British-based sportsbook & online casino operator bet365 has launched a new fantasy-style product, bet365 Fantasy Sports, ahead of the 2026 FIFA World Cup. This free-to-play game merges virtual card collectables with real-world outcomes to determine whether players earn prizes by winning leaderboard-based leagues, with a top prize of $50,000.
According to a press release published on June 4, 2026, bet365 Fantasy Sports will allow users to expand their rosters via daily pack openings. Players can also earn and spend coins to train their athletes and create unique strategies to compete with peers across tiered leaderboards.
The mobile-only Fantasy Sports product is available in all US states (excluding Washington) and Canada - both countries are preparing to jointly host this summer's FIFA World Cup alongside Mexico.
Not your traditional fantasy product…
Unlike daily fantasy sports (DFS) products and services associated with popular domestic sports, where users select specific rosters, bet365's Fantasy Sports app sees users create teams through random pack openings.
Packs are distributed daily, allowing users to build expanded teams and formulate new strategies over time. For bet365, this accessible approach reflects the brand's push to welcome both inexperienced and seasoned fantasy players.
Where bet365 Fantasy Sports mirrors conventional fantasy games is in its points system; points are credited to specific athletes who achieve certain outcomes, such as scoring a goal. Those points are added to the user's overall team tally.
The team with the highest number of points on their respective leaderboard at the end of the week is rewarded with Fantasy coins and promoted to the next division.
Community stands at the heart of bet365 Fantasy Sports, too, with players encouraged to 'buy, sell and trade' items with other users. Again, this somewhat resembled traditional fantasy sports - it also serves as the only pathway toward choosing specific athletes to add to a roster.
Compete alongside real-world sports action
The bet365 Fantasy Sports app launched one week prior to the opening fixture of the 2026 World Cup, which kicks off in Mexico City on June 11 and concludes in East Rutherford on July 19. At least one match will take place daily between the start of the tournament through to July 7.
The operator's Fantasy product leans into that consistent flow of events, with real statistics achieved by World Cup athletes settling weekly player-versus-player (PvP) leaderboards.
Further, the app implores participants to "discover breakout stars" who may have never previously garnered significant limelight prior to this year's global soccer tournament.
The experience is predicated on accessibility - in marketing material, bet365 outlines that its Fantasy Sports app does not integrate spreadsheets and other "outdated" tools. Rather, this free-to-play platform targets simple, engaging gameplay in a competitive format.
Soccer ranked most popular sports market
In its Fantasy Sports product announcement, bet365 also confirmed that soccer remains that world's most bet-on sports market, comprising a "fundamental" portion of the sportsbook's user base.
However, as described in a Statista report, the US market does not align with worldwide data when it comes to soccer wagering. Soccer forms around one-quarter of total market share, with football dominating the sports gambling industry.
This fantasy-style product marks a fresh attempt to increase bet365's US standing. In particular, the UK-headquartered company is seeking to retain and expand its audience capture for those aged 18 to 34, with DFS especially prominent among younger users.
In 2024, a YouGov survey suggested that bet365 had successfully attracted a wider share of those aged 21 to 34 than US-based rivals DraftKings and FanDuel.
Now, through bet365 Fantasy Sports, the operator is planning to extend its leverage beyond its principal sportsbook model by delivering a no-cost, ad-free and competitive service.
App built in partnership with free-to-play specialist LOW6
The bet365 Fantasy Sports app was designed by British development group LOW6, a specialist free-to-play outfit with whom bet365 has previously collaborated. LOW6 has also led iGaming and sportsbook campaigns for Sportsbet, DraftKings and Allwyn, among others.
Pertinently - and in line with bet365's hardened focus on attracting younger users - LOW6 reports that 78% of its customers are Gen Z (born between 1997 and 2012).
The pair also worked together on bet365's prop-based Over/Under product, which "exceeded expectations," according to bet365 Head of Business Development, Tripp Stoddard.
This Fantasy Sports market entry will see the software developer's 'Ultimate Fan' fantasy-style product integrated across supported bet365 platforms.
Ultimate Fan: Customer retention a core selling point
Ultimate Fan is the core product that will be used by bet365 users - though the operator's iteration will be branded as 'bet365 Fantasy Sports' for everyday visitors.
Statistics published by LOW6 describe that its free-to-play Ultimate Fan card collection game has brought high retention levels across platforms, with around 30% of users returning to the competitive mobile product beyond their first interaction.
Perhaps most important is this: users can purchase coins to buy additional packs and improve scoring through extra virtual player training. As per LOW6 data, between 6% and 9% of users voluntarily purchase coins worth up to $75, where available.
The package also includes mini-games, ongoing challenges and community-driven social features.
Stoddard: Operator is excited at prospect of 'unique' fantasy product
In a product launch statement, bet365's Tripp Stoddard remarked that bet365 Fantasy Sports is a 'unique' experience:
"Fantasy creates a fresh way for users to engage with the sports they love. By combining real player data with the excitement of collectible pack openings, we've created an experience that feels authentic, engaging, and unique while allowing bet365 to connect with our fans during one of the biggest moments in global sports," said Stoddard.
LOW6 Chief Strategy Officer, Josh Turk, lauded bet365 Fantasy Sports for offering an innovative entry point tailored to new and experienced users:
"With bet365 Fantasy Sports, we're excited to help extend fan engagement beyond their core business and into a new category of interactive mobile gaming entertainment.
"Together, we've built a PvP mobile gaming experience that extends the excitement of the world's biggest football tournament beyond matchday, creating new opportunities for fans to engage, compete, and celebrate throughout the entire 2026 FIFA World Cup," explained Turk.
The bet365 Fantasy Sports mobile app is now available across iOS and Android app stores, with FIFA World Cup functionality live in the US and Canada.
