Incentive Games Joins Forces with Light & Wonder
Incentive Games sealed a deal with Light & Wonder, opening doors to spread its premium pay-to-play and free-to-play titles across key regulated markets like the USA, Canada, South Africa, the UK, and Europe.
A Global Gaming Boost
Through Light & Wonder’s vast operator network, players will soon check out new arcade-style games, including crash and fast titles, designed to hook fans. “This agreement is a landmark moment,” said Ahmed Baker, Incentive Games’ Chief Commercial Officer, noting the shift from direct deals with giants like bet365 to Light & Wonder’s trusted platform.
The partnership pairs two iGaming heavyweights, blending Incentive Games’ knack for player engagement with Light & Wonder’s content marketplace, which reaches 3,000+ operators globally.
Free-to-play content will hit a broader crowd, while paid games target high-value markets. It’s a smart play to keep users glued, especially with 60% of online gamblers craving fresh formats.
What’s in the Deal
Incentive Games brings its customizable portfolio: crash games and quick-play hits that spiked retention 25% for partners like FanDuel in 2024.
Light & Wonder, fresh off $3.19 billion in revenue last year, offers the pipes: a network feeding platforms like Caesars and DraftKings. “We trust they’ll handle our games with care,” Baker said, a nod to Light & Wonder’s tech, which powered 1.2 billion transactions in Q4 2024.
Steve Mayes, Light & Wonder’s Senior Director of Partners, sees it as a win-win. “We are excited to work with Incentive Games, a leader in gamification solutions. We look forward to leveraging their innovative platform and bringing their customisable crash and fast game content to all major regulated markets.”.
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