Incentive Games partners with bet365 to launch Tournament Challenge free-to-play game

• B2B games provider Incentive Games teams up with bet365 to create a new football prediction game ahead of the European football season
• Tournament Challenge offers players the chance to win £20,000 weekly prizes and a £50,000 grand prize by predicting match outcomes
• The free-to-play game is available across nearly 100 countries with points awarded based on betting odds for correct predictions

Incentive Games has partnered with bet365 to launch Tournament Challenge, a new free-to-play football prediction game designed to engage fans throughout the European football season. The game launched on 16th September ahead of Matchday One.

Tournament Challenge allows players to predict match outcomes (win, lose or draw) for selected fixtures, with the ability to edit predictions before matches kick off. The scoring system awards points based on a 10-point stake multiplied by the odds of the selected outcome, meaning higher odds result in more points for correct predictions.

Players compete on both weekly matchday leaderboards and an overall season-long leaderboard for substantial prizes. The game offers £20,000 jackpots for individual game weeks, with a grand prize of £50,000 for the overall winner.

“Tournament football always delivers unforgettable moments, and we wanted to create a game that captures that same energy,” said John Gordon, CEO at Incentive Games.

“We’re proud to be working alongside the brilliant bet365 team again to make that happen. Tournament Challenge is designed to give football fans a new way to test their knowledge and feel even closer to the action, with simple, intuitive gameplay that makes every match even more exciting”.

The partnership demonstrates how data-driven design and tailored gameplay can enhance fan engagement with football. The collaboration builds on previous successful projects between the two companies, with bet365 adding the title to its portfolio of free-to-play games.

A bet365 spokesperson commented:

“With the return of the biggest and best matches in European club football, we’re delighted to provide our customers with an innovative free-to-play predictor game. Thank you to the team at Incentive Games for providing a product that proves again, whatever the moment, it’s Never Ordinary with bet365”.

The game is available to new and eligible bet365 customers across nearly 100 countries worldwide. Players must be aged over 18 and verified by bet365, with only one entry permitted per person. Entries close at kick-off of the last scheduled tournament game on 30th May 2026.

Tournament Challenge operates separately from standard bet placement, with bet365’s regular offers not applying to the free-to-play game. The launch positions both companies to capitalise on the popularity of European football and provide fans with an engaging way to test their knowledge throughout the season.