bet365 & Incentive Games deal flourishes ahead of EURO 2024


The deal between bet365 and Incentive Games has been expanded ahead of the upcoming European Championships.

It’s a link that will see the operator elevate its free-to-play assets for the tournament in a bid to grow engagement. 

Victoria Harnett, Product Lead at Incentive Games, commented: “We’re so proud to once again join forces with bet365 to deliver bespoke and truly industry-leading gaming experiences to their users. This partnership is a testament to the power of collaboration and our shared vision of redefining free-to-play experiences, making them more engaging and, ultimately, more rewarding.”

Furthermore, the deal also seeks to grow personalisation when it comes to free-to-play games as the igaming sector increases the way it leverages AI to create a more engaging and rewarding experience for players. 

A bet365 spokesperson added on the deal: “With excitement growing for this summer’s European Championships and Copa America, we’re delighted to launch the ‘Group Stage Predictor’ game for each, in collaboration with Incentive Games. The latest in our portfolio of engaging free-to-play games, we’re confident that football fans will enjoy testing their prediction skills against fellow fans.”