Entain expands Octoplay partnership across 11 markets, with more launches planned

Entain said it has expanded its content partnership with casino game studio Octoplay to 11 regulated markets since first launching in the UK, with additional launches in Alberta and several European and Latin American jurisdictions in preparation.

According to the companies, the rollout that began in the UK has expanded into Belgium, Canada, Croatia, Denmark, Georgia and Ontario. Entain added that Brazil, Greece, Italy and Spain are next in the pipeline.

In North America, Entain said its joint venture BetMGM was Octoplay’s first operator partner to take the studio’s content live, including launches in Michigan and New Jersey. The companies said Alberta will be the next launch following Octoplay securing a provincial license, with Octoplay set to go live with Entain “on day one.”

Entain and Octoplay also said they co-developed “Jackpot Blitz,” described as a bespoke version of Octoplay’s jackpot engine built for Entain’s player base, and that it is deployed across Entain’s brand portfolio. The companies added that Octoplay is delivering four bespoke game projects for Entain in 2025, including a branded title for Coral and “the launch of an Elvis Presley™ branded game exclusively with BetMGM in the US,” with two additional bespoke projects in development.

“Our story with Entain is not a typical supplier-operator relationship,” says Ralitsa Georgieva, CEO at Octoplay. “They backed us early, opened markets we couldn’t have entered alone, and trusted us to build products that sit at the heart of their content strategy. From Jackpot Blitz to Elvis, every project has been a genuine partnership. We are now focused on bringing this momentum into Spain, Brazil, Italy, and Greece — and we’re only getting started.”

“What sets Octoplay apart is the combination of creative ambition and the operational speed to deliver against it,” says Obdulio Bacarese, Global Gaming Director at Entain. “We identified them as a studio with exceptional potential, and what we’ve seen since — the rapid multi-market scaling, Jackpot Blitz, four bespoke exclusives, the Elvis launch in the US — has confirmed that judgment. Octoplay has earned its place as a strategic content partner for this group.”