Incentive Games expands in North America with Ontario licence
Game developer Incentive Games has been awarded a licence to operate in Ontario by the Alcohol and Gaming Commission of Ontario (AGCO). Before receiving the licence, the company underwent strict security checks by AGCO and its associated regulator.
AGCO issued a gaming licence
Companies must apply for a licence from the Alcohol and Gaming Commission of Ontario (AGCO) in order to operate in the province’s igaming sector. This entails adhering to strict guidelines in a number of areas, such as cybersecurity, data protection, responsible gaming, financial transparency, and having a solid operating foundation. Getting this licence helps B2B businesses like Incentive Games to operate lawfully in Ontario and builds their reputation with possible partners.
Incentive Games’ North American expansion
Incentive Games is focusing its expansion efforts on North America due to the region’s significant revenue potential in real-money gaming. A key development in this strategy is the company’s entry into Ontario, a competitive and fast-growing igaming market. This move follows a series of milestones: a partnership with bet365 in early 2025, securing a provisional licence in Michigan in July 2025, and obtaining the Ontario licence in August 2025.
John Gordon, CEO of Incentive Games, described the Ontario licence as a significant achievement for the team and emphasised the company’s commitment to quality and responsible growth.
Gordon stated, “Ontario represents a huge opportunity for us, and securing this licence is a proud moment for the whole team. It reinforces our dedication to meeting the highest standards while delivering compelling real-money content. We’re looking forward to building strong relationships in the region and continuing our momentum across regulated markets worldwide.”
Previous licencing in Michigan
Incentive Games’ North American development was the issuance of a provisional licence in Michigan, which came just before its acceptance in Ontario. Gaining access to a sizeable player population, fortifying ties with operators, and laying the groundwork for further nationwide coverage are the company’s strategic objectives for entering Michigan.
The role of Incentive Studios
The business recently established Incentive Studios, a branch dedicated to creating content for real-money gambling. Instead of providing generic content made for other regions, like the US or the UK, its main goal is to produce localised games that are suited to the tastes of players in certain markets, like Ontario.
Incentive Games initially focused on free-to-play formats, gaining user insights and building brand trust. This foundation supports their transition into real-money gaming, combining engagement with monetisation.
Incentive Games partnerships with major brands
In order to increase user engagement, Incentive Games teamed up with bet365 to introduce the “Prize Matcher” game in New Jersey and Pennsylvania prior to obtaining official licences. The partnership also featured the “Group Stage Predictor” for Copa America and Euro 2024, which lets users anticipate the results of tournaments.
A $1 million jackpot reward was given out by one of the campaigns. These free-to-play campaigns increased brand awareness, gathered user information, and showed off the business’s aptitude for creating captivating game designs.
Earlier this year, Incentive Games partnered with Light & Wonder. The partnership was aimed at expanding Incentive Games’ presence across key regulated markets, including North America, Europe, South Africa, and the United Kingdom.
Ontario’s igaming market
With a wide variety of active operators and rising monthly revenue, Ontario is a regulated and expanding igaming industry in Canada. Big players like DraftKings, FanDuel, and now Incentive Games are part of the competitive landscape. The creation of customised content is prompted by the player base’s involvement and mobile focus.
