Incentive Games strikes global distribution deal with Light & Wonder

• Incentive Games signs a major distribution deal with Light & Wonder designed to boost its international footprint
• Light & Wonder is confident in the success of its new tie-up, which will further consolidate both companies' presence in crucial markets
• Both Incentive and Light & Wonder are pivoting strategically to ensure they make a strong impact on the industry

Incentive Games, an award-winning and globally-recognized B2B supplier of cutting-edge iGaming content, has signed a new distribution partnership with Light &Wonder that will allow the former to deploy its games with even more licensed clients and offer its titles across new and existing markets, reaching a wider range of players.

Incentive Games gets major boost with L&W distribution deal

This distribution partnership is hailed as a seminal achievement by both companies, which have been keen to grow their respective footprint and reach new audiences as well as consolidate their respective footprints and statuses as the go-to option for unparalleled online casino content.

Commenting on the partnership, Incentive Games Chief Commercial Officer Ahmed Baker said that he was very happy to see this partnership take place.

Baker spoke about his company’s expertise in working with direct and established partners such as Sky Bet, FanDuel, and bet365, but he similarly hailed the importance of far-reaching content deals with the likes of Light & Wonder and the latter’s cutting-edge distribution platform.

Light & Wonder Senior Director of Partners, Steve Mayes, was similarly pleased with this arrangement. Mayes had this to say:

We are excited to work with Incentive Games, a leader in gamification solutions. We look forward to leveraging their innovative platform and bringing their customisable crash and fast game content to all major regulated markets.

The partnership will allow Light & Wonder to distribute Incentive Games’ innovative and out-of-the-box titles across numerous markets around the world, with a particular focus on the UnitedStates, Canada, and the United Kingdom.

Individual partners and content distribution deals dominate business strategy

Other important jurisdictions of interest include Europe and South Africa, and both companies are determined to continue expanding their respective footprints. Incentive Games previously launched the Velocity crash game with bet365 in Brazil.

The crash games vertical has been very popular, and Incentive Games has not been shy about capitalizing on its strong position in the sector. Last year, the developer teamed up with Incentive Games to launch its crash games portfolio with 888Africa.

Light & Wonder has been re-calibrating its own presence in the iGaming industry, and the company recently withdrew from the Live Casino market, preferring to focus on other game genres and categories that the company has assessed to be more strategically viable for its long-term success.

Image credit: Incentive Games