In the month that fireworks and flares gripped the French capital to celebrate Paris Saint-Germain’s European triumph, it is said that a similar style of celebration was evident in Edinburgh as the birth of Incentive Studios was witnessed.
Built on the back of years of free-to-play experience from its parent brand Incentive Games, the fresh direction was hailed as a natural evolution to apply an immense level of free-to-play insight to real-money gaming.
In conversation with iGaming Expert, Ahmed Baker, Chief Commercial Officer at Incentive Games, elaborates on the early going, what the road ahead will comprise, how players could shape output and exactly why the sky’s the limit.
iGaming Expert: To begin, could you talk us through the progress made via Incentive Studios thus far, touching on the major developments that have shaped the journey?
AB: Incentive Studios was born from our ambition to take everything we’d learned in free-to-play and apply it to real-money gaming.
Since launching earlier this year, we’ve achieved some major milestones: securing licences in the UK, Ontario, Brazil and Michigan; rolling out our first suite of titles including crash, arcade and tower games; and forming strong operator partnerships, such as launching with our first UK client, Jumpman Gaming.
Each of these developments has proven that our design philosophy, which blends behavioural insight with intuitive gameplay, can translate powerfully into regulated real-money markets.
Building on this momentum, we’re now focused on expanding into additional regulated markets around the world.
iGX: Your sights were very quickly set on obtaining a UK licence. Why was this represented as such a critical development from which to grow?
AB: The UK is one of the most respected and tightly regulated markets in the world. Securing a UK licence early was about credibility as much as access. It demonstrates to partners and players that we’re serious about compliance and responsible gaming.
For us, it sets a benchmark. If you can operate successfully under UKGC standards, you can build a sustainable model for almost any other regulated market. We felt it was the right foundation for global expansion.
iGX: Additionally, you have also set your sights on North America. What specific targets do you have for the region and why?
AB: North America is an incredibly exciting growth opportunity and a natural next step for Incentive Studios. Our initial focus is Michigan, where we’ve already secured a provisional licence, with New Jersey and Pennsylvania firmly on our roadmap.
Longer term, we see North America as a region where our real-money gaming portfolio, particularly sports-linked titles like crash, can deeply resonate with local audiences.
iGX: Where can we expect Incentive Studios to target next?
AB: We’re ambitious, but strategic. While deepening our presence in the UK and North America, we’re actively exploring opportunities in several European and LatAm regulated markets.
Both regions have huge player bases and strong cultural connections to sport, which align perfectly with our approach to game design. Our roadmap is about balance: established markets that provide scale and emerging ones that offer fresh, untapped potential.
iGX: You have also established a Player Psychology Research Unit. What was the thought process behind this?
AB: Games succeed or fail on how well they connect with players. We created Incentive Lens, our Player Psychology Unit led by Psychologist Dr Ryan Gamble, who brings experience from Pepsi Co, Airbus and Cardiff University.
The unit gives us a dedicated function that goes beyond surface-level analytics and truly explores how people think and feel when they play. We wanted to formalise this expertise inside our business so every title we build is grounded in genuine learnings, not just intuition.
iGX: Building on this previous question, how exactly do you plan to utilise the insights gained to shape the studios’ future roadmap?
AB: The research team is already reshaping how we design our games. Their work helps us refine everything from visual identity to reward structures and retention mechanics. By speaking directly to players in different regions, we can create experiences that feel culturally relevant rather than taking a one-size-fits-all approach.
Looking ahead, this player-first perspective will guide our entire roadmap, ensuring that, as we expand into new genres and markets, we’re building games that are truly player-first and tailored to local markets.
