Incentive Games and Light & Wonder Forge Global Distribution Agreement

In a significant development for the iGaming industry, Incentive Games, a leading B2B developer focused on player acquisition and retention, has entered into a comprehensive new distribution agreement with Light & Wonder, Inc., a powerhouse in gaming content. Announced on April 14, 2025, this partnership is set to expand Incentive Games' reach into 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.

Expanding Horizons Through Strategic Collaboration

This agreement represents a strategic advancement for both companies. Incentive Games will now distribute its range of pay-to-play and free-to-play games through Light & Wonder's extensive operator ecosystem. This includes newly developed arcade-style pay-to-play games, which will be accessible to a broader audience. Simultaneously, Incentive Games' popular free-to-play games will be incorporated into Light & Wonder's content marketplace, enhancing visibility and player access across different regions. By partnering with Light & Wonder, Incentive Games not only secures a robust aggregator but also significantly broadens its distribution footprint. Before this agreement, Incentive Games had already established direct collaborations with major industry operators such as bet365, FanDuel, and Sky Bet. The addition of Light & Wonder into its network promises to amplify the reach and scalability of its game portfolio. Ahmed Baker, Chief Commercial Officer at Incentive Games, highlighted the significance of this deal, 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's Vision for Growth and Innovation

For Light & Wonder, this collaboration is seen as a way to diversify its offerings in the rapidly evolving gamification segment. With a global workforce exceeding 6,500 professionals, Light & Wonder is well-known for its multi-channel content solutions that deliver immersive, player-focused experiences. This partnership with Incentive Games will allow Light & Wonder to enhance its portfolio with various game types, including customizable crash games and fast-paced titles. Steve Mayes, Senior Director of Partners at Light & Wonder, expressed his enthusiasm about the collaboration, stating, "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." Incentive Games brings more than just a library of games to this partnership. The company has established itself by integrating AI-powered analytics with game design to enhance engagement and retention for sportsbook and casino operators worldwide. With a modular, API-driven architecture supporting its systems, Incentive Games is well-equipped to support operator growth in competitive regulated markets. This new phase in Incentive Games' journey is anticipated to yield strong commercial outcomes and strengthen its relationships with operators looking for content that appeals to a diverse range of player demographics. Source: Incentive Games press release, April 14, 2025. By GamesAndCasino