Online sports betting and casino platform Rivalry and sports gamification company Low6 have teamed up to unveil a new fantasy basketball app, Rivalry Ultimate Fan.

The free-to-play app combines elements of trading cards and collectibles, allowing users to open digital packs of NBA players, create lineups, and compete to win fantasy contests throughout the 2023-24 NBA season.

“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,” Rivalry Co-founder and CEO Steven Salz said in a press release.

“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.”

“Rivalry’s expertise and understanding of Millennial and Gen Z customers is very much aligned to Low6’s product development. 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,” added Low6 CEO and Co-Founder Jamie Mitchell.

Players will be able to win various prizes for winning fantasy contests, including NBA merchandise, gift cards, and promotions for Rivalry’s sportsbook and casino products. Rivalry is also working with its content partners to livestream Ultimate Fan pack openings throughout the basketball season, attempting to capitalize on streaming trends to attract new players to its platform.

The app is the latest collaboration between Rivalry and Low6 after the companies developed a free-to-play Pick’em game for two major esports events, The International (TI) 11 and the 2022 League of Legends (LoL) World Championship.

Adding to its experience in the professional basketball industry, Low6 renewed its partnership with the Sacramento Kings in October with a return for its “Call the Shots” prediction game. The game, integrated with the franchise’s fan app, allows fans inside the Golden 1 Center to win discounted food and beverages, merchandise, and autographed jerseys for predicting events in-game.