bet365 and Incentive Games Roll Out Preferred Team Feature for Fan Rivalries

The world of football predictions is becoming more personal. In close collaboration with global gambling giant bet365, B2B studio Incentive Games has rolled out a new feature called Preferred Team for the popular Tournament Challenge format. This innovation arrives exactly in time for the 2026/2027 football season and aims to integrate the emotional bond fans have with their clubs directly into the gaming experience. Players no longer have to prove themselves in a general, massive leaderboard but can specifically compete against other supporters of the same club.

The integration is remarkably simple. During regular gameplay in the Tournament Challenge, users are prompted to choose their favorite club. Those who decide to name their club are automatically placed in a dedicated fan league. For those who wish to remain anonymous or just want to tip, the system remains flexible. The prompt can be skipped and, according to the provider, will not appear again after being declined once, ensuring that the game flow is not interrupted by intrusive pop-ups.

Numbers and facts

The Tournament Challenge game is a core part of bet365’s free-to-play portfolio. Participants earn points by correctly predicting match outcomes. An important date for all participants is June 5, 2027. On this day, entries close exactly at the kick-off of the final scheduled tournament match. The offer is available to new and eligible customers, with a minimum age of 18 in most markets. An exception is the Netherlands, where access is only permitted from the age of 24.

Technically, this is managed via the Free Games tab within the football category on the bet365 website and app. In addition to the global version, there are standalone versions for markets in Spain, Italy, and Greece. This geographical split shows how important localized content has become for modern gambling operators. The cooperation between Incentive Games and bet365 is not limited to free games, however. It was announced as early as January 2026 that the partnership would expand to real-money titles, with the first releases in this area also planned for 2026.

Background

The psychological component behind the Preferred Team feature is obvious: fan identity. Ahmed Baker, Chief Commercial Officer at Incentive Games, sees the innovation as a powerful tool for customer retention. It is not just about who gives the best tip, but who is the smartest expert within their own fan community. This creates an additional incentive to return to the game regularly.

“Tournament Challenge is all about bringing fans closer to the action and the Preferred Team feature gives us an opportunity to deepen engagement by building on the loyalty fans already have for their clubs. It gives another reason for users to return to the game and gives them a more meaningful way to compete throughout the season.” - Ahmed Baker, Chief Commercial Officer at Incentive Games

From the bookmaker's side, the importance of identification is also emphasized. A spokesperson for bet365 explained that football is as much about identity and shared passion as it is about the results on the pitch. The new feature brings exactly this social dimension to the Tournament Challenge. The partnership with Incentive Games thus appears to be establishing itself as a key pillar for the operator's acquisition and retention strategy.

Why it matters for German players

For German bet365 customers, access to such free-to-play offers is often a welcome entry point. However, it is important to note that even free sweepstakes can be subject to the strict rules of the Interstate Treaty on Gambling 2021 (GlüStV 2021) if they serve as an incentive for regular gambling. German players must ensure they use a verified account with a provider licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL). Bet365 is on the official whitelist and thus meets German standards.

Specifically, for you, this means: Even if you participate in free tipping rounds, the strict limits apply when switching to real-money play. This includes the deposit limit of a maximum of 1,000 euros per month across all providers, monitored by the LUGAS system, as well as the stake limit of 1 euro per spin for virtual slot games. Since the Tournament Challenge at bet365 primarily prepares users for sports betting, the rules for sports betting apply here, where player protection and addiction prevention are paramount. Use the free features as entertainment, but always keep an eye on your budget.

What it means for GGL-licensed casinos

For GGL-licensed online casino operators, this move by bet365 shows that gamification is the key to legal customer retention. In a highly regulated market like Germany, where bonuses and marketing are strictly limited, such free-to-play formats offer a legally secure way to keep users on the platform. It is expected that other licensed providers in Germany will also increasingly rely on interactive prediction tools to promote social competition among fans without directly violating advertising restrictions. The GGL monitors such developments closely to ensure that the principle of separation between advertising and gaming is maintained.