When Entain first partnered with Octoplay, the studio was a fast-growing challenger with big ambitions and a handful of licences. Less than twelve months later, that bet has been emphatically vindicated. Octoplay now operates across 17 licensed markets spanning the UK, North America, and major European and Latin American jurisdictions — and Entain has been at the centre of that growth story from the start.

The partnership, which began with a UK launch, has since expanded into Belgium, Canada, Croatia, Denmark, Georgia and Ontario, with Brazil, Greece, Italy and Spain in the pipeline. In North America, Entain's joint venture, BetMGM was the first operator to take Octoplay's content live — becoming the launch partner for entry into both Michigan and New Jersey, two of the most competitive regulated markets in the United States.

Alberta is the next part of this expansion. Having secured its provincial license, Octoplay will launch with Entain on day one, continuing the strategy established during its previous North American market entries.

But scale alone doesn't capture the depth of this collaboration. Entain has operated not simply as a distribution partner, but as a strategic accelerator — opening doors to markets where Octoplay had no existing footprint and providing the commercial framework for the studio to establish itself quickly as a credible, multi-jurisdictional supplier.

That strategic relationship has also driven genuine product innovation. The two companies co-developed Jackpot Blitz, a bespoke version of Octoplay's jackpot engine built specifically for Entain's player base. Designed to combine Entain's deep audience insight with Octoplay's technical capabilities, Jackpot Blitz is now deployed across Entain's global brand portfolio — a rare example of operator and supplier building something together rather than simply licensing off the shelf.

The collaboration has extended into exclusive content, with Octoplay delivering four bespoke game projects for Entain in 2025 alone, including a branded title for Coral and, most recently, the launch of an Elvis Presley™ branded game exclusively with BetMGM in the US. Two further bespoke projects are currently in development and more planned for the future. 

"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."

"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."

With launches in Spain, Brazil, Italy, and Greece now in preparation, the total number of shared markets will reach ten — positioning Octoplay as one of the fastest-scaling studio partnerships in Entain's portfolio and reinforcing its emergence as one of the most in-demand suppliers in the global gaming industry.