Bragg Gaming Group (NASDAQ: BRAG) has launched the first title from its newly established game development studio, Atomic Slot Lab, directed by U.S. industry veteran Doug Fallon. Initially launched in select European iGaming markets through the ORYX Hub distribution platform, Egyptian Magic will reportedly be available in the U.S. later in the year.

All subsequent titles from the latest addition to Bragg’s portfolio of real money gaming (RMG) brands will be accessible through the ORYX Hub distribution platform.

Customized content:

In addition to instant cash wins, the inaugural release, which is “set to be an instant classic,” features four jackpots, including Mini, Minor, Major and Grand, along with a Free Spins Bonus and Hold & Respin feature.

Everything about the slot game, from its “classic theme and elaborate visuals” to “captivating mechanics and an outstanding overall experience” has been tailored to suit the preferences of players in U.S. and European markets. For the latter, Atomic Slot Lab developed the game with 25 paylines and a higher average feature win and increased volatility, while the U.S. version was created with 50 paylines with higher hit frequency and slighty lower overall volatility.

Commenting on the launch via company press release, Doug Fallon, Bragg’s Group Director of Content and founder of Nevada-based Wild Streak Gaming, said Egyptial Magic, the first title from their new game development studio demonstrates their “strategic focus” on developening “high-quality” content that is “customized to meet the engaging entertainment features players in various iGaming markets favor.”

Market specific:

Fallon, who is a renowned land-based slot designer with over two decades of industry experience, explained that “through years of experience” they have “learned what content players want and have tailored their math, features and themes to the preferences in specific markets.”

He added that Atomic Slot Lab will draw on their “knowledge of the U.S. market and coupled with Bragg’s expereince in Europe,” they’ll focus on delivering the “highest quality” online games to slot players around the globe.

“We are very excited to release Egyptian Magic, which was developed to appeal to a wide demographic of players as we introduce our online casino content on both sides of the Atlantic.”

Wild Streak purchase:

Before founding Wild Streak Gaming, Fallon held several executive marketing and design positions with Australian gambling company Aristocrat Leisure Limited for more than 11 years. He joined Bragg as Managing Director of Group Content upon closing of the company’s acquisition of the Las Vegas-headquartered studio in June 2021 in a deal worth $30 million.

Atomic Slot Lab joins the Toronto and New York-listed gaming supplier’s growing portfolio of RMG brands, including ORYX Gaming and the Las Vegas-based content creation studio.

Novibet deal:

In related news, Bragg expanded its partnership with online casino and sports betting operator Novibet, which has rolled out ORYX’s content including exclusive titles from German online casino games developer Gamomat, along with Armenia-based studio Peter & Sons, in addition to those developed by the Slovenian iGaming solution provider’s in-house studio and is now accessible to its customers in the UK.  Local players will now also be able to enjoy Egyptian Magic.