On this episode of the Business of Betting Podcast, Jeff Edelstein is joined by John Gordon, Founder & CEO of Incentive Games, for a deep dive into free-to-play gaming, behavioral science, and why engagement—not acquisition—is becoming the most valuable currency in modern iGaming. Hear them discuss: 00:00 – John’s background in chemical engineering and how an analytical mindset shaped his approach to gaming and product design 02:30 – Buying and running a fifth-division football club in Cyprus and the surprising parallels between sports ownership and gaming 05:00 – The origins of Incentive Games and how an early fantasy betting concept evolved into a global free-to-play platform 07:00 – The psychology behind free-to-play games: motivation, habit formation, and why engagement beats bonuses 09:30 – Responsible gaming, regulation, and why free-to-play products can support safer player behavior 11:30 – Expanding into real-money games, including crash and arcade-style formats 14:00 – Why retention and engagement drive more long-term value than aggressive acquisition strategies 16:00 – How Incentive Labs uses data, cadence, and timing to optimize player experiences 18:00 – High-value players vs. bonus abusers and why free-to-play resonates with VIP audiences 20:00 – Innovation gaps in iGaming and where John believes the next big opportunities lie 24:00 – Personalization, volatility preferences, and the future of engagement-led game design ⚡️ Follow BoB on Twitter/X ⚡️ Watch BoB on Youtube ⚡️ Apply to be a guest here --- This podcast is presented by Optimove, the #1 CRM Marketing solution for the iGaming industry. Since 2012, Optimove has served iGaming Operators from startups to industry leaders. Today, 4 out of the Top 5 US Operators Personalize Player Experiences with Optimove. iGaming operators know their growth journey begins and continues with Optimove, the #1 CRM Marketing solution for the iGaming industry.

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