Operator bet365 has developed its partnership with Scout Gaming Group, bringing the fantasy sports provider's products with it in the expansion of its free-to-play Daily Lineups games, which are coming to North America for the first time.
The companies already have partnerships across several continents, with examples including the launch of free fantasy football games in the UK in July. A spokesperson from bet365 described the partnership as “exciting,” calling Scout Gaming Group “a veteran leader in fantasy sports."
“Their robust range of technologies, products and services will play an instrumental role as we expand our fantastic free-to-play Daily Lineups for our eligible bet365 customers,” they added.
Free-to-play games have been shown as useful tools for creating user engagement, retention and acquisition. In January for example, DraftKings partnered with TUMS and Desus Nice to create the free-to-play game Prop Bites, giving players the opportunity to win cash prizes while making food selections during the Super Bowl. Meanwhile, PrizePick launched a free version of its game in November, with the intention “to reach sports fans who may not already be familiar with PrizePicks."
The Daily Lineups game will allow players to build teams and challenge others in sports including football and basketball. Points are then built based on the player's in-person performance, with bonus bets and cash able to be won.
On the game, Scout Gaming Group CEO Niklas Jönsson said, “We’ve now brought to market, [a] fully localized and highly competitive free-to-play product in a region where there is considerable competition... We are very much looking forward to measuring the results with bet365 and ensuring the products deliver on their tremendous potential and the vision of the partnership to bring engagement and excitement to users.”
The game can currently be accessed in Virginia, New Jersey, Ohio, Colorado and Louisiana.
