Incentive Games Partners with Lottoland to Expand UK Real-money Offering

Leading B2B games provider Incentive Games, via its real-money division Incentive Studios, has announced a new partnership with lottery betting and gaming operator Lottoland — one of the most recognised names in the UK online gaming market.

The collaboration will bring Incentive Studios’ real-money games to Lottoland’s player base, further strengthening Incentive Games’ UK presence following its market entry earlier this year.

The agreement follows Incentive Games’ recent acquisition of a UK Gambling Commission (UKGC) licence and represents another milestone in its strategy to grow within the regulated UK sector. With Lottoland’s broad appeal across lottery, casino and sports betting, the deal provides a platform to showcase Incentive Studios’ innovative approach to real-money game design.

Ahmed Baker, Chief Commercial Officer at Incentive Games, said:

“Lottoland has an incredible reputation for innovation and trust, so we’re delighted to partner with them to bring our games to their players. This collaboration gives us the perfect opportunity to keep learning while pushing the boundaries of what real-money gaming can deliver.”

Nigel Birrell, Group CEO at Lottoland, added:

“We look forward to working with Incentive Games to broaden further our games portfolio for our 20+ million customers. We have been impressed with their innovative approach and their focus on delivering what we need.”

The partnership will see Incentive Studios’ first titles — including its signature Crash, Tower and Arcade-style games — rolled out to Lottoland customers in September 2025. These fast-paced, mobile-friendly games have already gained traction in international markets, designed to capture attention, enhance retention and deliver new entertainment experiences.

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