Flutter-owned gambling operator Sky Bet has formed a new partnership with Incentive Games, a leading B2B games provider, to release a new soccer-themed game. The new game will see Sky Bet explore opportunities within the iGaming sector as it seeks to channel more players toward its products.

The new game is called Match 5 and will allow Sky Bet to differentiate its online offering from its competitors. Combining elements of iGaming and sports betting, the new game allows fans to visit the Sky Bet app daily to collect a different Premier League team.

The teams players get are picked at random, adding a layer of unpredictability to the product. In addition, players can get up to £20 in free bets depending on how many of their teams win at the weekend.

Match 5 is now available to all new and eligible Sky Bet customers in the United Kingdom and Ireland. The official launch was held on February 12, providing fans with a new opportunity to explore the world of professional soccer.

In an update on LinkedIn, Incentive Games pointed out that the new product has enjoyed “phenomenal uptake” in the first week. The provider is excited to see how this partnership with Sky Bet will evolve.

Match 5 Will Be a Game-Changer

John Gordon, Incentive Games’ co-founder and chief executive officer, said that his team is very excited about the game. He described it as a “classic example of simple insight, easy accessibility and engagement,” saying that it will be a way for soccer aficionados to take their experience to the next level.

Combined with Sky Bet’s scale, this is a real game-changer.

John Gordon, co-founder & CEO, Incentive Games

In the meantime, Dan Colton, managing director at Sky Bet, said that Match 5 is the “culmination of months of hard work.” He praised Incentive Games’ team for its incredible work on the game and said that Sky Bet cannot wait to see how customers interact with it.

The beauty of the game is that it’s a really creative way of rewarding football fans that replicates the thrill of an acca but is totally free to play.

Dan Colton, MD, Sky Bet

A month ago, Sky Bet altered its best odds guaranteed (BOG) promotion, restraining access to active Sky Bet Club loyalty program members. Despite these changes, Sky Bet remained convinced of the success of the offering.

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As a result, bet365 and Incentive Games have released the Unleash A Mercenary original casino game that is now available to more than 130 countries. The game is a free-to-play title that is inspired by bet365’s exclusive Mercenary X slot and will help the operator to strike home with new and existing audiences.

Bringing More Original Content to Bet365’s Offer

The game is involved to be engaging and entertaining, with players allowed to unlock daily rewards and unlock various goodies, such as free spins, and even cash rewards. Unleash A Mercenary is now available across bet365’s entire network globally, a massive achievement.

Commenting on the latest opportunity, Incentive Games founder and CEO John Gordon said that this was a historic moment. He hailed the opportunity to be working with bet365 on this new and exciting title and further build upon the popularity of Mercenary X:

Harnessing the sublime graphics from Mercenary X takes this game to the next level. Coupled with our world-class user segmentation and data analysis, Unleash A Mercenary really is a game-changer.

Incentive Games founder and CEO John Gordon

A bet365 spokesperson was similarly happy to see the launch of the new game. The person said that Unleash A Mercenary was a worthwhile continuation of the previous title which was released in December 2022 and proved an immediate hit with global audiences.

Bet365 Continues to Deliver Top-Performing Titles to Players

Bet365 has been actively building across its so-called Originals brand and portfolio, which features in-house and exclusive games developed specifically for the operator and nobody else. By bringing more free-to-play offering through this new title, the person said, bet365 was able to do better for its customers and outmatch any other competitor in the process.

“We’re delighted to once again partner with Incentive Games, and hope that Unleash A Mercenary unleashes an amazing gaming experience for our players,” the official statement by the person concluded.

Incentive Games and bet365 have been developing free games on numerous occasions together. Recently, the pair teamed up on a similar free-to-play offering during the Royal Ascot horse racing competition.

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