Incentive Games partners with Lottoland to expand UK real-money offering
The deal follows Incentive’s recent UK Gambling Commission licence approval and strengthens its footprint in regulated markets.
Key points:
– Incentive Studios’ real-money games to launch on Lottoland in September 2025
– Partnership builds on UKGC licence approval earlier this year
– Comes after Incentive Games secured Ontario B2B licence in August
Incentive Games has announced a new partnership with Lottoland to distribute its real-money gaming content in the UK market. The collaboration will see titles developed by Incentive Studios, including Crash, Tower and Arcade-style games, made available to Lottoland’s player base from September 2025.
The agreement builds on Incentive’s recent approval from the UK Gambling Commission, which allowed the company to expand its real-money gaming division in one of Europe’s largest regulated markets.
Lottoland, known for its lottery betting and multi-vertical gaming portfolio, provides Incentive with a broad audience across lottery, casino and sports betting products.
Ahmed Baker, Incentive Games CCO, said: “Lottoland has an incredible reputation for innovation and trust, so we’re delighted to partner with them to bring our games to its players. This collaboration gives us the perfect opportunity to keep learning while pushing the boundaries of what real-money gaming can deliver.”
Nigel Birrell, Lottoland Group CEO, 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 its innovative approach and its focus on delivering what we need.”
Good to know: Incentive Games also secured a B2B licence in Ontario in August 2025, expanding its footprint in North America
The new UK launch follows earlier agreements with major operators, including a free-to-play Tournament Predictor game developed with bet365 ahead of the FIFA Club World Cup.
Incentive has also gained provisional licensing from the Michigan Gaming Control Board, reinforcing its strategy of expanding across regulated jurisdictions.
By joining forces with Lottoland, Incentive aims to strengthen its presence in the UK and showcase its fast-paced, mobile-friendly titles to a wider player base.
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