An exclusive interview with the Bragg Gaming Group team.
In the competitive world of online slot studios, companies struggle to maintain a single cohesive identity. Bragg Gaming Group has taken a more ambitious approach, fueling its growth through a dual-brand strategy led by two distinct internal studios: Atomic Slot Lab and Indigo Magic.
While many developers are constrained by a single brand identity, Bragg’s two-studio system allows them to go after a broad range of game styles and player types.
Atomic Slot Lab, based in Las Vegas, brings the high-intensity math and sensory feedback of North American land-based casinos into the digital space. Conversely, their European-based counterpart, Indigo Magic, was launched to push the boundaries of artistic design and experimental mechanics for international markets.
This “frenemy” dynamic has yielded massive results, including the rollout of the proprietary Connect & Collect™ mechanic and the Fuze™ engagement toolset. With a reach spanning from the UK and Germany to the strictly regulated market of Loto-Québec, Bragg is no longer just a platform provider, they are a content juggernaut.
We sat down with Niklas Mravlje, Commercial Director Content at Bragg, to discuss how this strategy is shaping their 2026 roadmap.
Atomic Labs and Indigo Magic in 2026
SlotsFan: In previous interviews, Bragg has described the relationship between Atomic and Indigo as “frenemies”. One focuses on US land-based logic and the other on European artistic flair. How does this internal competition drive better quality in the 2026 roadmap?
NM: It’s like any other rivalry of that sort. Think John Lennon and Paul McCartney, for example, or the rivalry between Niki Lauda and James Hunt, as it was presented in the movie “Rush”: a competition that drives both to be the best version of themselves. Two exceptional competitors, with a lot of respect for each other, pushing each other to do better every time!
SlotsFan: We’ve noticed a trend of “Universe Building” at Bragg, where mechanics like Connect & Collect™ span across multiple titles. Is the goal to have players become fans of a mechanic rather than just a specific theme?
NM: We are very pleased that players and partners are starting to notice that. We have had many internal conversations about how to engage players more and have a red herring to connect the story of our games.
One of the companies that does this really well is Rockstar Games. What we’re going for is more than a game. We are building an experience that connects across games.
Dollars & Dreams™ is our first series of this size and magnitude, and we are happy with the reception it has received so far. We managed to strike an exclusive deal for five games with this brand with one of the Tier 1 operators in the US, which further proves the point that players and operators love the “experience” rather than just a standalone title.
What Sets Them Apart
SlotsFan: Atomic Slot Lab is known for its Las Vegas energy. For a player used to European-style games, what is the one mechanical difference they’ll feel immediately when spinning an Atomic title?
NM: The biggest difference is definitely the math models. It’s a bit of a different feeling. US-style games are usually more volatile, and they keep the players on the edge of their seats.
Another thing is the way we use sounds and animations; they are more direct and in your face, which is a characteristic of the Vegas-style games. Our goal is to bring that land-based experience to the palm of the player’s hand.
SlotsFan: We’ve seen Indigo Magic described as “experimental”. What is the wildest mechanic or theme the team has pitched that actually made it into a 2025/2026 release?
NM: We have a few interesting things coming up! One of the things that I’m most excited about is the “Double-Sided” reels mechanic that we’re introducing in one of our upcoming games. It’s a very interesting concept where the reels can spin in both directions, and the player can win from both sides. It’s a bit of a gamble, but we believe that the players will love the extra excitement it brings to the game!
Bragg’s Future Roadmap
SlotsFan: You’re revisiting the Triple Gold series soon. What specifically was tweaked in the “Triple Gold” version to improve upon the original gameplay?
NM: The biggest upgrade in the Triple Gold version is a revised math model that improves on the lessons from the original, and introduces a double golden orb symbol and a new dragon symbol. The double orb helps trigger the respin feature that normally needs three orb scatters by contributing two worth of scatters with just one symbol, making combinations appear more achievable.
The new Dragon symbol, however, gives the players the ability to immediately retrigger the feature (if three are collected during the initial feature) and gives them another chance to win the grand jackpot. This feature can occur multiple times in a row, which makes the game even more fun and rewarding!
SlotsFan: Bragg recently expanded its reach with deals in new territories like Loto-Québec. Does entering these strictly regulated government markets force you to change how you design the “near-miss” or excitement elements of your games?
NM: Absolutely. Bragg prides itself on its versatility and presence in multiple highly regulated markets, like Germany, the UK, Québec, and others. It’s a true test of our technology and its adaptability.
Five-second spin duration, no win celebration if the bet amount is not surpassed, and the introduction of a “panic” button are just some of the things we successfully implemented to remain compliant in some of these markets.
We are lucky to have an extremely talented team of developers and compliance personnel who are able to turn around and implement newly introduced regulatory requirements.
