Bragg and Kambi to power 711 sportsbook in Belgium
Table of contents
- Bragg Gaming Group has signed a definitive agreement to expand its partnership with 711 Group to include an online sportsbook launch in Belgium, powered by Kambi’s Turnkey Sportsbook.
- The launch follows 711 Group securing an F+ licence from the Belgian Gaming Commission to offer online sports betting, with go-live timed ahead of the 2026 FIFA World Cup.
- Bragg’s Fuze player engagement toolset will be deployed across the new Belgian sports vertical for the first time.
Bragg Gaming Group (NASDAQ: BRAG, TSX: BRAG) has signed a definitive agreement to expand its partnership with 711 Group into sports betting in Belgium, with Kambi’s Turnkey Sportsbook set to power the new 711sports.be product ahead of the 2026 FIFA World Cup, which kicks off in June.
The expansion builds on a relationship that began in the Netherlands, where Bragg has provided its Player Account Management (PAM) platform to 711.nl since April 2022. The Belgian online casino offering under 711.be, also powered by Bragg’s turnkey solution, including its PAM platform and related content and engagement tools, launched in December 2025.
Belgian sportsbook launch
The new sportsbook will run on Kambi’s Turnkey Sportsbook, integrated directly into Bragg’s PAM platform. Players visiting 711.be will be presented with a unified portal allowing them to navigate between the existing casino and the forthcoming sportsbook vertical via 711sports.be.
711 Group holds a B+ licence for its 711.be online casino operations. It has now secured an F+ licence from the Belgian Gaming Commission to offer online sports betting in the market.
The deal also marks the first deployment of Bragg’s Fuze™ toolset across a Belgian sports vertical. Fuze™ features include real-time tournaments, quests and promotional tools, all to be implemented within Belgium’s regulated framework, under the Belgian Gaming Commission’s oversight.
World Cup timing
The go-live is scheduled ahead of the 2026 FIFA World Cup, positioning 711sports.be to capture elevated betting activity during the tournament.
Matevž Mazij, Chief Executive Officer at Bragg Gaming Group, said:
“We are thrilled to have finalized 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.”
Gilles De Backer, Chief Operating Officer at 711, said:
“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 agreement extends the three-year deal signed in December 2025, which included provisions for potential future joint launches across additional regulated markets.
Market implications
The deal continues a pattern of B2B suppliers using turnkey partnerships to help operators scale across borders. For Bragg, the Belgian sportsbook adds another PAM contract to a portfolio spanning multiple regulated markets globally.
For Kambi, the agreement deepens an existing commercial relationship. The company already powers the 711.nl sportsbook in the Netherlands through the same tripartite arrangement. With the World Cup approaching, securing live integrations ahead of the tournament represents a key commercial opportunity for both the supplier and operator.
Operators and investors will be watching how 711sports.be performs in Belgium’s strictly regulated environment, particularly given the Belgian Gaming Commission’s enforcement stance. The rollout of Fuze™’s engagement features within that framework will serve as an early example of how gamification tools can be deployed in a regulated European market.
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