Bragg expands partnership with 711 to support Belgian sportsbook launch

Bragg Gaming Group has announced a significant expansion of its partnership with 711 in the Belgian market, marking another important development in the country’s regulated online gaming and sports betting sector. The agreement follows 711’s successful acquisition of an F+ licence from the Belgian Gaming Commission and will support the upcoming launch of the operator’s new online sportsbook platform.

The expanded partnership strengthens the long-term commercial relationship between the two companies, which already cooperate within Belgium’s online casino market. Since December 2025, 711 has operated an online casino platform in Belgium under a B+ licence using Bragg Gaming Group’s technology infrastructure and operational support.

Under the new agreement, Bragg will provide its Player Account Management platform while integrating Kambi’s sportsbook technology into the overall ecosystem. The development is expected to position 711 more competitively within Belgium’s growing regulated sports betting environment ahead of the highly anticipated 2026 FIFA World Cup.

Expansion builds on existing Belgian operations

The partnership extension reflects the increasing importance of integrated gaming ecosystems in regulated European markets. Through the new arrangement, 711 plans to launch a sportsbook offering that will operate alongside its existing online casino business, creating a unified platform for Belgian consumers.

The sportsbook will be powered through Kambi Group’s Turnkey Sportsbook solution, which is widely used by regulated operators across international markets. The technology will be integrated directly into Bragg Gaming Group’s Player Account Management platform to create a seamless experience for users moving between casino and sportsbook products.

According to the companies, visitors to 711.be will eventually access a streamlined interface allowing them to choose between casino gaming services and the new sportsbook operation through a single portal. This unified structure is intended to improve accessibility and user convenience while maintaining compliance with Belgium’s regulated gaming framework.

The timing of the launch appears strategically aligned with the growing interest expected around the 2026 FIFA World Cup. Major international sporting tournaments traditionally generate increased online sportsbook activity across regulated markets and operators frequently seek to establish or strengthen their market positions ahead of such events.

Belgium remains an important regulated market within Europe due to its mature licensing structure and active player base. The expansion of sportsbook operations by existing casino operators also reflects broader industry trends where companies seek diversified gaming offerings within a single regulated platform.

Bragg to introduce Fuze engagement tools in Belgium

Another key aspect of the agreement involves the rollout of Bragg Gaming Group’s proprietary Fuze engagement technology into Belgium’s sports betting vertical. The technology suite has already been used in 711’s Dutch operations and its introduction into Belgium represents an expansion of the existing collaboration between the companies.

Fuze is designed to provide player engagement and retention features including tournaments, quests and promotional mechanics intended to encourage interaction with the platform. According to the announcement, these tools will be integrated alongside Kambi’s sportsbook infrastructure.

The companies stated that all engagement initiatives will operate within the requirements established by Belgian gaming regulations. Regulatory compliance remains a central issue within European gambling markets where operators are increasingly expected to balance commercial growth with responsible gaming standards and player protection measures.

Belgium maintains strict oversight over gambling advertising, player incentives and promotional activities. As a result, operators active in the country typically emphasize compliance-focused approaches when introducing new technologies or engagement systems.

By integrating Fuze into its Belgian sportsbook environment, 711 aims to create a more interactive betting experience while remaining aligned with local legal obligations.

Executives highlight strategic importance of the agreement

Senior executives from both companies described the agreement as an important milestone within their broader commercial relationship and European growth strategies.

Matevž Mazij commented on the announcement, stating: “We are thrilled to have finalised this agreement to further strengthen our global relationship with 711. By supporting their entry into the Belgian sports betting market with our flexible PAM platform, Kambi’s world-class sportsbook and our proprietary Fuze™ engagement tools, we are providing 711 with a powerful, comprehensive solution to compete at the highest level. We look forward to going live just in time for the excitement of the World Cup.”

Mazij’s comments underline Bragg Gaming Group’s strategy of positioning itself as a technology and platform provider for regulated gaming operators seeking scalable solutions across multiple verticals including casino gaming and sports betting.

Meanwhile Gilles De Backer emphasized the significance of the expansion for 711’s long-term development within Belgium’s online betting market.

De Backer stated: “Signing this agreement to expand our Belgian footprint with the upcoming launch of 711sports.be is a pivotal moment for our brand. Having already seen great success with our casino offering via Bragg’s platform, it was a natural choice to extend our partnership for the sportsbook.

“The addition of Kambi’s leading sportsbook technology and Bragg’s Fuze tools ensures that 711 will be well-positioned to execute its core identity and strategy in the Belgian sports betting market by aiming to provide the best user experience, competitive odds and strong player-focused features. The launch is also perfectly positioned for the increased sportsbook momentum we expect during the World Cup.”

The statements from both executives suggest that the partnership is intended not only as a technology integration but also as a long-term strategic collaboration focused on strengthening market positioning in Belgium and potentially other regulated jurisdictions.

Competitive pressure continues in regulated European markets

The agreement arrives during a period of continued competition and consolidation across Europe’s regulated online gaming industry. Operators and technology suppliers are increasingly pursuing integrated partnerships that combine sportsbook functionality, casino content, player engagement tools and compliance infrastructure under a single framework.

For Bragg Gaming Group, the expansion reinforces its presence within Belgium while also highlighting its broader strategy of supplying technology solutions to regulated operators internationally. The company has continued to focus on Player Account Management systems, proprietary gaming content and engagement technologies as core components of its commercial offering.

For 711, the sportsbook launch represents an opportunity to diversify its Belgian operations beyond online casino gaming and capitalize on increased consumer interest surrounding major sporting events.

The use of established third-party sportsbook technology from Kambi may also provide operational stability and scalability as the platform enters a competitive market environment where customer experience, reliability and compliance standards remain essential factors.

Industry observers continue to monitor how operators adapt to evolving European regulations while maintaining sustainable commercial growth. Partnerships involving established platform providers and regulated operators have become increasingly common as companies seek operational efficiencies and market expansion opportunities.

Conclusion

The expanded partnership between Bragg Gaming Group and 711 marks another notable development within Belgium’s regulated online gaming sector. By combining Bragg’s Player Account Management platform, Kambi’s sportsbook technology and the Fuze engagement suite, the companies are positioning themselves to strengthen their presence in the Belgian market ahead of the 2026 FIFA World Cup.

The agreement also demonstrates the growing importance of integrated gaming ecosystems where sportsbook operations, casino products and player engagement technologies operate within a unified regulated framework. As European gaming markets continue evolving under tighter compliance requirements and increasing competition, partnerships of this nature are likely to remain an important feature of the industry landscape.

For 711, the sportsbook launch represents a strategic expansion designed to complement its existing casino operations and broaden its appeal among Belgian consumers. For Bragg Gaming Group, the deal reinforces its role as a technology provider supporting regulated operators across multiple gaming verticals.

The success of the initiative will ultimately depend on execution, regulatory compliance and the ability to deliver a competitive user experience in one of Europe’s closely monitored gaming markets.

FAQs

What is the new agreement between Bragg Gaming Group and 711 about?
The agreement expands the existing partnership between Bragg Gaming Group and 711 in Belgium and supports the launch of a new online sportsbook platform.

Who will provide the sportsbook technology for 711?
Kambi Group will provide the sportsbook technology through its Turnkey Sportsbook solution.

What licence did 711 obtain in Belgium?
711 obtained an F+ licence from the Belgian Gaming Commission which allows the company to operate sports betting services.

Does 711 already operate in Belgium?
Yes. 711 has operated an online casino platform in Belgium under a B+ licence since December 2025.

What role does Bragg Gaming Group play in the partnership?
Bragg Gaming Group provides the Player Account Management platform and engagement technology tools for the sportsbook operation.

What is the Fuze engagement toolset?
Fuze is Bragg Gaming Group’s proprietary engagement platform that includes features such as tournaments, quests and promotional tools.

Will the sportsbook and casino operate together?
Yes. The companies plan to offer a unified portal where users can access both casino games and sportsbook services.

Why is the launch timed before the 2026 World Cup?
Major international sporting events often increase betting activity and operators typically seek to strengthen their market position ahead of such tournaments.

Will the sportsbook comply with Belgian regulations?
The companies stated that all engagement tools and promotional activities will operate in accordance with Belgian regulatory requirements.

Why is this partnership significant for the Belgian gaming market?
The partnership highlights ongoing growth and technological development within Belgium’s regulated online gaming and sports betting industry.