Pragmatic Play, a leading content provider to the iGaming industry, has extended its partnership with Madison Casino with four branded live casino tables as part of a new content agreement.
The Belgian operator, fully licensed by the Belgian Gaming Commission (licence B+3320), is now live with a dedicated Blackjack X and three additional Auto Roulette Smart Studio tables, each customised to reflect the brand’s identity.
Broadcast from a state-of-the-art live casino studio, the new branded tables utilise Pragmatic Play’s advanced customisation capabilities to deliver high-quality live casino environments that reflect operator identity and meet Belgian regulatory requirements.
The dedicated Blackjack X table offers enhanced features and immersive gameplay, while the three custom tables benefit from advanced technology to create a premium, brand-consistent experience.
The launch adds to Pragmatic Play’s growing network of branded live casino environments, created to assist operators with scalable, customised solutions across various markets.
Mark Maislish, Chief Revenue Officer at Pragmatic Play, said: “We’re proud to partner with Madison Casino and support its ambitions in the Belgian market. The launch of four branded live casino tables, including a dedicated Blackjack X table, demonstrates our commitment to providing a range of flexible customisation options that enhance operator identity and player engagement. These include both Smart Studio and fully dedicated environments.”
Michel Thomas at Madison Casino added: “Madison Casino’s priority is to provide a secure, fast, and fully Belgian gaming experience.
“Partnering with Pragmatic Play allows us to introduce high-quality branded tables that reflect our identity and meet our players’ expectations. We’re excited to bring this new live casino offering to market and look forward to expanding our collaboration further.”
Industry Perspective
This partnership expansion highlights the increasing demand for branded live casino environments in regulated European markets. As operators seek differentiation in competitive jurisdictions like Belgium, customised live dealer tables have become a strategic tool for enhancing brand recognition and player loyalty.
Pragmatic Play’s dual approach—offering both Smart Studio and fully dedicated table options—addresses varying operator needs across budget and customisation levels. For Madison Casino, a locally-licensed Belgian operator, the branded tables provide a localised gaming experience that aligns with the market’s regulatory framework and player preferences.
The Belgian market, with its strict licensing requirements under the Belgian Gaming Commission, represents a key testing ground for live casino technology providers. Pragmatic Play’s ability to deliver compliant, customisable solutions positions the supplier competitively as European operators increasingly prioritise branded content that meets both regulatory standards and player engagement objectives.
