Incentive Games and Bet365 team for special challenges ahead of 2026 World Cup

• Incentive Games and bet365 continue to build on their partnership centered around innovative games
• The latest push is focused on the Tournament Challenge free game enhanced with the special Your Leagues feature
• Incentive Games has been expanding globally through a series of similar tournaments and partnerships

Ahead of the 2026 World Cup, Incentive Games and bet365 have teamed up to refresh the supplier’s popular Tournament Challenge game, which will bring fresh opportunities for players and the operator.

Bet365 and Incentive Games explore enhanced World Cup-centric experience

Designed as a free-to-play game and in partnership with bet365, the game builds on the excitement of the event and boosts engagement and retention for the partner operator.

Bet365 has listed Tournament Challenge under its Free Games section, and the title is accessible through both the website and app. Essentially, the game asks players to predict match outcomes in the Group Stage Match Days and Knockout Rounds.

Players allocate a 10-point stake to each prediction they place and have a chance to possibly double their points pre-prediction. Incentive Games releases Match Days and Knockout Rounds individually to elicit stronger engagement.

Commenting on the fresh addition, bet365 Software Product Development Manager, Rhead Hilton, said:

"With the World Cup bringing together fans from all over the world, Tournament Challenge gives bet365 customers a valuable opportunity to get closer to the action."

Hilton noted that bet365 was excited to offer the free-to-play experience to its players and built further opportunities for players to engage with the platform and product.

"We are also proud to continue our partnership with Incentive Games and deliver another strong product for our customers," he noted.

Players get to enjoy the game for free and try the Your Leagues feature

The partnership was similarly welcomed by Incentive Games Chief Commercial Officer Ahmed Baker, who said that the World Cup is one of the biggest sporting moments and that Tournament Challenge was designed to make sure fans feel even closer to the seminal event.

"The addition of ‘Your Leagues’ adds a whole new dimension this year, giving players the chance to compete directly with friends and share the experience together. We’re incredibly proud to continue working alongside the fantastic team at bet365 to bring this to life," Baker said, referring to the new feature.

Apart from enhancing the Tournament Challenge game for bet365, Incentive Games has recently teamed up with Novibet in Brazil. The supplier similarly pursued expansion of its operations in the United Kingdom and South Africa.

Image credit: Incentive Games