bet365 Expands Free-to-Play Strategy with Low6 Partnership

This follows successful launches in Canada and several other U.S. states. The expansion shows the growing importance of F2P products in bet365’s strategy to attract casual fans and improve player retention.

The Over/Under System

The Over/Under game allows users to make multiple player prop selections across major leagues like the NFL, NBA, MLB, and NHL. Players earn prizes based on the accuracy and volume of their selections. The game is designed to act as a smooth connection between pure entertainment and real wagering.

The game is directly integrated into the bet365 bet slip. This allows the sportsbook to convert casual players into active customers. Low6 CEO Jamie Mitchell stated that combining “beautiful design, one-click betting integration, and localized content” effectively drives casual players to become long-term customers.

Trip Stoddard, bet365 Vice President of Sportsbook Experience, noted that Arizona is the thirteenth U.S. state to offer the F2P game. He confirmed the Over/Under product has surpassed expectations for user retention, engagement, and conversion.

Strategy for the Next Generation of Bettors

Low6 and bet365 plan to extend the product to more markets across the U.S., Latin America, and Europe throughout 2026. This aggressive expansion is driven by a focus on the next generation of sports bettors.

Low6 Chief Strategy Officer Josh Turk emphasized the need for product innovation to meet the demands of newer players. Turk noted that younger audiences want “less noise and a simpler, intuitive UI experience.”

He explained that the Over/Under F2P game offers a personalized, step-by-step path for players to build their own real-money wagers, such as Same Game Parlays (SGPs), from a simple foundational experience. This approach uses gamified tools to build long-term player value.