This week in B2B news: Incentive Games boosts bet365 F2P offering

Bet365 adds ‘Preferred Team’ feature to Tournament Challenge

Bet365 has added a new Preferred Team feature to its Incentive Games-powered Tournament Challenge F2P game.

Players can select their favourite club and are then placed in dedicated leagues with fellow supporters, building out the fan community aspect of the game.

Tournament Challenge allows players to predict match outcomes, combining football knowledge with points-based competition.

Ahmed Baker, Incentive Games chief commercial officer, said: “Tournament Challenge is all about bringing fans closer to the action and the Preferred Team feature gives us an opportunity to deepen engagement by building on the loyalty fans already have for their clubs.”

A bet365 spokesperson added: “Football is as much about identity and shared passion as it is about the results on the pitch. Preferred Team brings that into Tournament Challenge, giving customers a way to share the experience with fellow supporters.”

Sparley Interactive to go live with B2Tech

Sparley Interactive has agreed a supply deal with B2Tech to launch multiplayer games across the firm’s African portfolio.

Sparley Interactive emerged from stealth earlier this year, with the B2Tech deal marking the firm’s first publicly signed agreement.

Daniel Flesch, Sparley Interactive co-founder, said: “We started Sparley because we believe players want to play together. B2Tech knows the African markets and players extremely well, and we can’t wait to see our games live on their platform.”

Marcel Elfersy, B2Tech CEO, added: “Sparley brings something genuinely different to the casino offering – social, competitive games that give players a new and exciting reason to come back.”

Amusnet Gaming pens SkillOnNet Ontario partnership

Amusnet Gaming will launch a series of its games across SkillOnNet’s brands in Ontario, Canada, via a new agreement.

More than 140 of the supplier’s games will be made available across the operator’s brands in the province, such as PlayOJO, GeckoPlay and SpinGenie.

Julia Peeva-Sertov, Amusnet Gaming CEO, said: “Expanding our presence in Ontario is an exciting milestone for Amusnet Gaming, and we’re delighted to continue strengthening our partnership with SkillOnNet.”

Jani Kontturi, SkillOnNet head of games, added: “We’re always looking to strengthen our offering with high-quality content from established and innovative studios, and Amusnet Gaming is a great addition to our Ontario portfolio.”

S Gaming lands Swedish licence

S Gaming has secured a Swedish B2B licence and will soon launch a series of its leading titles, including Spice is Right, in the market.

The licence application process was supported by BetComply. More titles will go live in Sweden in January, the supplier noted.

Charles Mott, S Gaming CEO, said: “Securing our Swedish licence is an important milestone for S Gaming and a clear signal of our ambition to expand into high-quality regulated markets.

“Sweden is a sophisticated and competitive jurisdiction, and we are excited to introduce our games to players there.”

PureWager Group and PLLAY team up

PureWager Group has partnered with PLLAY to launch a combined solution for the sweepstakes and skill gaming market.

PureWager’s B2B solution will now include PLLAY’s AI-powered skill game and prediction outcome settlement tool.

Elliott Banks, PureWager Group CEO, said: “Skill-game players already love to compete. For eligible adults who choose to opt in, our platform offers a safe, licensed option, with affordability limits from day one, real-world rewards that work on days with no game, and infrastructure that PLLAY can use everywhere it operates. That is the definition of one plus one equalling 10.”

Shawn Gunn, PLLAY CEO, added: “Every social wagering provider, skill-gaming platform and brand running a free-to-play campaign has the same problem: proving who actually won. PLLAY Vision AI solves it once, for every partner, and PureWager’s platform lets us deliver it at scale.”

Wazdan inks Veikkaus deal

Wazdan has launched in Finland after agreeing a supply deal with the monopoly operator Veikkaus.

An initial three games have gone live with the state-owned operator, with more Wazdan titles to hit the market in the coming months.

Bekki D’Agata, Wazdan commercial director, said: “We look forward to working closely with the Veikkaus team and bringing more of our high-quality content to its players.”

Riikka Seppänen, Veikkaus vice-president of icasino, added: “This partnership aligns perfectly with our commitment to providing a world-class gaming experience, and we are confident their titles will be a major success with our players.”

Betsson donates Club Brugge front-of-shirt sponsor

Betsson has donated its front-of-shirt sponsorship with Belgian side Club Brugge to the club’s charitable foundation.

Club Brugge wore shirts with the message “No Heart No Glory” emblazoned on them in their Champions League tie with PSV Eindhoven on 4 November.

The operator has been the principal sponsor of the Belgian Pro League side since the summer of 2025.

Betsson said: “The initiative reflects the shared ambition of Club Brugge and Betsson Group to use football’s reach and visibility to support causes that create meaningful change beyond the game itself.”