Incentive Games Expands bet365 Partnership With Global Real-Money Games Release

Online casino games developer Incentive Games has announced an expansion of its partnership with sportsbook operator bet365, which will include the international rollout of its real-money gaming titles.  

The agreement, announced earlier this week, will give bet365 access to Incentive Studios’ full range of online casino games in all territories where the operator is active, including several regulated markets in the US. 

The deal also builds on earlier collaboration between the two companies, including the recent launch of Incentive Games’ crash game Velocity in Brazil. Under the latest agreement, titles created by Incentive Studios, the company’s real-money online casinos division, will be launched on bet365’s platform during 2026, with more releases expected to follow. 

In a statement announcing the partnership, Incentive Games said the agreement supports its broader strategy to expand into regulated markets, following licensing approvals in the UK, the Ontario online casinos market, and the Michigan online casino market. It also stated that it views the partnership as a step toward strengthening its reputation as a supplier of real-money casino games to international operators. 

“Leveraging Incentive Studios’ expertise in real money gaming, we are thrilled to expand our relationship and further enhance our global casino offering,” a bet365 spokesperson added. “Customers worldwide will be able to enjoy this innovative addition to our portfolio of cutting-edge content.”

bet365 solidifies presence in the US-regulated market

The new deal with Incentive Games also comes at a time of expansion for bet365, particularly within the US-regulated market.

Last July, the company was named as the Official Sportsbook Partner of the WNBA's Indiana Fever, in a deal that included brand integration across the team’s media, radio broadcasts, social media channels, and its official Indiana Fever mobile app.

At the time of the deal, Indiana Fever officials said the arrangement had been signed to increase digital engagement opportunities for fans throughout the season. It is also part of a broader trend across US sports, where there is a growing intersection between professional teams and regulated sportsbook companies in states where wagering is legal.

Separately, bet365 also confirmed a month after the Indiana Fevers partnership, the official launch of its sportsbook in Kansas, making it the 14th US state where the company has launched. 

Kansas now joins a growing list of jurisdictions where the operator is active. It now offers Arizona sportsbook promos, Colorado sportsbook promos, Iowa sportsbook promos, Illinois sportsbook promos, New Jersey sportsbook promos, North Carolina sportsbook promos, Ohio sportsbook promos, Pennsylvania sportsbook promos, Tennessee sportsbook promos, and Virginia sportsbook promos.

Details of the market access arrangement in Kansas have not been revealed to date. However, it is expected that there will be a lengthy regulatory approval process, and bet365 may, as it has done in other states, seek a partnership with a local operator. Sports betting has been legal in Kansas since 2022, and the sector’s six current licensees generated over $177 million in revenue in 2024