The deal aims to boost efficiency, enhance partner relationships, and reinforce regulatory compliance within the igaming industry.
Press release — Bragg Gaming Group announced today (March 16) that it has integrated Salesforce as its core customer relationship management (CRM) platform, a major step in the company’s strategy to improve global operations, deepen partner engagement, and drive growth across regulated markets worldwide.
The new CRM infrastructure will simplify how Bragg manages partnerships, commercial opportunities, and operational workflows across its international footprint. By consolidating key business processes on Salesforce, the company plans to enhance lead management, optimize order processing, and strengthen its already robust legal and compliance frameworks—critical components in the highly regulated global igaming industry.
Neill Whyte, chief commercial officer at Bragg Gaming, said: “Implementing Salesforce as our core CRM platform is a key milestone in our operational evolution. As our business expands across more markets and partnerships, a scalable, unified platform lets us move faster, collaborate more effectively, and deliver even greater value to our partners.”
Sasha Rovinsky, regional manager, Adriatic Region at Salesforce, said: “Bragg Gaming Group’s commitment to innovation and operational excellence makes it a strong fit for Salesforce. Together, we’re building a connected platform that empowers Bragg to deepen partner relationships, improve operational visibility, and accelerate growth across its international business.”
The Salesforce integration will enable Bragg to:
- Speed up lead conversion and partner onboarding with streamlined sales workflows
- Enhance order and account management to boost operational efficiency
- Reinforce legal and compliance processes to support growth in regulated markets
- Expand affiliate marketing capabilities to enhance partner performance and player acquisition
- Enhance global collaboration across commercial, compliance, and operational teams
By centralizing critical operational data and processes, the platform will also deliver deeper insights into partner performance, market opportunities, and operational metrics. This supports Bragg’s network of over 250 operator partners in more than 30 regulated jurisdictions and enables the company to make faster, data-driven decisions as it continues scaling internationally.
The rollout is part of Bragg’s broader digital transformation initiative focused on strengthening its technology infrastructure and operational agility as the company expands its presence across Europe, North America, and other regulated markets.
With Salesforce now acting as the central platform for its partner and operational ecosystem, Bragg is positioning itself to deliver greater speed, transparency, and security across its global partner network.