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Leading B2B games provider Incentive Games, through its real-money gaming division Incentive Studios, has today announced its partnership with lottery betting and gaming operator, Lottoland — one of the most recognised names in the UK online gaming market. This collaboration will bring Incentive Studios’ real-money games to Lottoland’s valued player base, strengthening Incentive Games’ position in the UK following its entry earlier this year.

The partnership builds on Incentive Games’ recent acquisition of a UK Gambling Commission (UKGC) licence and is another step in growing its real-money gaming presence in the UK. With Lottoland’s broad appeal across lottery, casino and sports betting verticals, the collaboration creates an opportunity to showcase Incentive Studios’ fresh approach to real-money game design.

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.”

The launch will see Incentive Studios’ first titles, including its signature Crash, Tower, and Arcade-style games, rolled out to Lottoland customers in September 2025. These fast-paced, mobile-friendly games have already proven popular in international markets, designed to capture attention, drive retention and deliver fresh entertainment experiences.

The post INCENTIVE GAMES PARTNERS WITH LOTTOLAND TO EXPAND REAL-MONEY GAMING PORTFOLIO appeared first on European Gaming Industry News.