Light & Wonder teams up with Incentive Games to boost international presence
Incentive Games has signed an exclusive distribution agreement with Light & Wonder to increase its iGaming presence in various regulated markets, including North America, Europe, South Africa, and the UK. With this agreement, Incentive Games can enhance player experience and engage more players with innovative game content.
Creating more player involvement through strategic alliances
Under the deal, Incentive Games will incorporate its proprietary pay-to-play portfolio comprising brand-new arcade games that are being developed into Light & Wonder’s operator network. The agreement also encompasses Incentive Games’ free-to-play games via Light & Wonder’s content aggregation platform. Through this play, both companies have the potential to take advantage of each business’s strengths. As Incentive Games plugs into Light & Wonder’s broad global infrastructure, operators on the Light & Wonder network are able to provide a wide variety of player engagement mechanisms focused on both acquisition and retention.
Ahmed Baker, Chief Commercial Officer at Incentive Games, expressed his enthusiasm about the deal by saying, “This agreement is a landmark moment in our company’s history. Previously, we’ve worked directly with major operators such as bet365, FanDuel, and Sky Bet. Now, we can distribute our games via Light & Wonder, an exceptional aggregator that we trust will handle our games with care.”
The demand for differentiated content is more prevalent than ever in regulated iGaming markets. Operators constantly seek new ways to activate players, and the addition of arcade-style games is a significant move toward fulfilling that demand. By offering a broader player activation toolset, this combination will improve the player experience overall, which in today’s competitive gaming landscape is vital.
The influence exerted on the African gaming market
The union of Incentive Games and Light & Wonder is especially significant to the African gaming sector, which has, in recent years, witnessed consistent growth. With more regulated markets continuing to surface in Africa, the availability of varied gaming content will be instrumental in acquiring new players and maintaining existing ones.
Operators and investors are becoming more aware of the potential of the African market, and partnerships that introduce innovative gaming solutions to this market can help create a more active gaming ecosystem.
Steve Mayes, Senior Director of Partners at Light & Wonder, said of the partnership, “We are excited to be working with Incentive Games, a leader in gamification solutions. We look forward to taking advantage of their innovative platform and introducing their fast and crash game content, which can be tailored to all the key regulated markets.” The announcement underscores both firms’ drive to make sure their games are not just accessible but also adapted to suit various player bases’ preferences.
The African expansion
With better mobile connectivity and an increase in user accessibility throughout Africa, opportunities for online gaming expansion are extensive. Operators who are able to offer compelling content and innovative games will have a lot to gain.
The collaboration of Incentive Games and Light & Wonder may well be the model for other operators to emulate to expand globally and increase local markets. The alliance of Incentive Games and Light & Wonder represents a change in gaming operators’ expansion and engagement strategies. Through the merger of their respective strengths, both organisations are positioning themselves to capitalise on the increasing demand for varied gaming experiences across a variety of regulated jurisdictions, targeting Africa specifically. As this partnership is cultivated, it will be fascinating to watch how it impacts the world of gaming and the new opportunities it opens up for businesses and their players alike.
