Bragg Gaming Group has announced the integration of Salesforce as its foundational customer relationship management (CRM) platform, marking a significant step in the company’s strategy to enhance global operations, strengthen partner engagement and accelerate growth across regulated markets worldwide.
The new CRM infrastructure will streamline how Bragg manages partnerships, commercial opportunities and operational workflows across its international footprint. By unifying key business processes on Salesforce, the company aims to improve lead management, optimise order processing, and reinforce its already robust legal and compliance frameworks, critical components in the highly regulated global iGaming industry.
“Implementing Salesforce as our core CRM platform represents an important milestone in our operational evolution. As our business continues to expand across markets and partnerships, having a scalable, unified platform allows us to move faster, collaborate more effectively, and deliver even greater value to our partners,” said Neill Whyte, Chief Commercial Officer at Bragg Gaming.
“Bragg Gaming Group’s commitment to innovation and operational excellence makes it a strong fit for Salesforce. Together, we’re helping create a connected platform that empowers Bragg to strengthen partner relationships, improve operational visibility, and accelerate growth across its international business,” said Sasha Rovinsky, Regional Manager Adriatic Region at Salesforce.
The Salesforce integration will enable Bragg to:
• Accelerate lead conversion and partner onboarding through streamlined sales workflows
• Enhance order and account management for improved operational efficiency
• Strengthen legal and compliance processes to support growth in regulated markets
• Expand affiliate marketing capabilities to drive partner performance and player acquisition
• Improve global collaboration across commercial, compliance and operational teams
By centralising critical operational data and processes, the platform will also provide deeper insights into partner performance, market opportunities and operational metrics, supporting a network of 250+ operator partners across 30+ regulated jurisdictions and enabling Bragg to make faster, data-driven decisions as it continues to scale 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 serving as the central platform of its partner and operational ecosystem, Bragg is positioning itself to deliver greater speed, transparency and security across its global partner network.
