Incentive Games Appoints Ahmed Baker as CCO

Incentive Games, a leading provider of content to betting and casino brands, announced that it has expanded its C-suite with a new appointment. According to the company, the experienced Ahmed Baker has joined its ranks as its new chief commercial officer.

The New CCO Will Spearhead the Company’s Commercial Strategy

Incentive Games announced that Baker, an industry specialist with some twenty years of experience in iGaming, has been named as CCO, effective February 17. In this position, the appointee will leverage his profound expertise to oversee the B2B company’s commercial strategy and underpin its development efforts and global expansion.

As mentioned, Baker boasts significant experience in iGaming and has previously served one of Incentive Games’ major competitors. His career includes positions at other business-to-business brands, as well as tenures at business-to-customer operators.

Baker’s foray into the world of gaming kicked off in 2003 when he joined British casino powerhouse William Hill as a deputy store manager. After two years, he moved to Rank Interactive, another big name in British entertainment. After six years as the business’ customer services team leader, Baker commenced a shorter stint with Blue Square.

In April 2013, the Incentive Games CCO appointee joined Betfair as a VIP gaming account manager. Four years later, he switched to the B2B sector, joining NetEnt, where he served as senior account manager. After that, he transferred to gaming content powerhouse Pragmatic Play, initially serving as head of business development before being promoted to director of business development.

Baker’s most recent position was director of business development at ARRISE powering Pragmatic Play.

Bakes Is Looking Forward to Growing Incentive Games

Ahmed Baker commented on his new appointment, expressing excitement about the opportunity to join it at such an exciting time for gaming.

I’m thrilled to join Incentive Games at such an exciting time. I look forward to contributing to the growth of the company and working with the team to replicate the success of its free-to-play games in the Real Money space.

Ahmed Baker, CCO, Incentive Games

Incentive Games’ leadership was likewise pleased with the appointment. John Gordon, the company’s chief executive officer, welcomed the man on board, saying:  

We are thrilled to welcome Ahmed to the executive team. His experience, strategic vision and proven ability to drive growth make Ahmed a perfect fit for our new CCO. We are confident that he will be key to our continued success.

John Gordon, CEO, Incentive Games

The appointment of Baker comes shortly after the launch of Velocity, Incentive Games’ inaugural pay-to-play crash game. The title was launched in partnership with bet365 in Brazil. Its development was powered by AI and data analysis to enhance engagement.