Light & Wonder partners with Incentive Games

• Industry News
• 14. 04. 2025.
• Nikola Lasica

Renowned software provider Incentive Games joins forces for an exclusive game distribution deal with Light & Wonder, a leading cross-platform global game company with a worldwide footprint.

The new partnership will see several Incentive Games pay-to-play titles distributed across the L&W operator network in regulated markets in North America, Europe, South Africa, and the UK. At the same time, the studio’s free-to-play games will become available through the Light & Wonder content marketplace.

A landmark moment

The deal is a huge milestone for Inventive Games, the company that mastered the art of player retention. Previously, the studio worked directly with operators like FanDuel or bet365, which, we imagine, must have been complicated to manage.

Now, they have a partner they can rely on to do this heavy lifting, letting the studio focus on what it does best—making games. The studio’s CCO, Ahmed Baker, called the L&W partnership “a landmark moment in our company’s history.”

Light & Wonder grows further

Steve Mayes, Senior Director of Partners at Light & Wonder, was no less enthusiastic about their new partners. He called Incentive Games “a leader in gamification solutions” with far-reaching ideas and innovative game content.

Light & Wonder have a far-reaching cache of their own. Formerly known as Scientific Games, the company has a strong footing in both land-based and online casinos. The deal edges it ever closer to becoming an undisputed leader among cross-platform global game companies. Its 2024 gaming revenue reported a profit of $3.19 billion—a 9.7% increase from the year before.

You’ve probably played some of their games, such as Squid Game – One Lucky Day or Rich Little Hens: Founding Feathers, to name just a few. Their common features include huge rewards, RTP range, and some of the most polished pokies on the market.