Incentive Games and bet365 have introduced a Preferred Team feature to Tournament Challenge for the 2026/27 football season, adding club-based leagues to the operator’s free-to-play prediction game.
The update allows players to select their favourite club during gameplay. They are then automatically entered into a dedicated league with other supporters of that team, where they can compare predictions and points.
Tournament Challenge, developed by Incentive Games with bet365, asks users to predict match outcomes through a points-based competition. The additional leagues supplement the general leaderboard with a narrower group linked by club allegiance.
Team selection is optional. Players who skip the prompt will not be asked again, allowing them to continue without choosing a club.
Commenting on the development, Ahmed Baker, CCO at Incentive Games, stated: "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 added: “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.”
The game is accessible through the Free Games tab within bet365’s Football section, with additional banners on the operator’s website and app.
It is offered across selected international territories, alongside dedicated standalone versions for Spain, Italy and Greece.
The update follows Incentive Games’ expansion of its separate real-money portfolio through Incentive Studios. The supplier launched Mega Flight, Kicker and Velocity with Novibet in Brazil and agreed distribution across Rank Group brands following its Gambling Commission licence approval in the UK.
Separately, bet365 entered Washington, DC, in September, its 19th US market, alongside a multi-year partnership with Monumental Sports & Entertainment.
Players can edit or reset predictions before a fixture starts, but changes are locked once the match is in play
