Incentive Games adds Preferred Team leagues to bet365 Tournament Challenge

Incentive Games has launched a new ‘Preferred Team’ feature for bet365’s free-to-play Tournament Challenge ahead of the 2026/27 football season. The update adds team-based leagues to the prediction game, allowing players to compete against other supporters of the same club.

Tournament Challenge, developed by Incentive Games for bet365’s free-to-play portfolio, lets players predict match outcomes and score points in a leaderboard format. With Preferred Team enabled, users can choose a favourite club during gameplay and are then placed into a dedicated league with other fans of that team.

Incentive Games said the team selection prompt appears during gameplay and can be skipped. If a player skips the prompt, they will not be asked again.

Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “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.”

A spokesperson at bet365, said, “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.”

Tournament Challenge is available via the ‘Free Games’ tab within the Football classification on bet365, with access banners across the operator’s website and app. The game is available in “key global territories,” with standalone versions for Spain, Italy and Greece, according to the companies. Terms provided by bet365 note the promotion is “Only available to new and eligible bet365 customers,” is 18+ (24+ in the Netherlands), and entries close at kick-off of the last scheduled tournament game on 5th June 2027.