Australian betting firm BlueBet has made a strategic investment totalling US$500,000 in UK sports gamification company Low6.
The cash injection forms part of BlueBet’s wider goal of adding ‘new and innovative’ products to its portfolio, specifically Low6’s free-to-play range.
By making the investment, the ASX-listed company has been able to launch Low6’s FTP gamification products on its platform for a five-year period, pursuing enhanced player engagement and retention.
BlueBet CEO Bill Richmond commented: “We are excited to announce our strategic investment in Low6, one of the global leaders in sports gamification technology.
“We see free-to-play gaming as a huge adjacent opportunity to our core sports books and know there is real appetite from our customers – particularly our younger customers who make up a considerable portion of our book – to extend their playing time with BlueBet into new formats such as fantasy sports.”
A Birmingham-based enterprise with a history of partnering with professional sports clubs and leagues, and having recently entered the betting and gaming space, Low6 has been identified as a ‘leading’ platform provider in sports gamification by BlueBet.
The company develops white-labelled gamification services such as its Fantasy, Tribal, Brackets and Picks products, with customer acquisition, gaming and retention in mind.
Initially focusing on sports, the company’s products have been utilised by a range of sports organisations, including NFL franchises CIncinnati Bengals and Jacksonville Jaguars, the NBA’s Detroit Pistons, the PGA Tour and the UFC.
The firm has since sought to establish a stronger foothold in sports betting, initiating a rebrand back in July to reflect its new B2B focus, and partnering with the likes of Sportsbet.io, Rivalry and now BlueBet – which is active in Australia and the US, operating the ClutchBet brand in the latter.
“We look forward to working with Low6 to create bespoke iGaming solutions which fit with our differentiated consumer brands, which will attract new customers to BlueBet in Australia and ClutchBet in the US,” Richmond concluded.