The leading B2B game provider, Innocent Games, announced a strategic partnership with Lottoland, the brand name of the online game market in England. The partnership brings the innovative game packages of Innocent Games seamlessly into the Lottoland platform, which aims to bring more immersion and interactive lottery experiences to the player.
Founded in 2014, the Incentive Game is known for designing high-interactive free games and has worked with giants such as bet 365 and FanDuel to aggregate over 100 million players. In June 2025, the company launched the Innocent Studios as an exclusive sector for genuine gold games, focusing on transforming free games into paid content, such as Crash, Tower and Arcade variants, which combined user psychology studies to achieve an average retention rate of 65 per cent. At the heart of this collaboration is the first series of genuine gold games by the Incentive Studios, which will be fully online on the Lottoland platform in four quarters, including: an upgrade of the Crash game: the player predicts “crash points” to receive a double bonus, integrates Lottoland’s lotteries data, and achieves a “lott + spot” hybrid model. Arcade is now winning: a street-style challenge based on real currency, incorporating P2P interactions, with an expected 25 per cent increase in conversion rates. Tower Climbing Challenge: Multi-level Pay Levels, building on the success of the free version, combined with the Lottoland ‘ s spot-picking mechanism.
Lottoland, the pioneer of the lottery created in 2013, has 18 million users worldwide, with a market share of over 15 per cent in the United Kingdom, known as the Model Real Lottery model. Previously, the platform had worked with vendors such as Gaming Corps to enrich the content base, and the marriage to Innocent further expanded the diversity of the gold game. Incentive Games CEO John Gordon says: “Lottoland is the logo for the British page, and our gold game innovation will inject fresh blood into it, helping players move from passive to active interaction.” Lottoland’s CEO Nigel Birrell adds: “Incentive Studios’ game is perfect for our user preferences, and this partnership will make the platform sticker and drive GMV up 12% in 2025. The cooperation agreement covers technology integration, data sharing and joint marketing, with an initial investment of Pound5 million expected to cover the United Kingdom, Germany and Australian markets. The parties will also explore AI-driven individualized recommendations, such as the Crash event based on player history.
As the first major true gold game partnership six months after the establishment of the Innocent Studios, this marked an accelerated shift from a free game to a pay model for companies, while helping Lottoland to consolidate its lead in a highly competitive British market. According to industry data, the British lottery market is expected to be £15 billion in 2025, a partnership that may contribute an additional 10 per cent to the growth of users on both sides, facilitating the evolution of the gold game from “recreation” to “high returns”.
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