Pragmatic Play Powers Midnite’s Branded Live Casino Expansion

Pragmatic Play has unveiled a significant step in its live casino strategy by rolling out its Smart Studio technology to the UK operator Midnite. The collaboration marks a pivotal moment for both companies, as it highlights Midnite’s growing presence in the live gaming space while underscoring Pragmatic Play’s continued focus on delivering tailored, operator-centric solutions.

With Smart Studio, Midnite can brand and customize fan-favorite live casino titles such as Blackjack, Blackjack X, Roulette, and Auto Roulette. This level of personalization provides the operator with a fully branded, cohesive environment that integrates seamlessly with its existing platform. Unlike traditional dedicated setups, the Smart Studio model allows multiple brands to share the same tables, resulting in faster deployment and reduced operational costs.

Midnite, licensed in the UK and known for its sportsbook and casino services, has been positioning itself as a forward-thinking disruptor in the betting industry. By adopting Pragmatic Play’s technology, the operator is expanding into the live casino vertical in a way that resonates with its identity as a modern, tech-driven brand.

Chelsea Pinho, Senior Casino Manager at Midnite, emphasized the importance of this milestone for the company, stating: “Midnite is being crafted to give sports fans the best possible betting and gaming experience and 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.”

This move allows Midnite to elevate its offering while ensuring its audience experiences live gaming in a setting that reflects the brand’s distinct look and feel.

Pragmatic Play’s Smart Studio solution has been designed to empower operators with tools that combine flexibility, efficiency, and brand identity. Irina Cornides, Chief Operating Officer at Pragmatic Play, noted: “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, making it the perfect choice for many operators. We’re thrilled to support Midnite as they continue to expand their offering and elevate the player experience in the UK.”

This strategy demonstrates Pragmatic Play’s commitment to helping partners stand out in competitive markets through branded experiences that drive stronger engagement. Beyond Smart Studio, Pragmatic Play supports its live casino partners with multilingual interfaces, promotional tools, 24/7 assistance, and a host of custom features designed to enrich the operator-player connection.

Top Roulette casinos

up to

£30

Overall Rating

92

Visit Casino Read Review

100% up to

₹15000

Overall Rating

91

Visit Casino Read Review

100% up to

€100

+ 50 Free Spins

Overall Rating

88

Visit Casino Read Review

The partnership comes at a time when Pragmatic Play is also diversifying its live casino portfolio with innovative game releases. Its latest launch, Dice City, blends the familiarity of a classic board game with the thrill of a live casino show. Built on a 6×6 grid, players place wagers on one of six positions, after which a pair of dice determines the winning tile. Outcomes may result in instant prizes or trigger one of three unique bonus rounds: Dice Battle, Lucky Drop, and Boom or Bust.

Since acquiring Extreme Live Gaming in 2018, Pragmatic Play has rapidly expanded its live dealer portfolio to sit alongside its already prolific lineup of slot and bingo titles. The company now positions itself as a one-stop provider for operators, delivering an extensive content suite accessible through a single API integration.

Currently, Pragmatic Play maintains a high production cadence, rolling out up to eight online slot titles each month. This steady stream of new releases ensures global operators can consistently provide fresh entertainment to their players while benefiting from reduced integration complexity. The multi-product strategy strengthens platform variety and helps operators cater to the diverse preferences of modern audiences.

Source:

, pragmaticplay.com, August 20, 2025.