Incentive Games Teams Up with Light & Wonder to Expand Global Reach

Incentive Games has entered a new partnership with prominent gaming company and content supplier Light & Wonder, along with its subsidiaries collectively known as “Light & Wonder.”

Through this collaboration, Incentive Games will bring its range of pay-to-play titles, including its latest arcade-style releases, to several key regulated markets such as the United States, Canada, South Africa, the United Kingdom, and various countries across Europe. The distribution will be facilitated by Light & Wonder’s extensive network of operator partners. In addition, Incentive Games’ widely enjoyed free-to-play offerings will now be available to an even broader audience through Light & Wonder’s established content marketplace.

Strengthening Global Presence

The partnership unites two major players in the iGaming sector, aiming to enhance player experiences and deepen customer engagement. Incentive Games, already recognized for its strength in acquisition and retention strategies, will leverage Light & Wonder’s aggregation platform to reach a wider client base across different regions.

Ahmed Baker, Chief Commercial Officer at Incentive Games, expressed the significance of the partnership, stating, “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 welcomed the partnership, highlighting Incentive Games’ expertise in gamification and player retention.

Steve Mayes, Senior Director of Partners at Light & Wonder, said: “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.”

The collaboration enables Light & Wonder’s partners to access Incentive Games’ growing portfolio, including its innovative crash and fast-play games designed to boost player engagement and satisfaction.

Incentive Games is a leading name in B2B gaming, specializing in solutions that drive acquisition and player loyalty. Trusted by several top global brands in the sports betting and online casino sectors, the company combines advanced technology with sophisticated data and AI tools to deliver powerful results for its clients.

By ing forces with Light & Wonder, Incentive Games positions itself to accelerate its global growth and bring its unique gaming experiences to a larger, diversified audience.

Source:

‘’INCENTIVE GAMES SIGNS EXCLUSIVE DISTRIBUTION DEAL FOR NORTH AMERICA, EUROPE, SOUTH AFRICA AND UK WITH LIGHT & WONDER’’ Press Release. April 14, 2025.