Incentive Games launches crash and arcade titles in Alberta
Incentive Games, through its real-money division Incentive Studios, has deepened its North American footprint with the rollout of five titles on bet365’s platform in Alberta, bringing in Kicker, Mega Flight, Mega Flight Boost, Velocity, and Squid Game Red Light Green Light Cashout to local players. This marks Incentive Studios’s debut in the province and reinforces its momentum in regulated North American markets.
The latest iGaming market is forecast to generate CAD1.2 billion ($851 million) in its first year. Gambling spend per adult in Alberta, for instance, is CAD335($237), the highest in Canada and nearly double Ontario’s CAD189($134). Operators retain 80 per cent of net revenue, while the province takes 20 per cent, including allocations for responsible gambling and First Nations programmes.
Alberta’s regulated market opens
Alberta officially opened its regulated iGaming market on 13 July, becoming Canada’s newest jurisdiction with strict player protection rules, revenue-sharing commitments, and oversight by the Alberta iGaming Corporation (AiGC) and Alberta Gaming, Liquor and Cannabis (AGLC).
Prior to the official opening, about 70 per cent of online gambling in Alberta occurred on offshore, unregulated platforms. With the newly established framework, the province can now generate revenue while safeguarding players through compliance standards and third-party certification.
Additionally, with the province focusing more on arcade-style and crash games, they conform more closely with Incentive Studios’ portfolio. In other words, compared to traditional slots or table games, the studio’s titles offer rapid action, risk-reward mechanics, and pop culture themes. They include features that are more appealing to younger audiences and casual gamers.
Expanding portfolio of crash and arcade games
At launch, more than 50 operators registered with AGLC, with 22 approved site cards mapped to 17 operator entries. By mid-July 2026, 18 operators were live, competing directly against Play Alberta, the government-run platform. Those who enter early in these markets gain better visibility and enable them to set benchmarks for future entrants.
Strengthening partnership with bet365
Both Incentive Games and bet365 have had a long partnership across multiple jurisdictions as they continue to deliver engaging player experiences.
According to Ahmed Baker, Chief Commercial Officer at Incentive Games: “Launching in Alberta represents another important step for Incentive Studios, and we’re excited to bring five of our most popular titles to players in the province.”
For Rich Graham, bet365 Associate VP of Gaming: “Incentive Games has become an important partner for bet365 with its fresh, unique approach to game development, particularly in emerging verticals. We’re really pleased to be furthering our partnership by being their first partner in Alberta, and are confident local players will love their products.”
Aside from Alberta, Incentive Games’s prominent milestones include Ontario and Pennsylvania. They are now part of its increasing expansion in North America. Building on its success in Brazil, the studio is also planning to increase its presence in Mexico and Colombia. Both countries are in the midst of reinforcing their online gaming frameworks.
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