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Pragmatic Play partners with BET99 in Ontario.
Objective: strengthen its presence in the regulated Canadian market.
BET99 adds live games from Pragmatic Play to its catalogue.
Games offered: Roulette, Auto Mega Roulette, Speed Roulette, Speed Baccarat, Blackjack X.
Launch of 6 personalized Live Casino tables in BET99’s branding.
Use of Smart Studio technology for a tailored visual setup.
Gameplay remains identical to that of other platforms using these games.
Pragmatic Play continues its strategic expansion in North America.
Other recent partnerships: SPIN Casino (Canada) and Más 1x2 (Latin America) in July 2025.
The agreement aims to boost BET99’s brand visibility without investing in a dedicated studio.
The user experience is visually immersive, but technically shared.
The partnership fits into a strategy of agile and localized growth.
In the world of online casinos, some announcements hit like thunder. Others echo more subtly, like a well-played chess move. The partnership between Pragmatic Play and BET99, made official in July 2025, clearly belongs to the latter category. A strategic step, certainly, but with more nuance than impact at first glance.
At the heart of the deal: the launch of six personalized Live Casino tables for players in Ontario, powered by Smart Studio technology. The stated ambition is clear: to offer a more immersive, more engaging gaming experience, one that’s more aligned with BET99’s brand image. But in reality, how much does this collaboration really change for players?
On paper, the offer is strong. BET99 users now have access to a selection of Pragmatic Play’s most popular live games:
• Roulette, in Auto Mega and Speed versions
• Speed Baccarat, fast-paced and efficient
• Blackjack X, ideal for players who enjoy quick decisions
These titles are already well-known to seasoned online casino players. Their quality is not in question. But the truth is, there is nothing new under the sun in terms of gameplay or mechanics. The value of this announcement lies not in the games themselves, but in the packaging around them.
This is where Smart Studio enters the picture, a technology developed by Pragmatic Play that allows multiple operators to share the same table while customizing the visual interface.
It’s clever. Very practical. And clearly made for the age of branding. BET99 can display its own colors, logo, and backgrounds, as if it had a private studio, when in reality it’s a shared setup. The visual effect is certainly there. But should we talk about custom immersion, or rather a well-packaged illusion?
Because in truth, the dealer is the same for everyone. The game flow, identical. The only distinctive feature is the branding. A sort of marketing skin applied to a standardized product.
That’s the real question. For fans of sleek design and strong identity, the initiative makes sense. It can even strengthen the connection with a local brand like BET99. But for live gaming purists, there is no fundamental change to the experience.
The addition of six BET99-branded tables is a positive move for platform consistency, but it doesn’t revolutionize the interaction with the dealer, nor the features offered. In short, the outfit changes, but the game remains the same.
This partnership is part of a broader, targeted expansion by Pragmatic Play into regulated markets. In July 2025, the provider also signed two major deals:
• A partnership with SPIN Casino in English-speaking Canada
• A strategic agreement with Más 1x2 in Latin America
These alliances reflect Pragmatic Play’s desire to establish a local presence while relying on a centralized technical infrastructure. It’s a smart business model, but one that raises the question of whether the experiences truly feel personalized.
| Element | Objective analysis |
|---|---|
| Game quality | Excellent, but already familiar catalogue with no new features |
| Smart Studio technology | Innovative in appearance, but limited to visual customization |
| BET99 personalization | Purely visual. No impact on actual gameplay |
| Player experience | Enhanced aesthetics, but no change in pace, interaction, or substance |
| Competitive advantage | Strong for branding, weak for long-term player retention |
| Global strategy | Coherent expansion via flexible partnerships |
| Local market impact | Aligned with Ontario regulation, but lacks product differentiation |
The Pragmatic Play x BET99 partnership is far from insignificant. It represents a step toward greater segmentation in Live Casino, more accessible personalization for mid-sized operators, and a smart response to the demands of regulated markets.
But for now, the actual impact on the end user remains limited. To truly reinvent the live experience, it will likely require dedicated studios, exclusive mechanics, and richer player interaction.
When was the partnership between Pragmatic Play and BET99 announced?
The partnership was announced in July 2025, strengthening Pragmatic Play’s presence in the regulated Ontario market in Canada.
Does this partnership cover all of Canada?
No. It is specific to the province of Ontario, one of the first regulated online gambling markets in North America.
Which Pragmatic Play Live games are available at BET99?
Players can access several popular live table games from Pragmatic Play, including:
• Roulette
• Auto Mega Roulette
• Speed Roulette
• Speed Baccarat
• Blackjack X
What are BET99’s “customized tables”?
BET99 offers six Live Casino tables in its own branding using Smart Studio technology. The visual layout is customized (logo, background, design), but the gameplay is the same as on other platforms.
What is Pragmatic Play’s Smart Studio?
Smart Studio is a customization technology developed by Pragmatic Play. It allows multiple casinos to use the same live tables while displaying their own visual identity.
Is this technology exclusive to BET99?
No. Other operators can also use Smart Studio. Each casino has its own branding, but the gameplay is shared. These are not dedicated studios.
Does the gameplay change with this customization?
No. The rules, interface, game flow and dealers remain identical. Only the visual design varies depending on the displayed brand.
What is Pragmatic Play’s goal with this partnership?
Pragmatic Play aims to strengthen its visibility in Canada, promote its Smart Studio technology, and establish itself in regulated markets without creating 100 percent dedicated studios for each partner.
What is BET99’s benefit from this partnership?
Thanks to this partnership, BET99 can:
• Improve its brand image among players
• Offer a more immersive experience at a lower cost
• Position itself as a premium Live Casino operator in Canada
Does this customization offer a real advantage to players?
The benefit is mainly visual and marketing-related. Game features do not change. Immersion may be improved, but gameplay remains standardized.
Is this model expected to expand elsewhere?
Yes. Pragmatic Play has already signed other similar deals, notably with:
SPIN Casino (Canada) - July 2025
Más 1x2 (Latin America) - July 2025
This is part of a global strategy with targeted local deployments.
Does this partnership include exclusive content?
No. There are no new games or exclusive variants. The partnership is based on an existing selection, simply rebranded for BET99.
What are the weak points of this partnership?
• No new gameplay features
• Shared experience despite custom branding
• Limited exclusivity effect for experienced players
Where can you play Pragmatic Play games for free?
Demo versions of live table games are not available. However, many Pragmatic Play slot machines can be played for free on sites like Kynox Casino.
