From Early Backing to Global Momentum: Entain and Octoplay Continue Their Growth Journey
Most iGaming partnerships begin with a simple content agreement. A studio provides games, an operator lists them, and the relationship stays focused on distribution. Entain and Octoplay went somewhere else with it. A year on from a single UK launch, their partnership has grown to eleven shared markets, made its US debut through BetMGM, and produced a jackpot engine the two companies built together. This isn’t a new deal or a renewal. It’s a progress report, and the progress is the story.
That pace is unusual on its own. What makes it worth a closer look is how deliberately it was built.
From a UK launch to eleven shared markets
The partnership opened in the UK and expanded quickly from there. Octoplay content is now live with Entain in Belgium, Canada, Croatia, Denmark, Georgia and Ontario. In North America, BetMGM became the first Entain brand to take Octoplay’s games live in the US, launching in Michigan and New Jersey, two of the most competitive regulated markets in the country.
Alberta is next. Having secured its provincial licence, Octoplay is set to launch with Entain on day one, the same approach that carried its earlier North American entries. Spain, Brazil, Italy and Greece are all in preparation, further expanding the partnership across regulated markets in Europe and Latin America.
For a studio, that speed matters. Regulated market entry usually takes years, tied up in licensing, compliance and the slow work of building operator trust. Octoplay covered that ground within a single year, helped by an operator willing to open doors it could not have opened alone.
Why this goes beyond content distribution
The real difference here is product integration, not distribution.
Entain didn’t just add Octoplay titles to its lobby. It worked with the studio to build content designed specifically around its players. The clearest example is Jackpot Blitz, a customised version of Octoplay’s jackpot engine created for Entain and deployed across its brand portfolio. It pairs Entain’s customer data with Octoplay’s technology to produce something built for one operator’s environment, not a generic release pushed to everyone.
The exclusive content reinforces the point. Four bespoke titles delivered for Entain in 2025, including a branded game for Coral and an Elvis Presley branded release live only with BetMGM in the US. Two more bespoke projects are already in development.
That reflects an operator treating a studio as part of its broader product strategy rather than simply another content supplier.
The strategic lesson for operators and suppliers
Strip it back and the deal makes one argument well. Depth beats volume.
A studio with one strong operator relationship gets what most spend years chasing: entry into new markets, regulatory know-how and real commercial reach. An operator working closely with a specialist studio gets differentiated content that rivals can’t easily copy. As competition tightens across regulated markets, that kind of exclusive product is becoming one of the sharper tools operators have for holding player attention and protecting brand position.
For anyone running supplier strategy, the takeaway is worth sitting with. The relationships that pay off are measured by how aligned both sides are, not by how many games change hands.
What both companies highlighted
Octoplay CEO Ralitsa Georgieva described the relationship as a genuine collaboration built around market expansion and joint product development, pointing to Jackpot Blitz and the Elvis Presley launch as proof of what the two companies can build together.
Entain’s Global Gaming Director Obdulio Bacarese put the studio’s creative ambition and delivery speed at the centre of why Entain identified Octoplay as a strategic partner early.
Both read the relationship the same way. This has grown past a supplier arrangement into something closer to a shared content strategy.
What comes next for Entain and Octoplay
The next chapter comes down to execution. Spain, Brazil, Italy and Greece all represent meaningful growth, and Brazil in particular sits among the most closely watched markets in global gaming right now, which makes a launch there strategically significant. With further bespoke projects in the pipeline, the partnership will keep testing whether a deeper operator-studio model can hold up at international scale.
For now, the Entain and Octoplay relationship stands as one of the clearest examples of how strategic partnerships are reshaping the way content reaches regulated markets. And by every signal from both sides, they’re only getting started.
Source: Octoplay
