The Canadian iGaming brand is looking to take advantage of Low6’s gamification technology to develop free, sports-focused content, including an NFL and NHL pick’em game.

These contests have proven popular among US brands. Last month, for example, the Indianapolis Colts launched a pick’em game presented by Caesars Sportsbook.

Ultimately, such content can help drive new customer acquisition, offering an alternative to traditional sports betting for more casual users.

Milena Teskova, CEO of BQC Consulting, which operates Bet99.com and Bet99.net, touched on this, commenting: “This partnership will add depth to Bet99’s suite of engagement tools, while continuing to drive and onboard new users at scale.”

Similarly, Josh Turk, Low6’s Chief Strategy Officer for North America, said free-to-play games can be a useful tool for first-time or novice bettors.

He remarked: “Free-to-play games are the perfect tool to educate Canadians about the newly regulated sports betting market.

“Within this F2P experience, fans engage and familiarise themselves with gaming selections and odds such as over/under, spreads and others within a social peer-to-peer environment.”

Bet99 is currently pursuing a market entry in Ontario, which launched mobile gaming and single-event sports betting in April.

The brand has been approved by the Alcohol and Gaming Commission of Ontario (AGCO), but awaits a licence from iGaming Ontario (iGO).

Meanwhile, Kings Entertainment is currently pursuing an acquisition of Bet99’s parent company Sports Venture Holdings (SVH).

Kings has scheduled a shareholder meeting for 25 October to seek investors’ approval for the deal.