bet365 expands Low6 Over, enhancing fan engagement across North America

bet365 and award-winning gamification specialist Low6 today announced the expansion of their Over/Under free-to-play (F2P) game into Arizona, U.S., and the LATAM market of Mexico, following strong performance in Canada and multiple U.S. markets.

This marks another milestone in the ongoing partnership between the two companies, highlighting the growing role of free-to-play experiences in driving brand favoritism, acquiring casual fans, and ultimately increasing player lifetime value (LTV) through innovative product enhancements.

Designed for fans of the NFL, NBA, MLB, and NHL, the Over/Under game challenges users to select multiple player props in a fast and dynamic format. Customers can opt-in to predict between 3–10 markets per entry — the more picks they combine, the higher the potential prize. Upon confirmation of entry, players can instantly port their selections via a one-click integration into the bet365 bet slip, creating a bridge between entertainment and wagering.

“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.”

The partnership builds on bet365’s commitment to offering diverse product innovations, while enabling Low6 to continue expanding its footprint across the Americas.

“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”.

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Beyond acquisition, Low6’s platform is proving to be a powerful driver of daily logins, player retention, and conversion, as users return regularly to make picks, compare with friends, and naturally transition into the sportsbook environment. The companies plan further expansion into additional U.S., LATAM, and European markets in 2026.