Lottoland has partnered with Incentive Games to expand its real-money gaming portfolio, with titles from the supplier’s Incentive Studios division set to go live for UK players in September 2025.
The collaboration follows Incentive Games’ acquisition of a UK Gambling Commission licence earlier this year and forms part of its strategy to grow its footprint in the regulated market. Lottoland’s established presence across lottery, casino and sports betting verticals provides a broad platform for the rollout.
Incentive Studios’ initial releases will include Crash, Tower and Arcade-style games, which have already been deployed in international markets. The supplier has positioned these mobile-focused games to deliver fast-paced play, player retention, and accessibility for a wide range of igaming audiences.
The agreement strengthens both parties’ positions in the UK, with Lottoland diversifying its gaming content and Incentive Games gaining access to a recognised operator brand and established customer base.
Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “Lottoland has an incredible reputation for innovation and trust, so we’re delighted to partner with them to bring our games to their players. This collaboration gives us the perfect opportunity to keep learning while pushing the boundaries of what real-money gaming can deliver.”
Nigel Birrell, Group CEO at Lottoland added, “We look forward to working with Incentive Games to broaden further our games portfolio for our 20+ million customers. We have been impressed with their innovative approach and their focus on delivering what we need.”
