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Pragmatic Play deploys its Smart Studio technology in the United Kingdom with operator Midnite.
Smart Studio makes it possible to customize Live Casino tables (Blackjack, Blackjack X, Roulette, Auto Roulette) in a fast and cost-effective way.
Midnite, a British operator licensed by the UKGC, positions itself as an iGaming disruptor, targeting a new generation of bettors.
The British online gaming market is estimated at £14 billion in 2023 (Statista), and live casino is expected to grow by +12% per year in Europe until 2027 (H2 Gambling Capital).
The executives (Irina Cornides - Pragmatic Play, Chelsea Pinho - Midnite) emphasize cost reduction, brand consistency, and a premium immersive experience for players.
The United Kingdom has long been one of the epicenters of regulated online gaming. With a value estimated at £14 billion in 2023 (Statista), it constitutes a strategic playground for iGaming suppliers and operators. In this ultra-competitive context, Pragmatic Play continues its expansion by sealing a partnership with Midnite, a British operator emerging as one of the new faces of betting and online casino.
At the heart of this collaboration: the deployment of Smart Studio, a technology designed to reinvent live casino by giving operators the possibility to customize their live tables with reduced time and cost.
The promise of Smart Studio is simple: to offer a tailor-made Live Casino environment, capable of reflecting the visual identity and personality of each brand, without the heaviness of a fully dedicated studio.
Thanks to this technology:
Several operators can share the same live table,
Each brand can display its graphic universe,
Production costs fall,
Time-to-market accelerates.
A flexible model that responds to the new reality of the sector: today’s players want more than a game of Blackjack or Roulette, they seek an immersive experience that speaks their language.
Midnite has applied Smart Studio to several Pragmatic Play live classics:
Blackjack
Blackjack X
Roulette
Auto Roulette
So many pillars of live casino which, once personalized, become a powerful tool of competitive differentiation.
Founded to appeal to tomorrow’s bettors, Midnite quickly carved out a reputation as a tech-driven operator, combining sports betting and online casino. Its target? A young clientele, accustomed to modern interfaces, demanding on ergonomics and immersion.
With its fully personalized Midnite Live Casino suite, the operator reaches a new milestone:
It diversifies its offer beyond sports.
It positions itself as a premium player in the UK market.
It adopts a future-oriented vision where brand authenticity becomes key.
A report by H2 Gambling Capital indicates that the live casino segment in Europe should grow by 12% per year until 2027. Midnite is therefore not making a simple marketing move: it aligns itself with a structural trend.
This partnership with Midnite is not an isolated act. Pragmatic Play is patiently building a strong presence in the UK and Ireland.
In March 2022, the company had already reinforced its footprint by signing with Admiral Casino, an established operator in the British market.
In August 2022, it continued with Hollywoodbets, integrating its games in both the United Kingdom and Ireland.
With Midnite, Pragmatic Play takes an additional step: that of advanced personalization and immersive branding.
An iGaming expert cited by EGR Global summarizes:
“Personalization is the future of live casino. Operators who know how to create a unique visual signature will have an advantage in player engagement.”
Irina Cornides (Pragmatic Play)
Irina Cornides, COO of Pragmatic Play, stresses the added value of Smart Studio:
“At Pragmatic Play, we are committed to providing our partners with the solutions that work best for them. Smart Studio reduces the costs and setup time associated with creating branded live casino environments, making it the ideal choice for many operators. We are delighted to support Midnite as it continues to expand its offering and enhance the player experience in the UK.”
Chelsea Pinho (Midnite)
For her part, Chelsea Pinho, Senior Casino Manager at Midnite, highlights the importance of authenticity:
“Midnite is designed to give sports fans the best possible betting and gaming experience, and this partnership with Pragmatic Play represents a major milestone for us. The launch of our own fully branded Midnite Live Casino suite gives us the tools to engage our players in a way that is authentic to the Midnite brand.
The design, quality, and functionality of these games speak for themselves, and we are excited to bring a new level of immersive entertainment to our players.”
For Pragmatic Play, Smart Studio is not just a product: it is a strategic building block in an industry where tailor-made experience becomes a key success factor.
For Midnite, it is a way to go from emerging operator to reference brand of online casino in the UK.
In a world where players demand immersion and authenticity, this partnership illustrates a fundamental trend: the end of standardized environments in favor of branded and coherent experiences, capable of captivating the new generation of bettors.
1. What is Pragmatic Play’s Smart Studio technology?
Smart Studio is a personalization solution developed by Pragmatic Play for live casino. It allows operators like Midnite to adapt the settings, visuals, and brand identity on shared tables (Blackjack, Roulette, etc.), while reducing costs and setup time compared to a dedicated studio.
2. Which games are included in Smart Studio at Midnite?
Midnite has integrated Smart Studio on four flagship Pragmatic Play live titles: Blackjack, Blackjack X, Roulette, and Auto Roulette. These classic table games now benefit from an immersive visual design, aligned with the Midnite brand identity.
3. Why is this partnership strategic for Midnite?
Midnite, a British operator licensed by the UKGC, wants to attract a new generation of bettors with immersive and modern experiences. Thanks to Smart Studio, it offers a branded Live Casino suite that allows it to compete with the biggest operators and establish itself as a disruptor of the UK iGaming market.
4. What are the advantages for Midnite players?
Players benefit from a consistent and immersive live environment, in Midnite’s colors, which strengthens the feeling of belonging. The experience is smoother, more authentic, and gives the impression of playing in an exclusive casino, while keeping the reliability and quality of Pragmatic Play’s titles.
5. What are the prospects for Live Casino in the United Kingdom?
According to H2 Gambling Capital, the live casino segment in Europe is expected to grow by 12% per year until 2027. In a British market estimated at £14 billion in 2023 (Statista), personalization through solutions like Smart Studio is set to become a key factor of differentiation and engagement.
Official and useful sources:
Pragmatic Play - Official site
Midnite - Licensed UK operator
