SBC News Voice of the Sports Betting Industry
Incentive Games has been granted a licence from the UK Gambling Commission (UKGC), securing access to one of Europe’s most valuable betting markets.
This move, confirmed on 27 March, allows the iGaming product developer to bring its Real Money Games to any operator in the country. With over 175 online operators alone active throughout the country, the licence presents some lucrative new revenue streams for the firm.
Summarising the opportunities the licence opens up, Ahmed Baker, Chief Commercial Officer at Incentive Games, described the licence as a ‘major milestone’ for the company.
He said: “It reinforces our dedication to meeting the highest regulatory standards while continuing to develop world-class products for our partners.
“The UK is a critical market for us, and we’re thrilled to introduce our industry-leading Real Money Games to UK operators and players. This achievement marks a pivotal step forward in our growth strategy.”
A key growth market
This achievement from the Edinburgh-based firm provides it access to one of the most prominent regulated iGaming markets.
Notably, recent data from the UKGC suggested that the local online market is experiencing rapid growth in terms of player activity as gross gambling yield (GGY), with October to December 2024 being up 21% YoY to £1.54bn.
The licence allows Incentive Games – which specialises in player acquisition and retention – to capitalise on this.
It also builds on a recent deal Incentive Games secured with bet365. The deal saw the firm provide a new co-published predictor game product, the “bet365 Bracket Challenge”, targeting American audiences during this year’s NCAA Men’s College Basketball Tournament
Launched just head of last months tournament, the game now offered players a top prize of $100k as well as a variety of leaderboard rewards for basketball fans to test their knowledge and prediction skills.
