Bet365 has extended its Over/Under free-to-play (F2P) game, developed in collaboration with gamification specialist Low6, into the Mexican market and the US state of Arizona. This expansion follows earlier launches in Canada and several regulated US jurisdictions. It marks the next phase of the companies’ ongoing partnership.
Engaging Fans with Simplified Player Props
The Over/Under game lets fans of major sports leagues—including the NFL, NBA, MLB, and NHL—create multiple player prop selections. It uses a simplified “build-your-own-pick’em” format. Players can combine between three and ten selections per entry. The seamless integration allows picks to transfer directly into a bet365 wager.
Arizona now becomes the thirteenth US state where bet365 offers free-to-play gaming. This move reinforces the company’s focus on engagement and user retention.
Strong Engagement and Conversion
Trip Stoddard, VP of Sportsbook Experience at bet365, commented:
“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.”
Jamie Mitchell, CEO of Low6, added:
“Free-to-play gaming is transforming how fans interact with sportsbooks. Our collaboration with bet365 shows that combining design, one-click integration, and localised content can convert casual players into long-term customers.”
Expansion Plans and Future Outlook
In September 2025, bet365 expanded its casino operations in Europe through a partnership with Relax Gaming. This collaboration brought proprietary titles like Money Train 3 to the Italian market.
The Over/Under game, powered by Low6’s data and analytics technology, aims to attract younger sports audiences. Both companies plan to continue extending the F2P offering into additional US, LATAM, and European markets in 2026. They are building on strong engagement metrics in current regions.
