International bookmaker bet365 is adding a video game inspired element to its World Cup trading with the tournament just a week away.
The 2026 World Cup kicks off on Friday 11 June with the opening game between Mexico and South Africa, and operators from Sky Bet to Paddy Power to bet365 are getting marketing campaigns underway.
Preparations extend to product development too, however, and bet365 has announced the launch of a new feature, Playbook Football World Cup, produced by betting technology firm Playbook Fusion.
The firm has been working with Playbook Fusion for some time, and states that it has found success with the Playbook Football product in the UK, Brazil and the Netherlands after launching it earlier this year.
The duo have also created a Brazil-specific version of the product, Seleção365, which the bookmaker intends to release shortly after the global version goes live.
Paul Cumbo, bet365 Head of Gaming – UK and Europe, commented: “Playbook Football World Cup is a strong addition to our gaming portfolio, giving customers a more interactive and progressive way to engage with football during the tournament.
“The product has been well received by our customers across multiple markets and reflects a growing appetite for experiences that go beyond traditional formats. We’re looking forward to seeing how Playbook Fusion continues to evolve the experience with new and engaging features in the future.”
Playbook Football takes inspiration from video game and fantasy football elements, with players building their own international squad and competing in daily and weekly challenges throughout the tournament.
Prizes include rewards, packs, and International Player Cards. Players can also purchase and unlock these cards to strengthen their team, similar to the dynamics seen in video games like FIFA / EA Sports FC.
Steve Rogers, Founder and Chief Executive Officer of Playbook Fusion, said: “It’s an exciting milestone to have the Playbook Football World Cup live as we look forward to the start of the greatest football tournament in the world later this month.
“Playbook Football has already proven its appeal with bet365’s global audience, and we are confident that this new release will tap into the anticipation and energy surrounding this summer’s competition to deliver an unmissable player experience.
“We’re thrilled to be evolving our partnership with bet365 to bring Playbook Football™ World Cup to an international audience and look forward to working with their team on future seasonal events and promotions.”
