In partnership with globally renowned online gambling operator bet365, leading B2B games provider Incentive Games has developed a new game ahead of the upcoming European football season.

Launching ahead of Matchday One on 16^th September, Tournament Challenge is the latest addition to bet365’s popular portfolio of free-to-play titles, crafted by the team at Incentive Games. Designed to be accessible and competitive, the game captures the thrill of tournament football and keeps fans coming back throughout the league.

The Tournament Challenge puts players right at the heart of the action. Before each match, fans must predict the outcome (win, lose or draw) of selected matches and users can edit their predictions at any time for matches that haven’t yet kicked off.

Each correct pick earns players points based on a 10-point stake multiplied by the odds of the selected outcome. For example, if the odds are 2.50 on the customer’s pick, they will receive 25 points. If the odds are 2.90 they will receive 29 points. Or if they are 3.70 they will receive 37 points etc.

The more games users get right, the higher they climb on the weekly matchday leader board and the overall season long leader board. There are prizes for ten individual game weeks with players competing for a matchday jackpot of £20,000 and a massive £50,000 overall grand prize.

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.”

The launch of Tournament Challenge marks another step forward in the partnership between Incentive Games and bet365, showcasing how data-driven design and tailored gameplay can bring fans closer to the sport they love.

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.”

The Tournament Challenge is available for players across key global territories, amassing nearly 100 countries able to take part worldwide.

• Only available to new and eligible bet365 customers.
• Customers must be aged over 18 and verified by bet365.
• Only one entry is permitted per person.
• Entries close at kick-off of the last scheduled tournament game on May 30^th 2026.
• Entries can be edited or reset pre-match only. Once a fixture is In-Play, no changes can be made.
• Entry to Tournament Challenge is separate from standard bet placement and all bet365 offers do not apply.
• Full terms and conditions can be found here: https://www.bet365.com/promos/en-gb/home/tournament-challenge