Incentive Games offers both free-to-play and pay-to-play virtual sports products, while GrooveGaming is powered by technology that enhances customer experience and engagement, improves retention and encourages extended play.

Based on a shared approach and view on how technology will continue to drive engagement, and the primary element in the business model, the two companies reached the conclusion that they would see multiple opportunities together.

John Gordon, CEO of Incentive Games, said: “Incentive Games already has a presence across five continents so we came to GrooveGaming for enhanced distribution. Their global profile is something we wanted to tap into and we are delighted to be identified partnering with one of the world's fastest-growing aggregators."

Yahale Meltzer, COO at GrooveGaming, added: “To get an edge in this business is never easy, however, our team are thrilled to bring Incentive Games onboard with a distinctive and successful global offering.

"Rightly, Groove is better-known for its great technology, but we have quietly gone about building a strong team that delivers the service that our operators and partners have come to expect.

"Simy Wolf, who was recently appointed as Groove's Head of Legal, will use her network of contacts and broad industry exposure to help enrich our capability to do business, as this partnership with Incentive Games demonstrates."