Incentive Games has released two bespoke games for bet365: Golden Goals and 6 Score Challenge.
The provider of free-to-play games has designed its new games to be used for the English Premier League, but will also roll out its games for use in other sports and leagues.
Golden Goals is a daily retention game, where players collect football fixtures from Monday to Friday.
Users earn bet credits every time a fixture contains four or more goals, winning even more if 20 or more goals are scored across their weekly collection of fixtures.
6 Score Challenge is a jackpot-style score predictor game. However, Incentive claims it comes with a twist; if users correctly predict all six scores, they win a large jackpot.
Players will also win smaller prizes for getting three, four or five predictions correct.
Incentive Games CEO and CO-Founder John Gordon said: “It is a pleasure to work with bet365 on these amazing games. We are honoured to be working with such great people who understand the product.
“The daily retention game, Golden Goals, is going to be a game changer in the industry. While we have always had great success with our score predictor titles, the 6 Score Challenge is going to be the biggest of its kind in any industry.”
A statement from bet365 added: “We are excited to give our consumers these innovative titles from Incentive Games.
“The data and analytics that goes into creating these games mean that we’re sure our users will love them around the world."
The game 6 Score Challenge is, in name as well as function, similar to Sky's Super 6 – a non-betting application that encourages traffic to the Sky Bet site.
One advantage bet365 may have over Super 6, though, is the smaller prizes on offer (£5 – $6 – for three correct predictions, £50 for four and £1,000 for five).
It's clear bet365 is branching out and innovating, albeit taking some inspiration from competitors, as seen recently following the operator's launch of Fantasy Football in the UK.
The brand's version of the game will include full season and weekly tournaments with varying entry requirements.