Betsafe powers Kenya entry with Incentive Games FTP suite 

Betsson AB has commissioned sports betting innovation studio Incentive Games to develop a suite of free-to-play (FTP) games for its recently launched Betsafe Kenya brand.

Launched this December, Betsafe Kenya is Betsson’s first African sports betting property in which the Stockholm group will seek to lead the Kenyan market in safer gambling, customer care and innovation disciplines. 

Betsafe’s entry into the Kenyan market was agreed with its new brand which has secured key partnerships with leading Kenyan Premier League (KPL) football clubs Gor Mahia FC and AFC Leopards.

 “Africa is a new region for Betsson and we see its potential as one of the fastest growing online sports betting regions in the world. As with other regions, we are taking a localised approach to the Kenyan market,” said Ciara Nic Liam, Product Director at Betsson Group.

“To that end, we believe offering free to play and pay to play virtual sports games will be a major acquisition channel for us, and Incentive Games is one of the leaders in this area. We look forward to launching its games to our players shortly.”

Incentive Games has maintained a proven track record in developing bespoke FTP titles for African markets, having helped operators to promote their brands securely whilst also obtaining a cost-effective acquisition and retention tool. 

Incentive Games currently services FTP games suites for BtoBet and East African sportsbook BetLion.

Backing Betsafe Kenya as its latest customer, John Gordon, CEO of Incentive Games, said: “We are delighted to be aligned with the Betsson Group and providing bespoke free-to-play and pay-to-play games for the Betsafe brand. We do not take a ‘copy and paste’ approach to deliver games for clients. 

“We pride ourselves on providing real value, and we are looking forward to helping another gaming brand launch effectively in the region.”