Incentive Games Launches Real-Money Gaming Division, Incentive Studios

Incentive Games, a leading name in free-to-play game development, is proud to announce the launch of Incentive Studios, its new real-money gaming (RMG) division.

Built on years of success delivering high-performing free-to-play titles to global operators, and leveraging extensive user psychology and behaviour research, Incentive Studios marks a strategic expansion into the real-money gaming market.

Incentive Studios will focus on creating immersive real-money gaming content, kicking things off by putting a fresh spin on popular game variants like Crash, Tower, and Arcade. These aren’t simple upgrades; they’re complete rebuilds from the ground up, blending captivating gameplay with smart design principles to ensure lasting engagement.

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John Gordon, Chief Executive Officer at Incentive Games said, “We’ve spent years refining the art of engagement in the free-to-play world. Now we’re bringing that same level of craft, creativity, and player psychology to our real-money games. Incentive Studios is where innovation meets performance.”

Clients can expect familiar game formats, reimagined with a sharp focus on maximizing re-engagement and long-term play. Every title is built with user-centric design at its core, crafted to engage the next generation of real-money gaming players. With an player-first approach, the games are designed to drive acquisition, retention, and revenue.

With a growing library of original RMG titles in the pipeline, Incentive Studios is set to make its mark on the global gaming landscape. The first wave of games will be available to partners in Q3 2025.

The Danes’ gambling spend increased in April 2025 compared with the same month last year. Especially online casino and betting saw a growth in the spending.

Figures from the Danish Gambling Authority’s monthly statistics show that the total gambling spend in April increased by 11.5% compared with April 2024.

Particularly online casino and betting contributed to the growth in the total gambling spend with an increase of 21.6% and 6.1%, respectively. On the other hand, land-based casino and gaming machines saw a minor fall of 2.5% and 3.6%, respectively.

The monthly statistics also cover key figures describing the Danish Gambling Authority register of self-excluded players (ROFUS) and the helpline StopSpillet.

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Norway’s state-run gambling model could soon face a major change. With the next general election scheduled for September 8, the Progress Party is renewing calls to end the national gambling monopoly.

Speaking at a May conference hosted by the Norwegian Online Gaming Association (Norsk Bransjeforening for Onlinespill), MP Silje Hjemdal reiterated her party’s long-standing position that Norway must move towards a liberalised market. The call echoes the Progress Party’s 2021 election manifesto and gains momentum as similar reforms unfold in neighbouring Finland.

Hjemdal, a member of the Storting’s family and culture committee, highlighted successful remote gambling frameworks in Denmark, Sweden, and Finland. While she stopped short of endorsing a specific model, she expressed admiration for Denmark’s regulatory setup.

“I haven’t landed on a concrete model, but what’s happening in Denmark is very exciting. I’d gladly take a study trip there to learn more,” she said.

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She also pointed to the broader risks of maintaining the monopoly, noting that large sums of money continue to flow out of the country through unlicensed platforms.

“We are one of the very few countries left using this model. There’s a clear need for better regulation—under the current system, Norwegian sports and culture lose out as money is spent offshore,” Hjemdal added.

The Progress Party isn’t alone in pushing for change. The Conservative Party also supports opening Norway’s gambling market and included the proposal in its latest manifesto, released in September 2023.

Carl Stenstrøm, Secretary-General of the Norwegian Online Gaming Association, believes the upcoming election could prove decisive. In a previous interview, he described the current level of cross-party support as the strongest yet for ending the monopoly, with liberalisation potentially arriving by 2028.