Incentive Games has achieved two significant milestones in its international strategy, securing regulatory approval in both the United Kingdom and the U.S. state of Michigan. These new licences allow the company to deliver its real-money gaming products to operators and users in two of the most established and regulated iGaming markets in the world.
The Michigan Gaming Control Board (MGCB) granted Incentive Games a Provisional Internet Gaming Supplier licence, authorizing it to begin operating in the state’s competitive online gambling sector. This marks the company’s first entry into the North American market and highlights its ambitions to grow in the regulated real-money gaming space across the region.
This licence approval comes shortly after the launch of Incentive Studios, a division focused solely on developing and expanding real-money gaming content. The company emphasized that meeting the MGCB’s strict licensing criteria required robust compliance across various operational aspects, including data protection protocols and responsible gambling practices.
Commenting on the achievement, Chief Commercial Officer Ahmed Baker stated, “Securing our Michigan licence marks an exciting new chapter for Incentive Games. It’s a testament to our unwavering commitment to meeting the highest regulatory standards and unlocks a significant opportunity for us in a critical North American growth market. This will allow Incentive Games to forge new partnerships and bring our highly engaging Real-Money Games directly to players in Michigan. We’re very grateful to the MGCB for this achievement, which is a pivotal step in our global expansion strategy as we continue to deliver world-class products and build strong partnerships in the region.”
UK Licence Enhances Access to a Mature iGaming Market
In a separate but equally important development, Incentive Games was officially awarded a licence by the UK Gambling Commission (UKGC) on March 27, 2025. This authorisation enables the company to offer its portfolio of real-money games to UK-regulated operators, expanding its presence in one of the most respected and strictly governed online gaming environments.
The UKGC is internationally regarded for its rigorous regulatory framework, and receiving its approval underscores Incentive Games’ dedication to maintaining the highest levels of operational and ethical standards. The licensing process required the company to demonstrate proficiency in several critical areas, including risk management, responsible gambling initiatives, and platform security.
This latest authorisation grants the company a foothold in a highly competitive and mature market, giving it the opportunity to reach new partners while reinforcing its reputation as a reliable and compliant game provider.
Building Momentum in Regulated Markets
Together, these two regulatory wins significantly strengthen Incentive Games’ global position and reflect its strategy of responsible, market-specific growth. By entering both a new emerging market in the U.S. and a well-established regulatory environment in the UK, the company has expanded its footprint while affirming its credibility on a global scale.
The Michigan licence is particularly noteworthy as it signals the beginning of the company’s regulated U.S. operations. With Incentive Studios at the forefront of this push, the firm is well-positioned to serve the dynamic needs of North American operators and players.
At the same time, the UK licence opens the door to new commercial opportunities in a jurisdiction known for its advanced regulatory systems and high consumer expectations—factors that Incentive Games has demonstrated it can meet.
These strategic steps, anchored by both regulatory achievements, reflect a pivotal period in the company’s growth and signal continued momentum in its plans for expansion.
Source:
‘’INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE’’ Press Release. July 08, 2025.
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