Live dealer casino platform Ezugi has deepened its ties with Bally’s Intralot in the UK, forging a new high-profile partnership. The deal brings a selection of Ezugi’s live and RNG titles to Bally’s UK-facing platform, mirroring similar collaborative efforts across North America. Through this partnership, Ezugi maintains considerable momentum in its expansion-focused strategy.
The Two Companies Share a Close Relationship
The high-profile collaboration centers on a fully branded version of Ezugi’s EZ Marble Race, designed specifically for Bally’s Intralot. The game leans into a retro arcade aesthetic, reworking the familiar marble race format with a pinball-inspired design. While minor, the shift helps the title establish a unique identity without drastic shifts in mechanics. For Ezugi, the customization signals a willingness to tailor content to partner needs.
The agreement also extends beyond this single headline title. Ezugi’s live dealer offerings now include roulette and blackjack variants as well as hybrid formats that combine automated systems with traditional casino games. The company aims to offer increased choice while keeping players engaged across different formats and pacing styles.
“Ezugi games have been well-received by our players. It was a natural step to add unique Ezugi content to our UK online offering.”
Christel Marioni, Bally’s Intralot VP of commercial partnerships
This latest move deepens an existing partnership. Ezugi has previously collaborated with Bally’s Corporation to supply digital content in Ontario and New Jersey, demonstrating the platform’s willingness to navigate different regulatory environments. Such expertise and familiarity were invaluable for the UK launch, allowing the two companies to achieve seamless integration.
Ezugi Focuses on Targeted, Operator-Specific Content
The timing of this deal is significant for Bally’s Intralot, as the company maintains its focus on combining lottery infrastructure and online gaming into a more unified offering following the merger between Intralot and Bally’s International Interactive. Adding localized, branded casino content can give it an edge in the UK’s highly competitive market, where a distinct brand identity is crucial.
Meanwhile, Ezugi continues to leverage its adaptability. Since becoming a part of Evolution, the platform has refined its business model to complement its parent company’s premium live casino portfolio. While evolution focuses on high-profile, mass-appealing offerings, Ezugi has focused on titles that can match regional tastes or specific operator needs.
“It’s fantastic also that the Ezugi and Evolution brands are such a big part of Bally’s online growth plans in the UK and North America.”
James Robert Smith, Ezugi head of commercial (EU) & strategy
Ezugi’s flexible approach has helped it secure a growing list of partners. A recent agreement with bet365 has empowered the operator by providing cutting-edge live casino games across the USA and the UK. The Bally’s partnership further cements Ezugi’s reputation for reliability by introducing bespoke branding, helping operators remain distinct even in a crowded market.
