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For its newly launched Betsafe Kenya brand, Betsson AB has commissioned sports betting innovation studio Incentive Games to create a suite of free-to-play (FTP) games.
Aims to lead Kenyan market
Betsafe Kenya, introduced this December, is Betsson’s first African sports betting property in which the Stockholm group will aim to lead the Kenyan market in the areas of safer gaming, customer service and innovation.
With its latest brand that has secured main partnerships with leading Kenyan Premier League (KPL) football clubs, Gor Mahia FC and AFC Leopards, Betsafe’s entrance into the Kenyan market was agreed.
Ciara Nic Liam, Product Director at Betsson Group said: “Africa is a new region for Betsson and we see its potential as one of the fastest growing online sports betting regions in the world. As with other regions, we are taking a localised approach to the Kenyan market.
“To that end, we believe offering free to play and pay to play virtual sports games will be a major acquisition channel for us, and Incentive Games is one of the leaders in this area. We look forward to launching its games to our players shortly.”
Incentive Games track record
Incentive Games has maintained an established track record in creating tailor-made FTP titles for African markets, helping operators securely promote their products while acquiring a cost-effective acquisition and retention instrument.
Incentive Games currently provides BtoBet and East African sportsbook BetLion with FTP games suites.
Backing Betsafe Kenya as its current client, Incentive Games CEO John Gordon said: “We are delighted to be aligned with the Betsson Group and providing bespoke free-to-play and pay-to-play games for the Betsafe brand. We do not take a ‘copy and paste’ approach to deliver games for clients.
“We pride ourselves on providing real value, and we are looking forward to helping another gaming brand launch effectively in the region.”