Incentive Games is looking to bolster the UK iGaming market following regulatory approval to enter the market.
Through the backing of a UK Gambling Commission (UKGC) license, the firm has confirmed plans to supply its suite of real money games to iGaming operators licensed in the UK.
Ahmed Baker, Chief Commercial Officer at Incentive Games, commented: “Securing our UK Gambling Commission licence is a major milestone for Incentive Games. 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.”
Baker also recently spoke to iGaming Expert about Incentify, the company’s ecosystem, which combines its portfolio of free-to-play titles with real-money gaming. He emphasised how strong a position the firm is in to tap into the real money market.
He revealed that the group is looking to bolster its footprint in terms of IPs and grow its UK portfolio of titles.
He told iGaming Expert: “We are perfectly positioned to do so because of our expertise from the free-to-play experience. This will be unique because there aren’t many providers doing this.”
Abiding with the provider’s approach towards free-to-play games, operator customisation will add another layer of appeal to Incentive Games’ real-money offering.
“One thing we’ve been very good at, particularly when doing free-to-play, is working very closely with partners to create bespoke content,” Baker says. “We can hone in on that on the real-money gaming and continue this approach.
“If you consider that many operators have specific brand IPs, we’re leveraging the IP to create unique real-money gaming content for them. We’re also working closely to almost co-produce games with operators that resonate with their brand identity.
“Operators are going to get a dual approach. We will create content for the masses on the network, but we’ll also hone in with key operators to create differentiated content that they seek.”
The UKGC licence builds upon Incentive Games’ expansion in global iGaming markets over the past couple of months, including its partnership with Aristocrat Interactive in March for the distribution of free-to-play and real money gaming content via the Aristocrat Interactive network.
In addition, the provider also sealed an agreement with bet365 in January to bring its crash game product, Velocity, to the newly regulated Brazilian iGaming market.
“We are thrilled to work with Aristocrat Interactive, a renowned industry leader and exceptional aggregator that we know will showcase our games with the care and attention they deserve,” stated John Gordon, CEO of Incentive Games, on the Aristocrat deal.
“The agreement marks a landmark moment for our company, opening the door to new markets and enabling us to bring our best-in-class products to new audiences worldwide.”
