Incentive Games partners with Bet365 for global launch of real-money game titles
Online casino games developer Incentive Games has partnered with online operator Bet365 to launch its real-money gaming titles worldwide, including in US states.
The first wave of real-money games supplied by Incentive Games will be available on Bet365 platforms this year, with additional releases to follow.
The collaboration underscores Incentive Games’ mission to provide its games globally, and follows recent license approvals in Michigan, Ontario, and the United Kingdom.
“Our partnership with Bet365 continues to go from strength to strength, and this real-money agreement is a natural evolution of our collaboration,” Ahmed Baker, Chief Commercial Officer at Incentive Games, said in a news release. “By deploying our games globally, including in key US jurisdictions, we bring together two teams focused on quality, innovation and sustainable long-term growth. We’re incredibly excited about what the future holds.”
The partners had previously collaborated in Brazil in January of last year, working together to launch Velocity, a crash game developed by Incentive Games and available on the Bet365 platform.
“Leveraging Incentive Studios’ expertise in real money gaming, we are thrilled to expand our relationship and further enhance our global casino offering,” a Bet365 spokesperson said in the release. “Customers worldwide will be able to enjoy this innovative addition to our portfolio of cutting-edge content.”
Charlotte Capewell brings her passion for storytelling and expertise in writing, researching, and the gambling industry to every article she writes. Her specialties include the US gambling industry, regulator legislation, igaming, and more.
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The Backstory
Why this tie-up matters now
Incentive Games’ move to supply real-money titles to Bet365 worldwide is the culmination of a methodical expansion that has paired product development with regulatory readiness. The company has been building toward pay-to-play distribution across key jurisdictions, including the United States and Canada, while deepening relationships with operators that can deliver scale. Bet365, with its global reach and active push into newly regulated markets, gives Incentive a fast lane to distribution at a moment when regional openings and competitive content pipelines are reshaping the online casino landscape.
The partnership also comes as operators seek content that converts sportsbook traffic into casino play and retains casual audiences. Real-money games with simple mechanics, strong mobile performance and proven engagement loops are gaining favor. By embedding its titles with a single operator across multiple markets, Incentive can test, localize and iterate quickly while tapping Bet365’s player base for data-driven optimization. The approach mirrors how leading content suppliers use dedicated tables or branded content to anchor operator relationships and defend share.
The stakes are clear: in a market where licensing gates and marketing costs are rising, distribution efficiency and regulatory alignment can be decisive. Incentive’s recent approvals and Bet365’s scale aim to compress time to revenue and smooth cross-border rollout risk.
Brazil as a proving ground
Incentive and Bet365 first stress-tested their collaboration in Brazil, which has emerged as a high-growth entry point for international operators. The pair launched Velocity, a pay-to-play crash game, in Brazil as Bet365 formalized its market entry in January after nationwide legalization took effect on Jan. 1. The launch gave Incentive an early read on acquisition and engagement tactics in a newly regulated environment and let Bet365 expand its casino offering with differentiated content tuned for local audiences.
That Brazil rollout coincided with Incentive securing technical clearances that improved its licensing profile. Soon after, the company announced full GLI certification across its game suite, RNG and remote services, paving the way for pay-to-play distribution. The milestone positioned the studio to offer its portfolio to licensed Brazilian operators, as detailed when Incentive Games entered Brazil’s pay-to-play market. For Bet365, working with a supplier advancing compliance across product and platform reduces integration friction and eases the burden of market-by-market validation.
The Brazil experience matters beyond Latin America. Crash and fast games have acted as funnel products in several markets, bridging sports and casino and giving operators tools to manage volatility in acquisition costs. Positive retention data from Brazil would support a broader rollout thesis and inform how Bet365 merchandises Incentive titles in the United States and Europe.
The regulatory map shapes the playbook
The trajectory for real-money gaming hinges on a patchwork of approvals. Incentive’s recent progress in Michigan, Ontario and the United Kingdom gives it a foothold in mature markets that prize compliance and responsible gaming features. That foundation matters as U.S. states vary in their treatment of skill games, RNG products and live dealer content.
The risks of regulatory whiplash are visible elsewhere. India’s clampdown on paid gaming has already erased revenue for leading operators. When lawmakers enacted the Promotion and Regulation of Online Gaming Bill, Dream11 warned of a 95% revenue hit and exited marquee sponsorships. The episode underscores how quickly rules can reshape P&L and marketing strategy, and why operators and suppliers seek diversified exposure across stable jurisdictions.
For Bet365 and Incentive, the strategy appears to prioritize licensed markets with predictable compliance paths, then scale content within those borders. That aligns with investor expectations for sustainable growth and with regulators scrutinizing game features, speed of play and player protection. It also favors partners able to adapt game mechanics and jackpots to local standards without extensive rebuilds.
Competition is raising the content bar
Exclusive content and branded environments are now table stakes for large operators. Competitors are racing to lock in dedicated experiences that differentiate their lobbies and drive loyalty. Games Global and its live studio OnAir Entertainment recently expanded with LeoVegas to deliver exclusive blackjack and roulette tables across Europe and Ontario. OnAir has also built bespoke tables for BetMGM and DraftKings, using branding tied to Las Vegas properties to anchor premium tiers.
In that context, Bet365’s broader rollout of Incentive’s real-money catalog looks like a bid to enrich its mass-market offer beyond live tables and slots. Casual-friendly formats, including crash and instant-win variants, can fill gaps in operator portfolios and convert sportsbook-heavy audiences. The ability to analyze player journeys across multiple markets and iterate toward higher retention can be as valuable as launching a single blockbuster title.
Incentive is also investing around the edges of the conversion funnel. The company has backed free-to-play acquisition specialist HotTakes and formalized the role of Incentive CEO John Gordon as a strategic adviser ahead of HotTakes’ U.S. launch. The pairing of free-to-play acquisition with Incentive’s retention-focused real-money content points to a lifecycle strategy that can lower blended customer costs for operator partners.
What to watch next
The timeline for launches in the United States will be a key indicator of momentum. Michigan is a logical first step if integrations align, with other active igaming states to follow. Ontario, while outside the U.S., offers a large, regulated audience and proximity to North American operators using shared tech stacks, which could speed deployment and cross-border learnings.
Market performance in Brazil remains a bellwether. Conversion and retention metrics from Velocity and successor titles will show whether Incentive’s mechanics scale beyond a single marquee release and whether Bet365 can leverage cross-sell from its sportsbook base. Watch for iterative releases that tweak volatility, auto-cashout features or social elements to improve session length and repeat play.
Competitive responses may include more exclusive table deals, operator-branded variants and bundled promos tying sportsbook and casino. If rivals accelerate bespoke content with suppliers like OnAir or deepen partnerships in Ontario and key U.S. states, Bet365 and Incentive will need to fast-follow with new formats set for multiple jurisdictions.
Finally, regulatory signals will continue to shape pacing. Any tightening around game speed, advertising or bonus structures in major markets could favor suppliers with modular designs and robust compliance tooling. Conversely, fresh openings or clarified rules in large states would expand the addressable market. For now, the partnership’s bet is that disciplined rollout in regulated hubs can compound faster than swings in gray zones—and that content tuned for casual engagement can carry across borders.
