Bet365 is expanding its sports ecosystem with the launch of a free-to-play fantasy sports platform, giving New York sports fans another way to engage with the brand ahead of the 2026 FIFA World Cup.
The operator announced this week that bet365 Fantasy Sports is now available to users 18 and older across the United States and Canada, excluding Washington state. Developed alongside gamification company LOW6, the mobile app combines fantasy sports contests, collectible player cards and player-versus-player competition.
The launch comes as New York sportsbooks increasingly look for new ways to engage customers beyond traditional wagering.
World Cup serves as centerpiece for launch
bet365 is timing the rollout to coincide with growing anticipation for the 2026 FIFA World Cup, which will be hosted across the United States, Canada and Mexico.
For New York sports fans, the tournament will have a local connection. MetLife Stadium in East Rutherford, New Jersey, is scheduled to host several World Cup matches, including the championship match, putting one of soccer’s biggest events within reach of many residents in the region.
According to bet365, soccer remains the most-bet sport globally on its platform, making the World Cup a natural launching point for a fantasy product built around player performance and fan engagement. Trip Stoddard, head of business development at bet365, said in a release:
“We’re thrilled to introduce the launch of the bet365 Fantasy Sports app across North America ahead of the World Cup, a tournament deeply valued by our fanbase.
“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.”
Fantasy sports and collectible gaming collide
The free-to-play app allows users to open daily athlete card packs, collect players, construct fantasy lineups and compete against others using real-world statistics.
Players can also earn coins, train athletes to improve their ratings and advance through division-based leaderboards.
The platform borrows elements from popular collectible card games while maintaining the season-long strategy associated with traditional fantasy sports.
LOW6 Chief Strategy Officer Josh Turk said the goal is to create engagement that extends beyond individual matches and wagering opportunities:
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.”
Another touchpoint for New York customers
Although the fantasy platform does not involve real-money wagering, it gives bet365 another way to connect with sports fans in New York’s highly competitive online sports wagering market.
The operator said users can participate year-round through fantasy competitions and offseason mini-games. During the World Cup, bet365 also plans to promote bet365 sportsbook offerings including its Early Payout Offer, which settles wagers as winners when a selected team takes a two-goal lead.
As operators compete for attention in one of the nation’s largest wagering markets, free-to-play products have become an increasingly important tool for maintaining customer engagement between major sporting events.
