low6
LOW6 is a UK-based B2B gamification company that develops white-label free-to-play games for tier-one sports betting operators (bet365, DraftKings), sports leagues (NHL), broadcasters (BBC, ITV), and lottery operators, powering 80M+ games played annually across 98 global clients.
- Company typePrivate
- Founded2018
- HeadquartersBirmingham, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What low6 does
LOW6 is a UK-based B2B gamification company that develops and licenses white-label free-to-play games to sports betting operators, professional sports leagues, broadcasters, and lottery operators. Founded in 2018 and headquartered in Droitwich, England, the company has built a portfolio of 158 games across formats including trivia, squad-building fantasy, over/under props, pick'em, bracket challenges, sports bingo, arcade, social casino, crash games, and PvP skill-based gaming. Its proprietary platform supports coin economies, pack-opening mechanics, division-based leaderboards, XP and loyalty systems, real-time props tracking, and one-click betslip integration that bridges free-to-play engagement to real-money wagering environments.
The company serves tier-one enterprise clients including bet365 (across US, Canada, UK, Mexico, and Brazil), DraftKings, NHL, BBC Sport, ITV, Sportsbet, Cincinnati Bengals, Allwyn, and 7days Performance/UKCC, reaching 8M+ users annually and 80.7M+ games played. Revenue is generated through multi-year B2B licensing agreements, bespoke game development, and consumer-facing in-app purchases within mobile gaming products (e.g., Ultimate Fan, where ARPPU is $75 and paying user rates are 6-9%). The company has secured third consecutive ISO27001 certification, holds multiple EGR and SIGMA awards, and maintains registered UK/EU trademarks across its brand portfolio.
The company is led by Co-Founder and CEO Jamie Mitchell, with Jeffrey Haas (former DraftKings, PokerStars, bwin executive) appointed Chairman in 2026. LOW6 has raised over $21M in disclosed funding to date, is recognized as the 43rd fastest-growing company in Europe by Financial Times FT1000 2026, and operates through wholly-owned subsidiaries including LOW6 USA Inc. and Ultimate Fan Live Limited.
low6 firmographics
Firmographics- Name
- low6
- Legal name
- LOW6 Limited
- Website
- https://low6.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LOW6 is a UK-based B2B gamification company that develops white-label free-to-play games for tier-one sports betting operators (bet365, DraftKings), sports leagues (NHL), broadcasters (BBC, ITV), and lottery operators, powering 80M+ games played annually across 98 global clients.
- Ownership category
- akta.pro rank
low6 industry classification
Industry- Product category
- Sports Betting Gamification Software
- NAICS
- Gambling Industries (7132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)
Keywords
Where low6 is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
low6 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- B2B Licensing and White-Label Partnerships: LOW6 licenses its gamification platform and game portfolio to iGaming operators, sports betting brands, sports leagues, and media broadcasters. Partners include bet365, DraftKings, NHL, BBC, ITV, Sportsbet, and others who embed LOW6 games into their platforms as customer acquisition and retention tools. Revenue is generated through licensing agreements with tier-one operators seeking differentiated engagement experiences.
- In-App Purchases and Subscriptions: LOW6's Ultimate Fan and similar mobile gaming products generate revenue through in-app purchases of coin bundles and subscription offerings that accelerate gameplay, unlock additional packs, and provide competitive advantages. ARPPU (Average Revenue Per Paying User) of $75 is cited for mobile gaming apps.
- Skill-Based Gaming Platform: In 2026, LOW6 launched a proprietary skill-based gaming platform featuring competitive skill games (blackjack, hold'em, 8-ball pool, blocks, darts) designed to drive engagement through PvP competition, player retention, and new revenue opportunities for partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | B2B Platform Licensing - Custom Enterprise Agreements |
| Freemium | Monthly | Consumer In-App Purchases - Coin Bundles and Subscriptions |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels6 records
low6 product offering
Product offeringCore offering
LOW6 is a B2B gamification company that builds, white-labels, and embeds free-to-play mobile and web games (including signature titles Ultimate Fan, Trivia, Over Unders, and Squads, plus a broader portfolio of fantasy, pick'em, trivia, bracket, social casino, crash, and skill-based PvP games) into partner platforms run by sportsbooks, iGaming operators, sports leagues, broadcasters, and lottery organisations. Its products serve as customer acquisition, engagement, and retention tools, with betslip integration that funnels free-to-play players toward real-money wagering and certified RNG games for regulated prize draws.
Product overview
LOW6 is a B2B sports gamification company offering a comprehensive portfolio of free-to-play games and mobile gaming solutions. The core product line includes four signature games: Ultimate Fan (a sports social casino combining fantasy with pack openings and card trading), Trivia (quiz games with loyalty features), Over Unders (props predictions with betslip integration), and Squads (daily pack-opening fantasy). Additional game modules extend the portfolio to include Arcade, Gamezone, Fantasy, Sports Bingo, Pick'Ems, Bracket, Instant Win, Skill Gaming, Social Casino, Crash Games, and Survivor formats. The company also offers a white-label skill gaming platform featuring competitive PvP games (blackjack, hold'em, 8-ball pool, blocks, darts). The platform supports bespoke game development for custom client needs. Products are designed for sportsbook, iGaming, sport, and entertainment brands, with games powered by real-world player statistics and featuring engagement mechanics including leaderboards, achievements, streaks, and in-app purchases.
Differentiator
Problem solved
Functional benefit
Brands
- UltimateFan: Multi-award winning 'sports social casino' mobile game combining fantasy sports with pack openings, card trading, and prize draws.
- UF
Products and services
- Ultimate Fan
Quantifiable outcome
- 48% increase in 28-day retention compared to competing formats for Over/Unders game
- +8 more outcomes
Companies that use low6
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles4 records
low6 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature8 records
low6 partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- bet365 (Fantasy Sports)corebet365 launched Fantasy Sports mobile game in partnership with LOW6, available to users 18+ across US and Canada (excluding Washington state) ahead of 2026 FIFA World Cup. The game combines real-world player statistics with collectible card gameplay, allowing users to open athlete packs, build strategic lineups, and compete on division-based leaderboards. Features include training features where users spend in-game coins to improve athlete attributes and one-click betslip integration.
- 7days Performance / UKCCminorPartnership to develop Pirate Quest instant reveal, the first independently certified RNG (Random Number Generator) instant reveal in UK Prize Draw sector. RNG independently tested and certified by Gaming Labs International (GLI). Game features prizes up to £20,000, with users navigating a pirate-themed board to reach treasure while collecting instant win prizes and avoiding hazards.
- BettortainmentminorStrategic partnership announced ahead of ICE Barcelona 2026 combining Bettortainment's expert-led watchalong live content with LOW6's gamification suite including fantasy, pick'em, trivia, and bracket games. The integrated in-play engagement solution embeds LOW6's gamification tools into Bettortainment's live streams, enabling real-time participation via leaderboards, predictions, and trivia without viewers leaving broadcasts. Designed for rapid deployment and global scalability ahead of 2026 FIFA World Cup.
- bet365coreMulti-year partnership where LOW6 provides its Over/Unders free-to-play game to bet365, expanded from Canada and multiple US markets to UK, following successful performance in North America. The game targets fans of NFL, NBA, MLB, and NHL sports leagues with millions of prop picks submitted. bet365 also launched bet365 Fantasy Sports in June 2026 ahead of the 2026 FIFA World Cup, featuring collectible athlete cards, strategic lineups, and division-based leaderboards. The partnership serves as a low-risk acquisition channel leading to paid wagering environments.
- ITV Studios / Zoo 55coreLOW6 served as technology partner for ITV Studios and Zoo 55 to develop The Spin Off quiz app, a digital-first quiz gameshow fronted by Sian Welby and Russell Kane. Available on Apple App Store and Google Play in the UK, the app offers daily cash prizes and ITV experiences. Features include dual virtual spinners for category and question style, entertainment-themed categories, and quick six-question daily quizzes with leaderboards. Sponsored by Sky Vegas.
- NHL (National Hockey League)corePartnership with NHL to develop multiple free-to-play games including NHL BINGO, NHL Stats Streak, NHL Goalie Challenge, NHL PrePlay, All-Star Fan Vote, and Stanley Cup Playoffs Bracket Challenge. Also developed NHL Fantasy Stars fantasy hockey mobile game featuring Ultimate Fan mechanics with pack openings and card trading. Partnership focused on fan engagement innovation across NHL digital platforms.
- DraftKingscorePartnership to deliver DraftKings Big League Draw game, a free-to-play lottery-style game integrated into DraftKings platform. The collaboration provides engagement and user acquisition tools for DraftKings' sports betting ecosystem.
- BBC SportcorePartnership to deliver BBC Sport UEFA Champions League Squares game and other fan engagement experiences for BBC Sport digital channels, combining sports content with gamification to deepen audience engagement.
- SportsbetcorePartnership with Sportsbet.io and Sportsbet.com.au to develop Clubhouse concept and other mobile gaming experiences. Sportsbet reported significant growth in player-to-player word of mouth driven by LOW6's core game features, making marketing spend more economical.
- AllwynminorPartnership with Allwyn, a major lottery operator, on multiple projects across their lottery and gaming portfolio. LOW6's Simon Kreiter, newly appointed Head of Product, previously worked with Allwyn where he centralised their fragmented local setups into a scalable framework.
- Cincinnati BengalsminorDigital fan engagement partnership with Cincinnati Bengals NFL team, with LOW6 developing interactive experiences for the team's digital media initiatives.
Scale indicators16 records
Recent moves9 records
Expansion highlights6 records
low6 competitors and assessment
Company assessmentDirect peers
- BetGames.TV: BetGames.TV supplies live dealer and fixed-odds games (including skill-adjacent formats) to iGaming operators and sportsbooks globally. Its portfolio competes for engagement wallet share inside operator platforms alongside LOW6's skill gaming and game-show style content.
- Pragmatic Solutions: Pragmatic Solutions is an iGaming platform provider offering turnkey sportsbook and casino technology, including gamification and engagement modules for operators. It competes with LOW6 for the same operator wallet share with adjacent engagement tooling.
- Golden Race: Golden Race provides virtual sports and instant-win gamification content for sportsbook and iGaming operators worldwide. Its virtual sports and instant-win products overlap with LOW6's Instant Win, Social Casino and Crash Games modules.
- Betegy: Betegy provides data-driven sports prediction content and gamified widgets (pick'em, predictions, trivia) to sportsbook operators and media publishers. Its prediction-game stack overlaps with LOW6's Pick'Ems, Over/Unders and Bracket products for similar operator buyers.
- SportCaller: SportCaller is a B2B free-to-play sports gamification platform that supplies prediction, trivia and pick'em games to sportsbooks and media brands globally. It is the most direct competitor to LOW6's free-to-play suite, serving the same sportsbook and broadcaster customers with similar mechanics.
Broad incumbents
- Kambi Group: Kambi is a leading B2B sportsbook platform provider with a broad product suite covering odds, risk, trading and front-end experience for tier-1 operators. Its platform bundles engagement and front-end features that overlap with parts of LOW6's gamification offering.
- Sportradar: Sportradar is a global sports data and content company offering data, odds, AV production and engagement solutions to sportsbooks, leagues and media. Its engagement products compete with LOW6 for sportsbook and league customers across multiple geographies.
- Genius Sports: Genius Sports provides sports data, technology and media services, including fan engagement and free-to-play products to sportsbooks, leagues and broadcasters. Its free-to-play and engagement portfolio competes with LOW6 for league and broadcaster budgets.
- Playtech: Playtech is a large-scale iGaming and sportsbook platform supplier offering turnkey technology, content and gamification modules to operators worldwide. Its sports and casino platforms overlap with LOW6's white-label platform ambitions.
Emerging players
- Simplebet: Simplebet develops micro-betting and in-play gamification technology for sportsbooks, enabling prop-style wagering on individual plays. Its prop-style engagement overlaps with LOW6's Over/Unders and props-based free-to-play product philosophy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights3 records
Customer concentration
low6 social profiles
Digital presencelow6 compliance and trust
Trust signalCompliance1 record
low6 financial estimates
Financial estimateRevenue estimate
Valuation estimate
low6 leadership team
Management profileNumber of profiles
Profiles7 records
low6 subsidiaries and ownership
Company hierarchySubsidiaries2 records
low6 funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
low6 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about low6
What does low6 do?
LOW6 is a B2B gamification company that builds, white-labels, and embeds free-to-play mobile and web games (including signature titles Ultimate Fan, Trivia, Over Unders, and Squads, plus a broader portfolio of fantasy, pick'em, trivia, bracket, social casino, crash, and skill-based PvP games) into partner platforms run by sportsbooks, iGaming operators, sports leagues, broadcasters, and lottery organisations. Its products serve as customer acquisition, engagement, and retention tools, with betslip integration that funnels free-to-play players toward real-money wagering and certified RNG games for regulated prize draws.
Is low6 a public or private company?
low6 is a private company. It is classified as venture growth investor backed and is currently operating.
When was low6 founded?
low6 was founded in 2018. It employs 51 to 100 people.
Where is low6 based?
low6 is headquartered in Birmingham, United Kingdom, in the Europe region.
How does low6 make money?
Three revenue lines are on record. B2B Licensing and White-Label Partnerships are the primary driver. The others are in-App Purchases and Subscriptions and skill-Based Gaming Platform.
Who are low6's main competitors?
Direct peers on record are BetGames.TV, Pragmatic Solutions, Golden Race, Betegy and SportCaller. Broad incumbents are Kambi Group, Sportradar, Genius Sports and Playtech. Simplebet is listed as an emerging player.
Does low6 have an API?
No public API is recorded for low6.
What industry is low6 in?
low6's product category is Sports Betting Gamification Software. Its primary akta.pro industry code is MPAEAKAA, iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms). Its NAICS code is 7132 and its SIC code is 7900.