Push Gaming, a London-based B2B game studio, has made its mark in the regulated online gaming market in Spain by teaming up with operator Bally's Interactive to distribute content. The partnership lets Bally's Interactive sell a wide range of Push Gaming's games, from classic hits like "Jammin' Jars" and "Wild Swarm" to newer releases like "Wild Swarm Triple Hive."
The move adds on the already existing partnership between the two companies in the UK market, which is very competitive. It shows that Push Gaming wants to expand its presence in important regulated European markets.
The iGaming Market in Spain Is Growing
Push Gaming said that the launch in Spain fits with its overall business plan of making content for different types of players and controlling areas. The company says that statistics from the Spanish regulator Dirección General de Ordenación del Juego (DGOJ) shows that the country's gross gaming revenue (GGR) reached €1.45 billion in 2024, a 17.6% increase from the year before. Online casinos made up €730.7 million of that total, and online slot machines added €472.2 million.
Push Gaming says that the Spanish market is a big chance for them, especially if they use a localisation strategy and work with an operator partner that already has a lot of customers.
The Highest Quality and Most Entertaining Casino Content
Joanna Wren, Senior Commercial Operations Manager at Push Gaming, said, "Launching our portfolio in Spain with Bally's Interactive is another step in our growth in Europe." Strengthening our relationship with this top-tier operator gives us more faith that we will do well in the area in the future. Our goal is to get a big portion of the market by making our games appeal to a wide range of players while keeping the great quality we are recognised for.
Bally's Interactive's choice to include Push Gaming's content fits with its goal of giving Spanish gamers "the highest quality and most entertaining casino content". Richard Harris, the CCO of Bally's Interactive, said that the success of Push Gaming's games in the UK gives them confidence in the Spanish market.
Partnership Signals Broader Industry Trends
The relationship is good for both companies: Push Gaming gets to enter a regulated and developing industry, while Bally's gets a unique content portfolio that has worked well in another big market (the UK). The purchase shows a trend in the gaming sector where B2B gaming vendors strive to obtain more business by targeting regulated European markets with custom content and localisation strategies.
Push Gaming seems to be following a layered expansion strategy beyond this immediate step. Earlier announcements included entering Switzerland through a collaboration with Grand Casino Baden and launching new game categories under the "Push Originals" brand.
Positioning for Growth in Europe’s Regulated Markets
As Push Gaming makes the most of its new collaboration in Spain, the most important things to keep an eye on will be how engaged players are with its games, how well it converts and retains players in Spain, and how rapidly it can expand its localisation and regulatory compliance efforts in other regions. Bally's Interactive will only be successful if the new material appeals to Spanish players and brings in more money than the company's current games.
In light of the changing iGaming scene in Europe, this partnership shows how regulated areas like Spain still draw investment from both operators and providers. Push Gaming is now working with a top-tier partner, which puts the company in a good position to take advantage of Spain's growing online slots and digital casino services.
Industry Momentum Builds as 1X2 Network Also Joins Bally’s Portfolio
Also, in the past week, 1X2 Network has teamed up with Bally's Interactive. This shows that the operator is becoming more appealing to content providers that want to get into regulated markets. This dual-agreement trend emphasises how operators and suppliers alike are focusing on developing through established, complying nations rather than less controlled channels. Read the related article in this post.