Global sports betting brand bet365 and partner Scout Gaming Group have launched a free-to-play fantasy sports game called “Daily Lineups.”
Daily Lineups allows entrants to build a lineup like they would in a paid DFS contest. And then they compete against other managers to score the most points.
Bonus bets and cash prizes are up for grabs
Daily Linueps is based on traditional DFS competitions in which managers select a lineup of players that earn points for various metrics such as points, touchdowns, runs, and birdies. Prizes go to lineups with the most points.
For most daily fantasy platforms, contests are paid but there is typically a small selection of free contests. Daily Lineups will carve out a space in that free niche, supercharging its appeal by offering bonus bets as a prize for free contests.
A bet365 spokesperson said in a Scout Gaming Group press release:
“We are excited to partner with 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!”
Daily Lineups goes live in key markets before expanding
According to bet365, Daily Lineups is already live in five states:
- New Jersey
New Jersey and Ohio are among the top sports betting markets in the country. Launching Daily Lineups in those states helps bolster bet365’s customer retention and will help strengthen its position in the market, in theory.
That boost is essential, as bet365’s state-by-state handle (total amount bet) tends to lag far behind frontrunners DraftKings and FanDuel.
There are plans to launch Daily Lineups in additional states. bet365 did not specify which states it plans to launch the free contest in. That being said, it also runs sportsbooks in Iowa, Kentucky and Indiana.
Scout Gaming Group CEO Niklas Jönsson said the company’s fantasy sports launch should boost engagement, which is a crucial aspect of customer retention. “We’ve now brought to market, fully localized, and highly competitive free-to-play product in a region where there is considerable competition, a massive market, and even more opportunities for innovative Fantasy Sports providers and operators.
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.”