Entain has expanded its partnership with Octoplay, extending the supplier’s content into multiple regulated markets across Europe and North America.
The partnership began with a launch in the UK and has since expanded to Belgium, Canada, Croatia, Denmark, Georgia and Ontario. Further launches are planned in Brazil, Greece, Italy and Spain.
In North America, BetMGM, Entain’s joint venture, became the first operator to launch Octoplay’s content in both Michigan and New Jersey. Octoplay also plans to launch with Entain in Alberta following the opening of the province’s regulated online gambling market.
Alongside market expansion, the companies have collaborated on product development. The partnership includes Jackpot Blitz, a version of Octoplay’s jackpot system developed for Entain’s brands, which has been rolled out across the operator’s portfolio.
The collaboration has also included the development of exclusive content. During 2025, Octoplay delivered four bespoke game projects for Entain, including a branded title for Coral and an Elvis Presley™ branded game launched exclusively with BetMGM in the United States. Additional bespoke projects are currently in development.
The agreement combines market expansion with the development of exclusive content and customised jackpot products across Entain’s regulated iGaming operations.
“Our story with Entain is not a typical supplier-operator relationship,” says Ralitsa Georgieva, CEO at Octoplay. “They backed us early, opened markets we couldn’t have entered alone, and trusted us to build products that sit at the heart of their content strategy. From Jackpot Blitz to Elvis, every project has been a genuine partnership. We are now focused on bringing this momentum into Spain, Brazil, Italy, and Greece — and we’re only getting started.”
“What sets Octoplay apart is the combination of creative ambition and the operational speed to deliver against it,” says Obdulio Bacarese, Global Gaming Director at Entain. “We identified them as a studio with exceptional potential, and what we’ve seen since — the rapid multi-market scaling, Jackpot Blitz, four bespoke exclusives, the Elvis launch in the US — has confirmed that judgment. Octoplay has earned its place as a strategic content partner for this group.”
