LOW6 and Bettortainment Announce Strategic Partnership to Enhance Live Sports Betting Engagement Ahead of the 2026 World Cup

The partnership will deliver an in-game experience like no other, through the cohesion of free-to-play games from LOW6 and in-play interactive experiences from Bettortainment.

Ahead of ICE Barcelona 2026, LOW6, the award-winning global provider of sports gamification technology, and Bettortainment, a newly launched live betting engagement platform, today announced a strategic partnership focused on improving how operators engage audiences during live sporting events.

The partnership combines Bettortainment’s expert-led watchalong live content with LOW6’s gamification suite, including fantasy, pick’em, trivia, and bracket games, to create an integrated, in-play engagement solution for sportsbooks, affiliates, and media publishers.

As live betting volumes continue to grow, many operators struggle to retain audience attention once matches begin. This joint offering is designed to keep users active and on-platform during live events by combining live event reaction with interactive experiences, embedded directly within broadcasts.

Built for In-Play Engagement

Through the integration, operators can embed LOW6’s gamification tools into Bettortainment’s live streams, enabling hosts to drive real-time participation via leaderboards, predictions, and trivia without viewers leaving the broadcast.

The partnership will focus on developing “fit-for-purpose” content and games, creating a more interactive, community-driven live experience that supports sustained in-play engagement and drives quality bettors back to the on-site ecosystem.

“Live sport is where attention is most valuable, but it’s also where many platforms lose it,” said Jonathan Baxandall, Commercial Director at Bettortainment. “Bettortainment was built to address that challenge, and partnering with LOW6 allows us to deliver a more engaging and social in-play experience for operators and their audiences. Sportsbooks that fail to entertain and retain quality in-play bettors in real-time are going to fall behind.”

Designed for Scale

Launching ahead of a major World Cup cycle, the solution is built for rapid deployment and global scalability. Initially available in English, the partnership supports localisation and is suitable for operators ranging from Tier-1 global brands to emerging regional sportsbooks.

Jamie Mitchell, CEO of LOW6, added: “This partnership brings together live content and proven gamification to help operators turn live moments into deeper engagement, without adding unnecessary complexity. Having previously embedded gamification within streams such as AFTV and United Stand and others, we know the power of turning eyeballs into insights.”

The partners are open to enquiries ahead of the 2026 FIFA World Cup. To learn more, contact LOW6 via low6.com

About Bettortainment

Bettortainment is a live betting engagement platform delivering expert-led watchalong content and interactive experiences designed to turn live sports viewing into active participation through their “Engage, Entertain, Retain” strategy.