bet365 further expands FTP range with Incentive Games

Incentive Games has launched another product for one of its most prominent clients, bet365, launching the horse racing-themed 6 Horses Challenge title for the operator.

Based around this week’s Royal Ascot racing event, the free-to-play (FTP) game is the first racing-oriented one developed by Incentive Games for bet365, although the firm has created several others for the Stoke-based firm.

Incentive Games develops its products using AI, data scene, in-house engineers and statisticians. The company first partnered with bet365 back in December 2021, and has since provided the bookmaker with both FTP and pay-to-play (PTP) products.

John Gordon, CEO and Co-Founder of Incentive Games, said: “This game is lengths ahead of the field – a real champion in its category. We’re delighted to partner with our friends bet365 yet again, and continue to serve up the world’s favourite games for the world’s favourite gambling brand.”

bet365 will allow all new and eligible customers to win up to £100,000 via 6 Horse Challenge for the duration of the tournament this week. 

Bettors need to correctly choose six winning horses, although five choices gain access to a £25,000 prize pool and four to a £10,000 pool. These consolation payouts are determined by the number of players also correctly predicting four or five winners.

FTP games have become an increasingly important tool in operator product portfolios in recent years, having been highlighted by panellists at last year’s SBC Summit Barcelona as an ideal World Cup engagement tool. 

The potential of these products was not lost on bet365, which integrated a series of Incentive Games-developed, football-themed titles in August 2022, four months ahead of the tournament.

A spokesperson from bet365 added: “Following the success of 6 Scores Challenge, 4 Scores, Goals Giveaway and Free4All, we’re delighted to now offer a free-to-play horse racing game to our customers.

“The 6 Horses Challenge will complement our existing selection of horse racing promotions and enhance the thrill of a day’s racing. Good luck to all players with their predictions!”