Non-exclusive licenses is a term that carries over from the Flash gaming side of things, it means they'll host a version on their websites that's not distributed (I don't know if that actually applies to HTML5 games anyway, for Flash it does) and has their branding.

As an example my game Trickochet has SPIL Games for the main sponsor, but Armor Games, Addicting Games and a few other sites bought nonexclusive licenses for their websites:

The main, distributed version carries SPIL branding. On most websites if you find my game it'll be their version:

http://www.gamesgames.com/game/trickochet.html

The non-exclusive licenses carry whatever website's branding and are only able to be played on that specific website:

http://armorgames.com/play/5725/trickochet

http://www.addictinggames.com/trickochet-game.html