Incentive Games expands global partnership with bet365

• Incentive Games secures expanded global agreement with bet365 for real-money gaming content.
• Partnership covers all bet365 active jurisdictions, including key regulated US states.
• The first titles from Incentive Studios’ portfolio will launch on the bet365 platform in 2026.

Incentive Games, a B2B games studio specialising in real-money titles and data-driven player experiences, has announced an expanded global partnership with leading online gambling operator bet365 to distribute its real-money gaming portfolio across all active jurisdictions.

Delivered through Incentive Studios, the real-money gaming division of Incentive Games, the partnership enables bet365 to access a growing portfolio of real-money titles. The agreement builds on the companies’ existing collaboration, including the recent launch of Incentive Games’ content in Brazil.

Global rollout includes US regulated states

The new agreement will see bet365 roll out Incentive Studios’ full portfolio of real-money games across all active jurisdictions, including key regulated states in the United States. This represents a substantial expansion of the partnership beyond previous market-specific arrangements.

The partnership brings together Incentive Studios’ expertise in high-performing real-money content with bet365’s global scale and market-leading platform.

Incentive Studios’ portfolio includes reimagined versions of popular game variants such as Crash, Tower, and Arcade formats.

Ahmed Baker, Chief Commercial Officer at Incentive Games, said:

“Our partnership with bet365 continues to go from strength to strength, and this real-money agreement is a natural evolution of our collaboration. By deploying our games globally, including in key U.S. jurisdictions, we bring together two teams focused on quality, innovation and sustainable long-term growth. We’re incredibly excited about what the future holds.”

Regulatory licensing supports expansion

The agreement follows recent licence approvals for Incentive Games in the UK, Ontario, and Michigan, strengthening the company’s position as a regulated real-money gaming supplier to leading operators. These licences enable Incentive Studios to supply content across multiple jurisdictions with varying regulatory requirements.

Incentive Games launched Incentive Studios in 2025 as its dedicated real-money gaming division. The studio draws on the parent company’s experience in free-to-play game development and behavioural research to create real-money titles designed for player engagement and retention.

“Leveraging Incentive Studios’ expertise in real money gaming, we are thrilled to expand our relationship and further enhance our global Casino offering,” said a spokesperson at bet365.

“Customers worldwide will be able to enjoy this innovative addition to our portfolio of content.”

Phased content deployment planned

The first real-money titles from Incentive Studios’ portfolio will launch on bet365’s platform in 2026, with additional releases scheduled to follow. The phased rollout allows both companies to deploy content strategically across different markets and test player response.

Incentive Games positions itself as a provider specialising in acquisition and retention, using data analysis, user psychology, and product expertise to develop games. The company’s approach combines behavioural research with technical game development to create experiences designed to maximise player value.

bet365 operates across 96 sports and provides over 1,000,000 live streams globally. The operator pioneered in-play betting and has built a proprietary platform that serves customers in multiple regulated markets worldwide. The addition of Incentive Studios’ real-money games expands bet365’s casino content offering beyond traditional slots and table games.

Market positioning and strategic implications

The expanded partnership reflects growing demand for diversified casino content beyond traditional slot and table game formats. Real-money variants of popular game mechanics such as Crash and Tower have gained traction in regulated markets, particularly among younger player demographics.

Incentive Games’ focus on data-driven development aligns with bet365’s analytical approach to platform optimisation. The agreement supports the studio’s expansion into regulated markets worldwide, with bet365’s global reach enabling rapid scale across multiple jurisdictions through a single partnership.