Incentive Games and Esports Technologies have entered into a commercial agreement, with the former supplying the esports betting provider with free-to-play games. 

The software licence and service agreement deal will see Esports Technologies incorporate a customised suite of free-to-play products into its range of brands, including a number of European operators. 

Esports markets covered by the partnership include CS:GO – which will be the first target – with plans to expand the free-to-play offering to Dota 2, League of Legends and Valorant, featuring game mechanics designed to acquire and retain customers and increase lifetime value. 

John Gordon, CEO of Incentive Games, said: “This is a flagship moment for us and also for Esports Technologies. We have chosen what we feel is the best esports focused company for us to enter the vertical. 

“We are taking what we have learned with traditional sports and casino free-to-play games and adapted new products specifically for esports. Our algorithms and data models will help us evolve these games through data-driven design, which will allow Esports Technologies to continue its vision to be the leader in esports wagering.”

Headquartered in Edinburgh and Newcastle-upon-Tyne, Incentive Games develops free-to-play games for sports betting, fantasy sports and casino operators, with the firm’s clients including FSB, BtoBet and most recently bet365.

Meanwhile, Las Vegas-based Esports Technologies has been consolidating its position on the other side of the Atlantic over the past year, having acquired Aspire Global’s B2C operations as well as gaining a UK operating licence last year. 

The takeover of Aspire’s B2C businesses for a total consideration of $76 million (€68 million) saw Esports Technologies secure the UK-facing Karamba, Hopa, and Griffon Casino and continental-focused BetTarget, Dansk777 and GenerationVIP brands.

Michael Barden, Director of Loyalty and Retention at Esports Technologies, added: “In Incentive Games, we have a recognised developer with a track record of building free-to-play games across all wagering verticals to actively engage and retain players. 

“We have immediate access to Incentive’s library of game mechanics we can apply to the esports vertical, and we will be jointly developing custom free-to-play games that are authentic to our rapidly evolving gamer audience.”