Incentive Games has announced the launch of a new ‘Preferred Team’ feature for bet365’s popular free-to-play Tournament Challenge, timed perfectly ahead of the 2026/27 football season. The significant platform update introduces team-based leagues into the prediction game, granting players the opportunity to compete directly against other supporters of the exact same football club.
Developed by Incentive Games as part of bet365’s broader free-to-play portfolio, Tournament Challenge allows users to predict match outcomes and accumulate points within a competitive leaderboard format. With the introduction of Preferred Team functionality, participants are prompted during gameplay to select their favorite club, subsequently placing them into a dedicated league alongside fellow fans. Incentive Games confirmed that the team selection prompt is entirely optional and can be skipped; if a user chooses to bypass the prompt, they will not be asked again, preserving uninterrupted gameplay.
Deepening fan loyalty and community connection
Ahmed Baker, Chief Commercial Officer at Incentive Games, emphasized the strategic value of the new feature:
“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. We’re pleased to continue working with bet365 to develop the experience and explore new ways to connect players with the football they love.”
Echoing these sentiments, a spokesperson for bet365 highlighted how the update reflects the emotional core of sport:
“Football is as much about identity and shared passion as it is about the results on the pitch. Preferred Team brings that into Tournament Challenge, giving customers a way to share the experience with fellow supporters. It’s a natural addition to the game and we’re pleased to continue developing our partnership with Incentive Games.”
Accessibility and promotional terms
Tournament Challenge is readily accessible via the ‘Free Games’ tab located within the Football classification on bet365, supported by promotional access banners across both the operator’s desktop website and mobile application. While the game is available across key global markets, including standalone versions tailored for Spain, Italy, and Greece, specific promotional terms apply.
According to bet365 guidelines, the offering is restricted to new and eligible customers, carries an 18+ age limit (stretching to 24+ for players in the Netherlands), and features entries closing strictly at kick-off of the final scheduled tournament match on June 5, 2027.
As free-to-play gamification continues to serve as a primary acquisition and retention tool for tier-one operators, innovations like the Preferred Team update demonstrate how studios can successfully blend sports fandom with interactive digital entertainment.
