London, UK – UK sportsbook and casino operator Midnite has unveiled a new suite of branded live casino tables through Pragmatic Play’s Smart Studio. The move signals a strategic step in strengthening its brand presence across the online casino market.
Hassle-Free Branded Content
Smart Studio allows operators to personalise Pragmatic Play’s flagship live titles. This includes branding and visual identity, without the heavy cost or time investment of building a dedicated studio. For Midnite, customised versions of Blackjack, Blackjack X, Roulette and Auto Roulette that include Midnite branding.
The decision highlights a larger trend in the live sector. Operators are striving for brand differentiation in shared environments. At the same time, they continue to benefit from high production quality and round-the-clock support.
Pragmatic Play’s Position
The deployment reinforces Pragmatic’s strategy to provide partners with the flexibility to customise live casino products for regulated markets. In addition to branding, the suite includes integrated promotional tools, multilingual support, and scalable integrations.
Irina Cornides, Chief Operating Officer at Pragmatic Play, said:
“At Pragmatic Play, we’re committed to providing our partners with solutions that work best for them. Smart Studio reduces the cost and setup time associated with creating branded environments in live casino. We’re thrilled to support Midnite as they continue to expand their offering and elevate the player experience in the UK.”
Midnite’s Brand Ambitions
The launch positions Midnite as a tech-led challenger brand targeting sports fans with a seamless betting and gaming product. Fully branded tables extend that identity into the live casino vertical, enabling Midnite to consistently connect with its audience across sportsbook and casino.
Chelsea Pinho, Senior Casino Manager at Midnite, commented:
“Midnite aims to deliver the best betting and gaming experience for sports fans. This partnership with Pragmatic Play represents a significant milestone for us.”Launching our own fully branded Live Casino suite gives us the tools to engage players in a way that’s authentic to the Midnite brand.
“The design, quality, and functionality of these games speak volumes, and we’re excited to bring a new level of immersive entertainment to our players.”
The Bigger Picture
Customisation has long been a differentiator in live casino. Smart Studio Live shifts the economics, with branded live casino games more accessible. For Midnite, the partnership provides brand presence in the highly competitive UK market. For Pragmatic Play, it’s another example of the push to combine scalable technology with localised brand control.