Octoplay and Entain Deal Spans Europe and North America via BetMGM, with LatAm and Alberta Rollouts Looming
Global iGaming conglomerate Entain has finalized a major expansion of its software supply agreement with casino game studio Octoplay, extending their content distribution pipeline across 11 regulated jurisdictions. The broadened alliance establishes a comprehensive rollout matrix spanning the United Kingdom, Europe, and North America, with active integration pipelines targeting immediate expansions into emergent regional zones.
The announcement underscores a deepening technical integration between the two entities, moving beyond standard game-aggregation supply models into custom product development and exclusive intellectual property (IP) acquisition for Entain’s flagship brand portfolio.
Multi-Jurisdictional Scaling and North American Projections
The commercial arrangement builds upon a foundational partnership that initially launched within the regulated United Kingdom market. Following sustained performance metrics, the distribution model was scaled across several key international territories, establishing active footprints in Belgium, Canada, Croatia, Denmark, Georgia, and the province of Ontario.
In the United States, Entain’s prominent joint venture brand, BetMGM, acted as the primary launchpad for the studio’s software, serving as Octoplay’s first domestic operator partner while deploying live titles across the regulated igaming markets of Michigan and New Jersey.
The next immediate phase of the North American roadmap centers on the Canadian province of Alberta. According to joint corporate disclosures, Octoplay is positioned to go live with Entain “on day one” in the province, a deployment scheduled to execute immediately upon the studio finalizing its official provincial licensing requirements with local regulatory bodies. This proactive channelization model highlights Entain’s broader strategic posture of securing early, highly specialized content positions within freshly liberalized or restructuring gaming territories.
Co-Developed Systems and Bespoke Intellectual Property Exclusives
Beyond traditional supplier-operator relationships, the technical collaboration between Entain and Octoplay extends into deep product architecture and co-development. The engineering teams co-developed “Jackpot Blitz,” a specialized, bespoke iteration of Octoplay’s proprietary progressive jackpot engine. This customized engagement framework was built specifically for Entain’s distinct global player base and has been actively deployed across the group’s centralized brand portfolio to drive user retention and lifetime value (LTV).
The studio’s current product pipeline also heavily prioritizes exclusive content projects. Octoplay is delivering four bespoke game integrations for Entain, which feature a customized branded slot title engineered for UK mainstay Coral, alongside a high-exposure Elvis Presley™ branded game built exclusively for the US-facing BetMGM platform. Furthermore, development teams have confirmed that two additional bespoke software projects are currently in active production to satisfy continuing operator exclusivity windows.
Ralitsa Georgieva, CEO at Octoplay, detailed the collaborative relationship driving the studio’s international scaling:
“Our story with Entain is not a typical supplier-operator relationship. 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.”
Obdulio Bacarese, Global Gaming Director at Entain, reinforced the commercial rationale behind elevating the studio to a core tier-1 partner:
“What sets Octoplay apart is the combination of creative ambition and the operational speed to deliver against it. 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.”
