bet365
bet365 Brings Popular ‘Over/Under’ F2P Game to UK Market with LOW6
Editor’s Take
Why this matters: The UK betting market is mature, but the appetite for US sports (NFL in particular) is growing rapidly. By porting this specific “Over/Under” prop format—which has already succeeded in North America—bet365 is engaging a specific sub-segment of UK bettors who prefer the player-prop style of betting common in the US, rather than the traditional match-winner markets. It’s a smart retention play that uses “free-to-play” fun to educate users on complex prop markets.
The Full Story
bet365, the world’s leading online betting brand, has announced the UK launch of its popular Over/Under free-to-play (F2P) game, developed in partnership with gamification specialist LOW6.
This rollout follows successful deployments of the title in Canada, Mexico, Brazil, and multiple U.S. states, where it has already generated millions of prop picks. The move signals bet365’s intent to deepen engagement with UK-based fans of major American sports leagues.
How the Game Works Designed specifically for followers of the NFL, NBA, MLB, and NHL, the Over/Under game offers a fast-paced, prop-based format.
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The Mechanic: Users select “Over” or “Under” on specific player performance stats (e.g., passing yards, points scored).
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The Strategy: Players can choose between 3 to 10 markets per entry. The more selections they combine, the higher the potential prize.
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The Bridge to Betting: Once an entry is confirmed, the game features a one-click integration that allows players to instantly port their F2P selections into a real-money bet slip on the bet365 platform.
Management Commentary Jon Riley, PR Operations Lead at bet365, highlighted the rising popularity of US sports across the Atlantic:
“The growth of sports betting in the US has been remarkable – fans are engaging with their favourite leagues, teams and events like never before… That passion for the NFL, NBA, MLB, and NHL has grown globally, and at bet365 we’re delighted to launch such an exciting and entertaining free-to-play game this side of the Atlantic.”
Jamie Mitchell, CEO of LOW6, emphasized the data-backed success of the format:
“The feedback from users, as well as the player numbers and underlying player engagement data shows this game has been a perfect fit. To see bet365 now making it available in the UK is testament to the success of the partnership.”
Josh Turk, Chief Strategy Officer at LOW6, added that the “slick” user journey from free-to-play to real-money wagering is a key feature driving the product’s retention value.
This launch further solidifies the relationship between bet365 and LOW6, leveraging F2P mechanics not just for acquisition, but to increase “player lifetime value” (LTV) by educating casual fans on prop betting markets.
The post bet365 Brings Popular ‘Over/Under’ F2P Game to UK Market with LOW6 appeared first on Gaming and Gambling Industry Newsroom.
The promotion features four Blueprint slots, including Fishin’ Frenzy: Lure Em’ In, and targets eligible bet365 sign-ups.
Blueprint Gaming has launched an exclusive open account offer with bet365, giving eligible customers access to free spins on four Blueprint slot titles as part of a sign-up promotion.
The offer includes Fishin’ Frenzy: Lure Em’ In, Fishin’ Frenzy: Big Catch Gold Spins, Triple Action Cash Strike and King Kong Splash. The companies said the promotion is the latest activation in their long-running partnership.
Blueprint said Fishin’ Frenzy remains one of its top-performing franchises, with five titles currently in its top-ranked games. The supplier also said Fishin’ Frenzy: Lure Em’ In delivered a “record-breaking opening weekend” after launching in April 2026.
Jo Purvis, Director of Marketing, PR and Events at Blueprint Gaming
, said: “Our partnership with bet365 has gone from strength to strength over a number of years, and this latest open account offer is another fantastic example of how closely we continue to collaborate.
“Each of the selected games has proven to be a standout performer within our portfolio, whether through strong player retention, consistent revenue generation or long-term brand recognition. We are thrilled to see bet365 spotlight these titles as part of a major promotional campaign and look forward to seeing how players respond.”
Paul Cumbo, bet365 Head of Gaming – UK and Europe, added: “Blueprint Gaming’s portfolio continues to resonate strongly with our players, and we are delighted to bring together a selection of some of its most recognisable and high-performing games as part of this exciting open account offer.
“The promotion reflects the strength of our longstanding relationship and our shared focus on delivering engaging entertainment experiences to players.”
The post Blueprint Gaming and bet365 roll out exclusive open account free spins offer appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Bet365 has expanded its reach in Europe by launching its sportsbook in France – ahead of the rollout of online poker and horse race betting.
The operator, headed up by Denise Coates, has rolled out iOS and Android apps to support its launch.
Bet365 has gone live in France with its bet builder, Bet Tracker and Match Live features and its Sub On Play On, which allows bet slips involving individual players to carry on if the player is substituted.
The brand’s cash out feature is also included, with bet365 confirming it will add online poker and horse race betting in the market further down the line.
Alex Sefton, bet365’s global chief marketing officer, said: “Bet365’s expansion strategy has always been built around combining the scale, technology, innovation and expertise of a global brand with the understanding and appreciation of local customs and culture.
“Our arrival in France will be no different. We’re thrilled to create a product and experience tailored specifically for French players, within a framework fully compliant with the requirements of the French National Gaming Authority.”
Bet365’s France launch comes after a period of expansion in the US following launches in Michigan and Kansas.
Bet365 said it has put a key focus on responsible gaming within the French gaming framework.
As well as self-exclusion tools, gambling controls and voluntary gambling bans, the brand has partnered with Joueurs Info Service, the national remote assistance service for problem gambling and addiction, and Evalujeu, the ANJ’s programme for the prevention of excessive gambling.
Bet365 added that a collaboration with Association de Recherche et de Prévention des Excès du Jeu (ARPEJ) will provide “more effective support to players displaying signs of problematic gambling behaviour.”
The post Bet365 Officially Launches its Online Sportsbook in France appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gaming Corps – a publicly-listed game development company based in Sweden, has extended its partnership with bet365, taking its games live with the operator in Brazil as part of its continued expansion across regulated markets.
The launch builds on Gaming Corps’ existing relationship with bet365 and signals another important step in the studio’s wider Latin American growth strategy. The rollout has been delivered through Gaming Corps’ distribution partnership with Light & Wonder, supporting efficient market access through one of the industry’s most established content networks.
bet365 players in Brazil will gain access to Gaming Corps’ full line up, including Penalty Champion, the instant win game that puts players in a sudden-death penalty shootout where each successful strike increases the potential return. The launch also includes popular franchise titles such as 3 Pigs of Olympus and 3 Pigs of the Caribbean, while Brazilian players can also look forward to Gaming Corps’ three-game football suite arriving in time for the World Cup.
With a portfolio that stretches beyond standard slot content, Gaming Corps has focused on building games with more variety in both format and play style. Alongside proprietary concepts such as Smash4Cash, A-MAZE-CADES and X-MY-WAY, the studio also develops Mine, Table, Multiplier and Plinko games, helping operators introduce a wider mix of experiences for different types of players.
Juha Kauppinen, CEO at Gaming Corps, said: “Extending our partnership with bet365 into Brazil is an exciting development for Gaming Corps and an important next step in how we grow with major operators across regulated markets. bet365 is one of the most recognised names in online gaming and expanding our reach with them into a market like Brazil underlines both the strength of the relationship and the wider appeal of our portfolio.”
A bet365 spokesperson, added: “Gaming Corps has established a clear identity within the market through a mix of creative game concepts and distinctive mechanics. We are delighted to expand our partnership with the studio into Brazil and look forward to making this content available to our players in the market.”
The post Gaming Corps extends bet365 partnership into Brazil appeared first on Americas iGaming & Sports Betting News.
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