bet365 has partnered with B2B supplier Incentive Games to launch Tournament Challenge, a free-to-play prediction game released ahead of the European football season.
The game went live on 16 September, coinciding with the start of Matchday One. Players predict the outcome of selected fixtures, with correct picks earning points based on a 10-point stake multiplied by the odds of the chosen result. Leaderboards are updated weekly and across the season, with prizes including a £20,000 weekly jackpot and a £50,000 overall grand prize.
Tournament Challenge is available to eligible customers in almost 100 countries and represents the latest addition to bet365’s suite of free-to-play products. The launch builds on an established collaboration between bet365 and Incentive Games, which has previously delivered a range of tailored engagement products.
Participation is limited to new and existing bet365 customers aged 18 and above who have completed verification. Entries must be submitted before kick-off of the final scheduled match on 30 May 2026, with changes permitted only before fixtures go in-play. Full terms and conditions are available on bet365’s website.
John Gordon, CEO at Incentive Games said, “Tournament football always delivers unforgettable moments, and we wanted to create a game that captures that same energy. We’re proud to be working alongside the brilliant bet365 team again to make that happen. Tournament Challenge is designed to give football fans a new way to test their knowledge and feel even closer to the action, with simple, intuitive gameplay that makes every match even more exciting.”
A bet365 spokesperson said: “With the return of the biggest and best matches in European club football, we’re delighted to provide our customers with an innovative free-to-play predictor game.
“Thank you to the team at Incentive Games for providing a product that proves again, whatever the moment, it’s Never Ordinary with bet365.”
