Published on: January 9, 2026, at 10:36 AM.
Updated on: January 9, 2026, at 10:44 AM.
- Bragg announces a global workforce reduction of 12%
- The company is committed to advancing its AI initiatives
- Bragg confirms extension of its Player Account Management agreement with Entain
Bragg Gaming Group, headquartered in Toronto, has revealed plans to downsize its workforce in a strategic move aimed at accelerating its journey towards net profitability.
According to Bragg, around 12% of its global workforce will be affected. The company expects to incur termination costs of about €1 million (roughly $1.16 million) in Q1 of 2026, while projecting annual cash savings of approximately €4.5 million ($5.2 million) from this decision.
Global Workforce Reduction Strategy
Bragg is undertaking an AI-driven transformation in its operations, which is a key factor behind this strategic realignment.
The company aims to prepare for industry consolidation and increased regulation in global markets, positioning itself to leverage opportunities in emerging prediction markets.
Opportunities in Emerging Markets
“With the growing complexity of regulatory compliance, recent tax challenges in key regions, and new market opportunities, coupled with our heightened focus on immediate profitability, this restructuring was necessary,” stated Bragg CEO Matevz Mazij.
“After making crucial hires in 2024 and 2025, we believe that aggressive cost reductions and reorganization are essential for preserving our cash runway, fostering EBITDA growth, and achieving profitability,” Mazij added.
Bragg noted that its financial projections regarding staff reductions do not include potential operational cost benefits from AI implementation. Central to the company’s strategic shift is the goal of becoming an “AI-First” organization by 2027.
Extension of Entain Agreement
Recently, Bragg announced an extension of its Player Account Management (PAM) agreement with Entain Plc, a leading international sports betting and gaming enterprise, for the operation of BetCity.nl in the Netherlands.
The PAM platform at BetCity.nl will continue to offer online casino and sports betting services in the Netherlands until May 31, 2026. Bragg indicated that discussions are underway to further extend this agreement, although “no assurances” can be made regarding its continuation thereafter.
“Following the acquisition of BetCity.nl by Bragg in 2023, we agreed to collaborate with the BetCity.nl team on a potential brand migration to Entain’s proprietary platform,” commented Mazij. “The recent PAM extension is designed to facilitate this process. While it’s still early to predict the long-term nature of our partnership with BetCity.nl and Entain, we are optimistic that it will significantly enhance our reported revenues as both regular services and migration initiatives are implemented in the coming months.”