Rivalry the leading sportsbook and iGaming operator for Millennials and Gen Z, today released Rivalry Ultimate Fan, a standalone daily fantasy sports app for the 2023-24 NBA season launched in partnership with Low6, a leading gamification innovator.

“Rivalry Ultimate Fan applies our Gen Z playbook to the world of fantasy sports to engage the next generation of basketball fans and strategically position our brand within a new vertical,” said Steven Salz, Co-Founder and CEO, Rivalry.

“Expanding further into the traditional sports segment enables us to introduce the unique betting experience we’ve built to a new community of players and realize the operating leverage we see in other parts of the business among a broader audience. Low6 has delivered an innovative free-to-play product that fits well into this strategy and builds our presence in an important category.”

Rivalry Ultimate Fan is a free-to-play fantasy basketball game that taps into the rise of trading card culture, collectibles, and pack openings. Users open digital card packs of NBA players to create line-ups, compete in weekly contests throughout the season, and win an array of prizes, including NBA merchandise, gift cards, and redeemable promotions on Rivalry’s sportsbook and casino.

Rivalry will also release a collection of physical Booster Packs containing custom-illustrated trading cards of NBA players, Rivalry’s original IP, and more with QR codes to claim additional prizes. This includes “The Big Baller,” a 1-of-1 holographic card which will award two tickets to the 2024 NBA Finals. Further tapping into the excitement of trading cards, Rivalry will collaborate with its creator partners to livestream Ultimate Fan pack openings to their audiences throughout the season.

“Rivalry’s expertise and understanding of Millennial and Gen Z customers is very much aligned to Low6’s product development,” said Jamie Mitchell, Co-Founder and CEO, Low6. “We’re confident our award-winning fantasy game will drive acquisition and engagement for Rivalry among a new audience while maintaining their commitment to innovation and one-of-a-kind experiences in betting.”