Entain Expands Octoplay Deal to 11 Markets, Alberta Up Next
Entain expands its content partnership with Octoplay to 11 markets, with Alberta set to go live next once the studio secures its provincial licence. The deal already covers the UK, Europe and North America through BetMGM, and Brazil, Greece, Italy and Spain are named as future launches, according to the companies.
The partnership began with a UK launch and has since extended to Belgium, Canada, Croatia, Denmark, Georgia and Ontario. In the US, BetMGM was Octoplay’s first operator partner and took the studio live in Michigan and New Jersey.
Entain and Octoplay have also moved into joint product development. The companies co-developed Jackpot Blitz, a bespoke version of Octoplay’s jackpot engine built for Entain’s player base, and rolled it out across Entain’s brand portfolio.
Octoplay will deliver four bespoke game projects for Entain in 2025. These include a branded title for Coral and an Elvis Presley™ branded game exclusive to BetMGM in the US, with two further bespoke projects in development.
Ralitsa Georgieva, CEO at Octoplay, said the relationship with Entain is not a typical supplier-operator one. She said Entain backed the studio early, opened markets it could not have entered alone, and trusted Octoplay to build products tied to its content strategy.
Georgieva pointed to Jackpot Blitz and the Elvis title as examples and said Octoplay is now focused on Spain, Brazil, Italy and Greece.
Obdulio Bacarese, Global Gaming Director at Entain, said Octoplay showed creative ambition and the operational speed needed to deliver. He said the studio’s rapid multi-market growth, Jackpot Blitz, four bespoke exclusives and the Elvis launch confirmed Entain’s early view of the studio’s potential.
💡TGJ Take
This deal matters less as a content rollout and more as a signal to the supplier market. Octoplay does not just distribute games across Entain’s brands: it builds operator-specific mechanics like Jackpot Blitz and exclusives like the Elvis title, work most studios cannot match at this pace. For other suppliers, the message is clear. Speed and local licensing readiness now count as much as game quality when a group Entain’s size chooses who gets shelf space. Alberta is the next test. If Octoplay goes live there on day one as promised, it will back up that reputation.
