Incentive Games, a prominent B2B developer specializing in player acquisition and retention solutions, has secured an expansive new distribution agreement with gaming content powerhouse Light & Wonder, Inc. The deal, announced on April 14, 2025, positions Incentive Games to deliver its suite of pay-to-play and free-to-play titles to some of the world’s most influential regulated iGaming markets, including the United States, Canada, South Africa, the United Kingdom, and various parts of Europe.
The agreement marks a strategic step forward for both companies. Incentive Games’ catalog—now including newly developed arcade-style pay-to-play games—will be distributed through Light & Wonder’s comprehensive operator ecosystem. In parallel, Incentive Games’ highly popular free-to-play offerings will also be integrated into Light & Wonder’s content marketplace, increasing visibility and player access across regions.
Strategic Move for Wider Market Access
By aligning with Light & Wonder, Incentive Games gains a powerful aggregator partner capable of significantly expanding its distribution footprint. Prior to this agreement, the B2B developer had established direct collaborations with major industry operators such as bet365, FanDuel, and Sky Bet. Now, with Light & Wonder in the mix, the reach and scalability of its game portfolio are set to grow substantially.
Ahmed Baker, Chief Commercial Officer at Incentive Games, described the development as a major milestone for the company. “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.”
Light & Wonder Welcomes Innovation and Growth
Light & Wonder, known for its multi-channel content solutions and a global workforce of more than 6,500 professionals, sees this deal as a way to broaden its offerings in the fast-evolving gamification segment. The company is already a recognized name in delivering immersive, player-focused experiences, and this collaboration enhances its ability to provide varied game types such as customizable crash games and fast-paced titles.
Steve Mayes, Senior Director of Partners at Light & Wonder, expressed enthusiasm for the collaboration. “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.”
Powering Global Engagement Through Technology
Incentive Games brings more than just a library of titles to the table. The company has carved out a niche by combining AI-powered analytics with game design to boost engagement and retention for sportsbook and casino operators worldwide. With modular, API-driven architecture underpinning its systems, Incentive Games is uniquely positioned to support operator growth in competitive regulated markets.
This new chapter in the company’s evolution is expected to deliver robust commercial results and foster stronger ties with operators seeking content that resonates with diverse player demographics.
Source:
Incentive Games press release, April 14, 2025.
