January 18, 2021

Edinburgh, Scotland, 18 January 2021: Gambling giant Betsson Group, has agreed on a deal with Incentive Games, to provide a suite of titles to launch on its Betsafe brand in Kenya. 

The British games provider, based in Edinburgh, has helped establish several brands in the African market – as well as its free-to-play customer acquisition and retention games, Incentive Games offers bespoke African virtual and jackpot products. 

Incentive Games’ products have proven to be  powerful customer acquisition and retention tools, because Incentive Games has specifically developed the games for markets where cellular data costs can be a significant barrier for users. 

Plus, Incentive Games’ offerings are sport-focused, which appeal to players that are not usually drawn to casino products – a huge draw in regions with limited live sport. 

John Gordon, CEO of Incentive Games, said: “We are delighted to be aligned with the Betsson Group and providing bespoke free-to-play and pay-to-play games for the Betsafe brand. We do not take a “copy and paste” approach to deliver games for clients. We pride ourselves on providing real value, and we are looking forward to helping another gaming brand launch effectively in the region.”

Ciara Nic Liams, Product Director at Betsson Group, said: “Africa is a new region for Betsson and we see its potential as one of the fastest growing online sports betting regions in the world. As with other regions, we are taking a localised approached to the Kenyan market.

“To that end, we believe offering free to play and pay to play virtual sports games will be a major acquisition channel for us, and Incentive Games is one of the leaders in this area. We look forward to launching its games to our players shortly.”