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Incentive Games, Edinburgh, UK

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Incentive Games to Launch in Africa with BetLion

Incentive Games have announced an exciting new partnership with rising sports-betting company Betlion which will see their highly innovative free to play games released to a whole new audience across Africa. The deal will initially involve the launch of a new Betlion App rolling out two of IG’s flagship products, a single game fantasy football competition and a correct score predictor game with the potential for more to come.


Peter Stagles, Betlion’s Director of Operations expressed his satisfaction with the collaboration by saying

“We are delighted to be partnering with Incentive Games and feel it’s a real coup to be the first to bring their slick games offering to Africa.” Stagles added. “It’s a great extension of our product offering and will appeal not only to sports-bettors but every adult who is passionate about football across Kenya, Uganda and beyond. It will be a tremendous opportunity to increase our brand exposure whilst also bolstering acquisition and improving retention”.

Both games will provide a free to play opportunity for fans to have added interest in high profile matches and to win considerable cash prizes either by correctly predicting top performing players or by correctly predicting scorelines.


Incentive Games build software for businesses which allows them to acquire customers at a fraction of the industry standard cost through innovative gamification. They create engaging, accessible games which go beyond customer acquisition in providing businesses the means to retain their existing customers more effectively, as well as more efficiently monetise their userbase through upselling to their clients’ value chain and in-app purchases.

Formerly ‘Premier Punt Group’, Incentive Games have been moving from strength to strength since completing their rebranding campaign in late 2018. Building on their initial success designing industry-specific B2B tools as PPG, Incentive Games has diversified their offering significantly with products now applicable to any industry.


Specialists in customer acquisition, retention and monetisation, the company were tipped as one to watch at last year’s ‘Engage, Invest, Exploit’ (EIE) Scotland showcase and are off to an encouraging start this year with the announcement of a notable deal with African betting operator BetLion, signed in late 2018. The agreement will see Incentive Games expanding their reach into a lucrative new customer-base in the emerging African i-Gaming market.


The popularity of sports betting and other gambling formats is fast rising to become a phenomenon across the continent; Ghana, Kenya, Nigeria, Uganda and South Africa are all experiencing surges in all forms of both off and online gambling from lotteries and poker to slot machines, with this growth led primarily by sports betting and mobile online gaming. In a 2017 study, Kenya was found to have an estimated 2 million users actively engaging in mobile-based sports betting and gaming. The combined gambling industry of Kenya, Nigeria and South Africa alone is projected to be worth $37 billion with over 50% of each population betting regularly.


BetLion has gone from strength to strength since their launch in Uganda just prior to last year’s World Cup. They have quickly accumulated a considerable player base with their culture focused model, hiring homegrown talent to offer regional insights and localisation expertise whilst providing what their audience desires, a football-first approach, which their sponsorship of the national team, The Uganda Cranes, is testament of.

They have since launched in Kenya at the tail end of last year with numerous other countries rumoured to be on the way and have also recently launched Africa’s biggest football Jackpot, the $3.5Million ‘Goliath’, which is a clear sign of their intent and ambition.


“We are delighted to be integrating with such a fast-growing sportsbook in BetLion.” said John Gordon, Incentive Games CEO, “Our shared values of looking to offer best-in-class, engaging experiences for users is our springboard to launch successfully across Africa”


The focus is to drive BetLion visibility across the continent for existing customers whilst capturing a greater market share through the combined expertise of Scottish customer acquisition, retention and monetisation specialists, Incentive Games, and the marketing and domain knowledge provided by BetLion. The combination of market familiarity provided by BetLion and the customer engagement tools provided by Incentive Games look certain to make a noise in the football-crazed continent.


Incentive Games will be present at this year’s ICE London conference, the largest B2B gaming conference in the world. If you would like to book a meeting with Incentive Games whilst at the event, please contact Dan@incentivegames.com or visit the team at stand N9-506.

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