Pragmatic Play has expanded its live casino content to Sky Vegas， a UK gaming brand.

The move allows Sky Vegas players in the UK to access titles such as Vegas Ball Bonanza and Sweet Bonanza CandyLand， as well as traditional live games like Blackjack and Roulette.

Irina Cornides， Pragmatic Play COO， said “Sky Vegas is a natural home for Live Casino content from Pragmatic Play. We’re already supplying our popular Slots to the UK-based operator and now Sky Vegas players can experience the very best of our live portfolio， which includes original game shows such as Treasure Island in addition to classic card and table games.”

The partnership follows Pragmatic Play's recent agreements with industry players like Niké， Gaming Platforms and Circus.

Philippa Ayres， Head of Content at Sky Gaming， added: “Seeing how well our players have engaged with Pragmatic Play’s Slots，Online Casino Games we are confident they will love Live Casino games such as Mega Wheel and Boom City. We’re delighted to extend our strong partnership with Pragmatic Play by bringing their outstanding live content to Sky Vegas.”

In other industry news， Pragmatic Play has partnered with Betcris， focusing on Latin America. The collaboration spans three verticals – slots， live casino and virtual sports – offering Betcris customers access to various gaming options， including established and new titles.

Sky Vegas has also launched an advertising platform and campaign， aiming to challenge traditional industry norms. The campaign， titled 'Play. It’s why we’re here.'

It plans to emphasise the player experience over the typical focus on winning. Sky Vegas is attempting to connect with players on a more relatable level by showcasing both wins and losses in its advertising materials.