Incentive & NewPlay Group strike Africa-focused partnership

Content developer Incentive Games has announced a new partnership with NewPlay group, a UK-based investment company specialised in providing mobile entertainment, gaming and media content services to customers in developing markets with a focus on East and West Africa.

The deal will see Incentive provide its virtual football wagering game to two of Newplay’s operator brands in Kenya and Ghana, Playabet and Betyetu respectively.

The virtuals game is optimised for low-spec smartphones, meaning it can be used by customers in developing markets where technological penetration is lower. It also offers continuous wagering opportunities during the suspension of live sports.

Players can place bets across multiple ‘v-leagues’, virtual versions of real-life leagues such as the English Premier League and La Liga. The virtual leagues run an entire season from start to finish every two hours.

John Gordon, chief executive of Incentive Games, said:

“Playabet is an exciting up-and-coming brand in Africa, and we look forward to launching with their respected and recognisable Betyetu brand in Ghana in near future, therefore we are really excited to be working with them to launch our virtuals game in Kenya and Ghana. We also look forward to expanding our product offering in the near future when the sporting world resumes competition. Until then, we are excited to support NewPlay Group’s activity as it continues to be a market leader in the African iGaming industry.”

NewPlay Group CEO Conor O’Donovan added that his business understands the technology and market constraints in African jurisdictions, which had necessitated “significant research” to find a suitable virtuals partner.

“We were attracted to Incentive, as they have achieved the balance in delivering a compelling UX while remaining light and accessible on low-end devices. We are delighted to be partnering with Incentive, going live with Playabet in Kenya initially followed by Ghana with view to expanding this relationship into other territories in 2020/2021.”


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