_Gaming) January 9, 2026
“We’re proud of Bragg’s role in the launch and subsequent successful growth of BetCity.nl, which has become a market leading online sports betting and casino operator in the Netherlands, built on the Bragg PAM, and acquired by Entain in 2023,” said Matevž Mazij, Bragg Chief Executive Officer. “After the acquisition, we agreed to work with the BetCity.nl team on a potential migration of the brand to Entain’s proprietary platform.
“The latest PAM extension agreement is intended to support that, and while it is premature to predict what our partnership with BetCity.nl and Entain will look like over the longer-term, we are pleased to report that we expect this to materially contribute to reported revenues as regular services and migration services are delivered over the next few months.”
The bigger picture at Bragg and Entain
This comes after a strong year for Entain financially, hampered only by needing to set aside funds for potential fines. 2025 saw the company invest in its sportsbook features, although those aren’t yet available in the Netherlands.
Bragg also largely reported strong financial results in 2025. However, 2026 has begun with the company cutting 12% of its workforce in a push towards utilizing AI. Whether that’s a sign of financial difficulty or simple restructuring is not yet clear.
Featured image: Bragg / Entain
