Entain expands Octoplay partnership across 11 regulated gaming markets

Entain has further strengthened its commercial relationship with casino content developer Octoplay, extending their partnership across 11 regulated gaming markets. The latest phase of the collaboration will see Alberta become the next jurisdiction to welcome Octoplay's portfolio after the studio completes its provincial licensing requirements.

The continued expansion highlights the long-term relationship between the two companies as they work together on market growth, exclusive game development and product innovation. Rather than focusing solely on content distribution, the partnership has evolved into a broader strategic collaboration that includes custom technology and exclusive branded titles.

Partnership continues to expand internationally

The collaboration between Entain and Octoplay first began in the United Kingdom before gradually expanding into several regulated jurisdictions.

According to information shared by the companies, the partnership now covers Belgium, Canada, Croatia, Denmark, Georgia, Ontario and additional regulated markets. Alberta is expected to become the next market where Octoplay launches with Entain immediately after the supplier receives the required provincial approval.

The companies stated that Octoplay will go live with Entain “on day one” following its licensing in Alberta. This approach reflects the close coordination between the operator and the game developer as they continue expanding into newly regulated jurisdictions.

The broader rollout forms part of Entain's ongoing strategy to provide players with a wider portfolio of casino content across multiple regulated markets while supporting supplier partners with international growth opportunities.

Expansion in North America

North America has become an important region within the partnership.

In the United States, BetMGM, the joint venture between Entain and MGM Resorts International, became Octoplay's first operating partner. Through BetMGM, Octoplay launched its games in both Michigan and New Jersey, giving the studio an early presence within regulated US online casino markets.

The Canadian market has also become increasingly important. Following launches in Ontario and other jurisdictions, Alberta is expected to become the next step in Octoplay's Canadian expansion once regulatory approval has been completed.

As more Canadian provinces continue to evaluate regulated online gaming frameworks, partnerships between established operators and licensed content suppliers may continue to play an important role in future market development.

Product development goes beyond content distribution

The relationship between Entain and Octoplay extends beyond a standard supplier agreement.

The companies have collaborated on developing proprietary gaming products designed specifically for Entain's customer base. One example is Jackpot Blitz, which the companies describe as a bespoke version of Octoplay's jackpot engine.

The customised jackpot system has been developed for deployment across Entain's portfolio of gaming brands, allowing the operator to offer a differentiated jackpot experience while leveraging Octoplay's underlying technology.

This collaborative development approach demonstrates how supplier relationships within the regulated online gaming industry increasingly involve shared product design rather than simply licensing existing game libraries.

Exclusive branded games strengthen the relationship

Exclusive content has become another important element of the partnership.

Octoplay confirmed that it is producing four bespoke game projects for Entain during 2025. Among these projects is a branded title developed specifically for Coral, one of Entain's established gaming brands.

The studio also announced “the launch of an Elvis Presley™ branded game exclusively with BetMGM in the US”, expanding its portfolio of licensed entertainment content for regulated markets.

In addition, Octoplay stated that two further bespoke projects are currently under development. While specific details have not yet been disclosed, the continued investment in exclusive content reflects the companies' intention to differentiate their gaming portfolios through unique releases.

Exclusive games have become an increasingly common strategy among major operators seeking to offer distinctive content that is not immediately available across competing platforms.

Leadership comments on the collaboration

Octoplay Chief Executive Officer Ralitsa Georgieva described the relationship as significantly broader than a conventional supplier agreement.

“Our story with Entain is not a typical supplier-operator relationship,” says Ralitsa Georgieva, CEO at Octoplay. “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.”

Her comments indicate that both companies intend to continue expanding into additional regulated jurisdictions where licensing opportunities become available.

Entain highlights long-term strategic value

Entain also emphasised the operational strengths that have supported the partnership's continued growth.

“What sets Octoplay apart is the combination of creative ambition and the operational speed to deliver against it,” says Obdulio Bacarese, Global Gaming Director at Entain. “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.”

The statement reflects Entain's assessment of Octoplay's ability to support both commercial expansion and customised product development across multiple regulated jurisdictions.

Looking ahead

The companies have indicated that further geographic expansion remains part of their long-term plans.

Octoplay identified Spain, Brazil, Italy and Greece among the jurisdictions where it hopes to build on its existing momentum alongside Entain. Any future launches would remain subject to the applicable licensing and regulatory requirements within each market.

As regulated online gaming continues to develop globally, strategic partnerships between operators and specialist content providers are likely to remain an important part of industry growth. Collaborations that combine international distribution with exclusive product development may offer both companies opportunities to strengthen their positions in competitive regulated markets.

Conclusion

The continued expansion of the relationship between Entain and Octoplay illustrates how supplier partnerships are evolving within the regulated online gaming sector. What began as a content agreement in the United Kingdom has grown into a multi-market collaboration that includes exclusive games, bespoke technology and coordinated international expansion.

With Alberta expected to become the latest market to join the partnership and additional jurisdictions under consideration, both companies appear focused on supporting long-term growth through regulated market expansion and tailored gaming experiences. While future launches remain subject to licensing approvals, the collaboration demonstrates a shared commitment to innovation and strategic development across multiple jurisdictions.

FAQs

What is Entain?
Entain is an international sports betting and gaming company that operates a portfolio of online and retail gaming brands in regulated markets.

What is Octoplay?
Octoplay is a casino game development studio that creates online slot games and gaming technology for licensed operators.

How many markets does the Entain and Octoplay partnership cover?
According to the companies, the partnership now extends across 11 regulated markets.

Which Canadian market is expected to launch next?
Alberta is expected to become the next Canadian jurisdiction where Octoplay launches with Entain following provincial licensing.

What is Jackpot Blitz?
Jackpot Blitz is a bespoke version of Octoplay's jackpot engine that was developed specifically for Entain's player base.

Does the partnership include exclusive games?
Yes. The companies have confirmed several exclusive game projects including branded titles developed specifically for Entain brands.

What Elvis Presley game was announced?
Octoplay announced an Elvis Presley™ branded game that is planned to launch exclusively with BetMGM in the United States.

Is BetMGM part of Entain?
BetMGM is a joint venture between Entain and MGM Resorts International.

Which additional markets were mentioned for future expansion?
Octoplay identified Spain, Brazil, Italy and Greece as future markets it hopes to enter alongside Entain, subject to regulatory approvals.

Why are supplier partnerships important in online gaming?
Such partnerships help operators expand content offerings, support innovation and introduce exclusive products across regulated markets.