Pragmatic Play has introduced its Smart Studio technology to Midnite, giving the operator in the United Kingdom a powerful upgrade to its live casino portfolio. The new addition allows Midnite to present some of Pragmatic Play’s most popular live titles with a tailored look and feel that reflects its brand identity.
Branded Live Casino Experience
Through Smart Studio, Midnite can now offer customised versions of Blackjack, Blackjack X, Roulette and Auto Roulette. Instead of players seeing a generic live casino background, the setting now mirrors Midnite’s brand style. This means a more consistent user journey, where the transition from sportsbook to casino feels smooth and instantly recognisable.
Smart Studio works by layering a brand’s visual identity over existing live casino tables. It allows operators to personalise the experience without needing an entirely separate studio. For Midnite, this makes it possible to move quickly while still keeping costs in check. Players gain a sense of exclusivity, while the operator gains flexibility in how it showcases content.
A Strategic Move for Both Sides
For Pragmatic Play, this rollout demonstrates the company’s intent to expand its live casino influence by delivering solutions that strengthen operator branding. By letting Midnite adapt proven titles to its own style, Pragmatic Play helps the operator stand out in a competitive UK market.
For Midnite, the deal enhances its overall entertainment package. Known primarily for sports betting, Midnite is now building a stronger presence in the live casino sector. The branded experience supports its wider strategy of engaging players with a seamless mix of betting options and gaming formats.
The collaboration also speaks to a broader trend in iGaming where operators look beyond just offering popular titles. Presentation and identity matter as much as the games themselves. Players increasingly expect live casino environments that feel unique, and Smart Studio gives Midnite exactly that advantage.
Both companies see this as a forward step. Pragmatic Play secures another partner that showcases its technology, and Midnite strengthens its position with a more polished, branded live casino floor. As competition in the UK market intensifies, the ability to offer tailored experiences is becoming just as important as the size of the game library.
