A supply agreement has been etched out between bet365 and Incentive Games, with the latter providing the online sports betting and gaming operator with its free-to-play and play-to-play products.

As a result of the agreement, Incentive will develop a series of bespoke free-to-play and play-to-play jackpot games for bet365, which will be made available to the company’s customers in all global markets where it maintains a presence.

This service will include consultation on game design and gamification, as well as game development and mathematical support to power the products. By linking with bet365, Incentive aims to assist with driving player acquisition, reactivation and retention at scale via its free-to-play content offering.

“We were impressed with Incentive’s track record of developing Free-to-Play content that delivers significant results when it comes to acquisition, reactivation and retention,” a bet365 spokesperson commented.

“We always look to offer our players content and experiences they cannot find anywhere else, which is why we are working with Incentive to develop a series of bespoke titles. 

“These titles will help us to acquire new players and in particular from demographics in regions that we have yet to engage, while also delivering added value to those already a customer of bet365.” 

Incentive Games currently provides its free-to-play products to a number of prominent betting operators, having struck notable agreements this year with FSB, Aspire Global’s BtoBet sportsbook platform and Betsson AB’s Betsafe Kenya brand. 

The company has reported positive results for its products so far, having identified a 50% increase in week-on-week customer retention, a 22% reduction in acquisition costs and in some cases a 100% boost to customer lifetime value.

“bet365 is an industry power player, and we are delighted to be working with the operator to develop and deliver a suite of bespoke Free-to-Play and Pay-to-Play titles,” remarked Incentive Games’ CEO, John Gordon.

“Our bespoke games are unrivalled when it comes to helping operators take acquisition, reactivation and retention to the next level, and it’s excellent that bet365 can leverage the upsides they provide. 

“By adding our bespoke games, bet365 can further stand out from its rivals with unique content that is proven when it comes to elevating the customer experience and delivering incremental value. This deal with bet365 cements us as the world’s number one developer of Free-to-Play content, and we look forward to a long and successful partnership together.”