At AskGamblers, we love sitting down with the people shaping the future of iGaming - and today’s guest does exactly that.
We caught up with Niklas Mravlje, Director of Product Marketing at Bragg Gaming, to talk about the creative duel between Bragg’s two in-house studios, Atomic Slot Lab and Indigo Magic, the mechanics that never made it, unexpected hits, and what players can look forward to as 2026 approaches.
From “frenemy” studio dynamics to near-mythical slot universes and math models that take 300 hours to perfect, Niklas pulls the curtain back on where innovation really begins.
Studio Personalities, Rivalries & Multiverse Energy
Be honest: which one’s the rockstar and which one’s the genius who actually makes sure the show starts on time?
It's tough to make a decision on this, as we have watched both of these studios grow from an idea to what they are today - TWO established brands!
If I had to, however, I would say Indigo is the “Glory Hound”, while Atomic is our consistent, robust money-maker.
Indigo Magic always focused on the art and the beauty of the games, allowing them a very high attraction factor when the games were initially released. Generally, these games generate a lot of hype with the streaming communities and appeal to a younger player base. This glory is a double-edged sword, as the younger player base can often go looking for the best new thing, which results in a lower retention value over time.
Atomic Slot Lab is the exact opposite - math and engine-driven, making the art more practical than the focus of a game. But it's that strong engine that truly makes the games shine. Regular players and VIPs recognise the fair math models and attainable max wins that the games offer, making them frequently return to the games.
While the initial results might be slightly lower than with Indigo games, it's the value that these games generate over time that makes them unique and powerful. Many Atomic games only decline 20-30% from their first month performance after as long as six months. It's that value delivered over time that makes ASL a must-have provider for players and operators alike.
Both studios have names that sound like Marvel origin stories - Atomic, Magic… Is Bragg building a gaming multiverse?
In a way, we are. That was a big driver behind the way we planned the studios. In many ways, players don’t necessarily connect with the studio brand; many connect with a game. Their favourite game. If you, as a game maker, can therefore connect multiple games into a universe (examples would be Connect and Collect, Dragon Power and the upcoming Dollars & Dreams) that allows you to offer players more. And more importantly, it allows you to offer the player a wider selection of things they will like.
Do the two studios ever compete? Like, who can make the next big hit, or who gets BRAGGing rights at the office party?
There is certainly competitiveness there, but more in a frenemies type way. The studios actually complement each other nicely, as they target different markets and appeal to different player groups.
We make a point to do content sessions, which are shared, to gain insight, market trends and benefits for both. So while they compete in certain markets, they complement each other and allow Bragg to capture a wider audience in many others.
Magic & Behind-the-Screens Alchemy
Bragg’s games are famous for wild features and surprises. What’s one game idea you loved that never made it past the whiteboard?
There was one mechanic, but we just could not make it work. I loved it, and it's such a shame we could not get the math to work. The precursor to our connect and collect mechanic. Inspired by the Japanese “Shishi-Odoshi” (bamboo waterfall), the idea was to have various “Sozu” (bamboo tubes) connect to each other and allow the water to flow across the slot, and eventually connect to a prize.
Unfortunately, we just could not get the math to work; it had to be simplified. However, having the privilege of playing a demo version of that game is something that stayed with me, and I’m still hopeful that day we manage to connect the game.
What’s your favourite “happy accident” from a game in development?
It's not so much an accident as luck. One of our recent games was called Thunder Blitz. We have been developing this game with one market in mind. This was The Netherlands. Upon release, the game did ok in the Dutch market. However, when we released the game in the USA, it exploded.
By far the highest performing game we released thus far. Showing that sometimes you can have a great plan, but a little luck helps you carry you across the line. All this means for our teams is that we pivoted the entire series we had planned towards the North American markets.
Which takes longer: building the math model for a new slot, or choosing the perfect background music loop?
Hehe, the math model all the way. These things can last up to 300 hours or even more to build. Imagine it like the car engine. It's the most important part. Sure, the design of the car and its colour matters and has to connect with the player, but the math is the root of the game; without a good root, the tree dies, regardless of how beautiful it is.
Player Trends, Game Trivia & the Road to 2026
Vegas-style volatility or European storytelling – which one wins more hearts these days?
It's not one or the other; many times, it's the best of both worlds.
The most important thing to remember is who you are building the game for. As with any other product, the player/user is the one who decides. If you are targeting an older audience, the RTP and volatility will matter more, whereas the younger player base is looking to be entertained, getting more for their money. Being able to offer both is what sets Bragg apart from many others.
Give us a little inside trivia. What’s the Bragg title that turned into an unexpected player favourite?
Cai Fu - emperor's ways - an Asian-themed title we released back in 2023, via Atomic Slot Lab, got us really worried, as the feedback we got was that the European markets don’t like or feature Asian themed slots. The result, however, was the complete opposite; the game became our highest performing game of 2023 and still one of the highest performing games to date - the player's chosen emperor! 😉
Every slot has its bonus round. What’s Bragg’s bonus round for 2026? Is there some reveal we should keep an eye out for?
The big one for us, at least in the first half of 2026, will be our Dollars & Dreams series. This is going to be a bolt-on feature, which will potentially activate on losing spins and allow the players to win up to 4000x. Turning a negative experience into a positive one. Definitely one to look out for (include some D&D details).
And finally, complete this sentence: 2026 will be the year Bragg…
...expands and solidifies its presence globally. Reaching even more players globally and introducing them to its stellar pantheon of casino brands!🙂
A huge thank-you to Niklas and the Bragg team for taking us behind the curtain, and occasionally behind the math model. With two studios firing on all cylinders, bold new universes connecting across titles, and a Dollars & Dreams feature on the horizon, 2026 is shaping up to be a defining year for Bragg.
