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Edinburgh-Based Incentive Games Partners with BetLion

Dominique Adams


fantasy football

A new partnership between Incentive Games and East African bookmaker BetLion will see two of its flagship products rolled out in Africa. 

Edinburgh-based app developer Incentive Games, previously known as Premier Punt, has made a deal with BetLion to launch an app that will roll out its two flagship products: a fantasy football competition and a score predictor game.

Incentive Games will develop a bespoke app for BetLion, one of Africa’s newest up and coming betting companies, which will feature a single game fantasy football competition offering fans the chance to win cash by predicting match incidents and outcomes.

By combing BetLion’s local knowledge and Incentive Games’ expertise in customer acquisition, retention and monetisation, it is hoped that the partnership will drive visibility and grow BetLion’s market share. Last month, BetLion launched Africa’s biggest football jackpot for 350 million Kenyan shillings (£2.6 million).

Director of operations Peter Stagles said: “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.”

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

The latest deal will help to push Incentive Games’ plans to expand the business internationally. Recently the company recruited a new chief of technology officer Michael Stepehn, former OpenBet product development lead, as it prepares to also target the US market.

The online gambling formats are becoming widely popular across the continent – Ghana, Kenya, Nigeria, Uganda, and South Africa are all experiencing a rapid rise in the area. The growth is being led by sports betting and mobile online gaming.

A 2017 study found that an estimated 2 million users actively engage in mobile based sports betting and gaming in Kenya. The combined gambling industry of Kenya, Nigeria and South Africa alone is projected to be worth billions with more than 50% of each population betting regularly.

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Dominique Adams

Staff Writer, DIGIT

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