Key Moments:
- Incentive Games, via Incentive Studios, has partnered with leading UK operator Lottoland
- The agreement follows Incentive Games’ approval from the UK Gambling Commission
- New real-money game titles including Crash, Tower, and Arcade-style games are set to launch for Lottoland customers in September 2025
Strategic Alliance Strengthens UK Real-Money Gaming Offering
Incentive Games, a prominent B2B gaming content provider, has launched a new partnership with Lottoland through its Incentive Studios division. This move is aimed at introducing Incentive Studios’ real-money titles to Lottoland’s established audience within the United Kingdom, marking a significant advancement in Incentive Games’ UK market strategy after its earlier entry this year.
UKGC Licensing Underpins Growth
Building on Incentive Games’ recent UKGC authorization, the collaboration strengthens its efforts to expand its real-money gaming footprint in the region. Through Lottoland’s established lottery, casino, and sports betting platforms, Incentive Studios can present its portfolio to a diverse customer base.
Executive Perspectives
Ahmed Baker, Chief Commercial Officer at Incentive Games, stated, “Lottoland has an incredible reputation for innovation and trust, so we’re delighted to partner with them to bring our games to their players. This collaboration gives us the perfect opportunity to keep learning while pushing the boundaries of what real-money gaming can deliver.”
Nigel Birrell, Group CEO at Lottoland added, “We look forward to working with Incentive Games to broaden further our games portfolio for our 20+ million customers. We have been impressed with their innovative approach and their focus on delivering what we need.”
Upcoming Game Launches and Market Impact
Starting in September 2025, Lottoland will offer players access to Incentive Studios’ debut games, including Crash, Tower, and Arcade-style offerings. These mobile-friendly, fast-paced games have already attracted international attention by enhancing player engagement and retention, and they are positioned to deliver new entertainment experiences for Lottoland’s customer base.
| Partnership Participants | Key Activity | Timeline |
|---|---|---|
| Incentive Games, Incentive Studios | Rollout of real-money games | September 2025 |
| Lottoland | Expansion of games portfolio for UK customers | September 2025 |
- Author
Daniel Williams
