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Incentive Games is a B2B software development company specializing in creating engaging free-to-play (F2P) and pay-to-play (P2P) games tailored for the sports, betting, and media industries. Their primary goal is to help clients, including sports betting operators, media organizations, and sports clubs worldwide, acquire new customers and retain existing ones through innovative and culturally relevant gaming experiences. They focus on delivering high-quality, bespoke games that drive user engagement and provide valuable data insights for their partners.
The Edinburgh headquarters serves as the central hub for core operations including game design and development, business strategy, client management, marketing, and administrative functions.
While specific interior details are not widely publicized, being in Edinburgh offers access to a historic and culturally rich environment. The office likely fosters a creative and collaborative atmosphere conducive to game development.
Incentive Games promotes a dynamic, innovative, and collaborative work culture. There's a strong emphasis on passion for sports and gaming, encouraging creativity, continuous learning, and a fun, inclusive environment where employees can thrive.
The Edinburgh HQ is pivotal as it positions Incentive Games within a key European tech ecosystem, providing access to skilled talent and fostering innovation in the competitive iGaming and sports technology sectors. It serves as the command center for its global outreach.
While headquartered in Edinburgh, Scotland, and with a significant presence in Nairobi, Kenya, Incentive Games serves a diverse global clientele. Their F2P and P2P gaming solutions are utilized by partners in various regions including Europe, Africa, North America, and Latin America. The company supports its international operations through a combination of its physical offices and remote teams, ensuring localized service and game deployment worldwide.
16A Annerdale Street Lane
Edinburgh
Scotland
United Kingdom
Address: Operational office in Nairobi; specific public street address not listed. This supports Incentive Games (East Africa) Limited.
To lead Incentive Games' expansion across East Africa and the broader African continent by leveraging local market insights, building partnerships, and providing localized solutions to clients.
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As of April 2025, Incentive Games' leadership includes:
Incentive Games has been backed by several prominent investors over the years, including:
Based on publicly available information, there have been no major C-level executive hires or departures announced by Incentive Games in the past 12 months. The core leadership team appears to have remained stable, focusing on growth and product development.
Discover the tools Incentive Games uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Incentive Games likely uses a common professional email format for its employees, typically based on their names. While the exact structure isn't officially published, a standard pattern is often [first].[last]@incentivegames.com or [first_initial][last]@incentivegames.com.
[first].[last]@incentivegames.com
Format
jane.doe@incentivegames.com
Example
75%
Success rate
SBC News • May 8, 2024
Incentive Games announced a record-breaking March 2024, engaging 1.2 million unique players with its free-to-play (F2P) games. This milestone highlights significant growth in user acquisition for its operator partners and demonstrates the increasing popularity of their offerings....more
iGaming Business • March 26, 2024
Incentive Games has solidified a new partnership with a major South African operator to introduce its suite of F2P and P2P games. This collaboration is set to enhance player acquisition and retention strategies in the burgeoning South African market....more
European Gaming • February 13, 2024
Incentive Games partnered with Betsson Group to launch a new bespoke free-to-play game specifically designed for the Greek market, aiming to boost engagement and attract new users for Betsson's brand in Greece....more
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