bet365 has expanded its partnership with gamification specialist Low6, launching the Over/Under free-to-play game in Arizona and Mexico following successful rollouts in Canada and several other U.S. states.
The expansion reflects the growing role of free-to-play (F2P) products in bet365’s wider iGaming engagement strategy, designed to attract casual fans and increase player retention. The Over/Under game enables users to make multiple player prop selections across major sports leagues, including the NFL, NBA, MLB, and NHL, with prizes linked to accuracy and volume of picks.
Integrated directly into the bet365 bet slip, the game provides a seamless bridge between entertainment and wagering. For Low6, the launch continues its North American growth trajectory and reinforces the effectiveness of gamified tools in driving engagement and long-term player value.
Both companies have confirmed plans to extend the product to additional markets across the U.S., Latin America, and Europe throughout 2026.
“We’re thrilled to extend our partnership with Low6 into Arizona and Mexico,” said Trip Stoddard, bet365 Vice President of Sportsbook Experience. “Arizona becomes the thirteenth US state where players can enjoy free-to-play gaming and it’s now an important part of our sports product. Over/Under has exceeded our expectations for user retention, engagement, and conversion—proving that F2P titles can play a major role in enhancing the overall customer experience for the next generation of sports fans.”
“Free-to-play gaming is transforming how fans interact with sportsbooks,” said Jamie Mitchell, CEO of Low6. “Our collaboration with bet365 shows that when you combine beautiful design, one-click betting integration, and localized content, you can convert casual players into long-term customers. We’re excited to bring this experience to new markets within our bet365 partnership.”
Josh Turk, Chief Strategy Officer at Low6, doubled down on the necessity of continuous product innovation to entertain the next wave of sports-betting audiences.
“The next generation of players interact with sports markets differently than their predecessors. They demand less noise and a simpler, intuitive UI experience. Visual tools like the Over/Under Free-to-Play game provide a personalized step-by-step journey to constructing their real-money SGPs from a foundational F2P experience”.
