Incentive Games has officially made its entry into the UK real-money gaming market through a new partnership with leading iGaming network Jumpman Gaming Ltd. The collaboration, announced on August 11, 2025, marks the first time the company’s Incentive Studios division will bring its real-money games to UK players.
The launch follows Incentive Games’ acquisition of a UK Gambling Commission (UKGC) licence in March 2025, a move that set the stage for its expansion into one of the world’s most competitive regulated gaming markets. Jumpman Gaming, known for its wide network of casino and bingo brands and a distinctive white-label model, will be the first UK operator to feature Incentive Studios’ real-money titles.
Pilot Launch With Crash, Arcade, and Tower Games
The partnership will see an initial rollout of games from Incentive Studios, including updated versions of Crash, Tower, and Arcade-style titles. These games, redesigned with a focus on engagement and long-term player appeal, will be distributed across Jumpman’s fast-growing network. The pilot phase will serve as a key testing ground, allowing the developer to gauge UK player preferences, refine gameplay, and prepare for a broader market release.
Ahmed Baker, Chief Commercial Officer at Incentive Games, said: “We’re thrilled to partner with Jumpman Gaming as our first UK operator, marking a major step forward in Incentive Games’ real-money expansion. Their reach and unique white-label model give us access to a wide network of brands, making this a powerful launchpad. With more UK operators to follow, we’re excited to bring our proven innovation and player-focused design to the real-money space.”
Ambika Zutshi, Head of Casino Operations at Jumpman Gaming, added: “We’re always looking for partners that bring something genuinely different to our players, and Incentive Games does exactly that. Their unique approach to game design and player engagement aligns perfectly with our mission to offer entertaining, rewarding experiences across our network.”
From Free-to-Play Expertise to Real-Money Innovation
The debut of Incentive Studios in the UK builds on Incentive Games’ years of experience in the free-to-play sector. Earlier this year, the company unveiled Incentive Studios as its dedicated real-money division, with a mission to apply its deep understanding of player psychology and retention to cash gaming.
As CEO John Gordon explained at the time: “We’ve spent years refining the art of engagement in the free-to-play world. Now we’re bringing that same level of craft, creativity, and player psychology to our real-money games. Incentive Studios is where innovation meets performance.”
Rather than relying solely on flashy features, the team has rebuilt classic formats like Crash, Tower, and Arcade from the ground up, aiming to deliver sharper gameplay, better engagement, and greater rewards for both players and operators. The UK launch with Jumpman Gaming is the first step in rolling out these titles to regulated markets, with further operator partnerships expected in the near future.
Strategic Expansion in a Key Regulated Market
For Incentive Games, entering the UK through a partner with Jumpman Gaming’s reach offers both brand visibility and rapid scalability. The collaboration leverages Jumpman’s extensive platform network, enabling the developer to test its titles across multiple player demographics while building market share ahead of further launches.
The company views the UK as a strategic cornerstone in its broader global growth strategy. With the groundwork laid through the UKGC licence, Incentive Games plans to expand its real-money presence across additional regulated markets, continuing to merge its proven free-to-play expertise with high-performing real-money products.
Source:
Leading B2B games provider Incentive Games partners with Jumpman Gaming to launch real-money titles in UK, Incentive Games Press release, August 11, 2025.
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