Low6 cites YouTuber focused marketing for UltimateFan success

Low6 has reported it has achieved commercial targets for its UltimateFan offering, an app that operates fantasy sports platforms across a range of international sports.

Launched last summer before the rescheduled UEFA 2020 European Championships, UltimateFan has now been installed over 150,000 times, and was further bolstered by the beginning of the 2021/22 National Football League (NFL) season.

In the UK, Birmingham-based UltimateFan became the number one top-grossing sports app, and the second most downloaded sports app, within the opening weeks of the 2021/22 Premier League

Jamie Mitchell, Low6 CEO and Founder, said: “We’re disrupting the traditional onboarding customer journey and increasing retention and conversion rates by our forward-thinking approach to brand and marketing.”

Since launching in North America in time for the 2021 NFL season, Low6 has developed co-promotional products and distributed its tailored offerings for the Jacksonville Jaguars and Super Bowl finalists Cincinnati Bengals.

Additionally, the firm has adopted a strategy of leveraging a ‘roster of YouTuber influences’, which Mitchell believes has enabled Low6 to successfully engage with an audience of ‘avid’ Gen-Z and millennial fantasy sports players.

The CEO continued: “This strategy has created over five million views of our products that allows our ever-growing community to gain insight into the gameplay experience, learn about the best tips on how to win, and provide real-time reactions to the ins-and outs of pack drops. 

“Our typical users are at home watching their favourite YouTube channels alongside their friends and the wider digital community, all while making their lineup selections alongside YouTubers. It’s this approach of accessible, on-demand digital content that sets Low6 apart from every other fantasy sports operator.”

Speaking to SBC following the launch of UltimateFan in June of last year, Mitchell – along with fellow Co-Founder Wayne Stevenson – discussed how Low6 sought to combine pack openings, fantasy football and non-fungible tokens (NFTs) in its overall product, and highlighted why they believe this is a winning formula.

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