Leading B2B games provider Incentive Games, through its real-money gaming division Incentive Studios, has announced a new partnership with Lottoland, one of the most recognized names in the UK online gaming market. This collaboration will bring Incentive Studios’ real-money titles to Lottoland’s extensive player base, further strengthening Incentive Games’ footprint in the UK following its market entry earlier this year.
The partnership follows Incentive Games’ recent acquisition of a UK Gambling Commission (UKGC) licence and represents another significant step in expanding its real-money presence in the UK. With Lottoland’s broad appeal across lottery, casino, and sports betting verticals, the alliance provides the perfect platform to showcase Incentive Studios’ fresh approach to real-money game design.
Ahmed Baker, Chief Commercial Officer at Incentive Games, commented:
“Lottoland has an incredible reputation for innovation and trust, so we’re thrilled to partner with them and deliver our games to their players. This collaboration gives us the ideal opportunity to keep learning while pushing the boundaries of what real-money gaming can achieve.”
Nigel Birrell, Group CEO at Lottoland, added:
“We look forward to working with Incentive Games to further expand our portfolio for more than 20 million customers. We’ve been impressed by their innovative approach and their focus on delivering exactly what we need.”
The rollout will see Incentive Studios’ first titles — including its signature Crash, Tower, and Arcade-style games — go live with Lottoland players in September 2025. These fast-paced, mobile-first games have already proven successful in international markets, designed to capture attention, drive retention, and deliver engaging new entertainment experiences.
