Entain Launches Free-to-Play Football App Seven in the UK
The operator introduces a player-focused prediction game with a £100,000 weekly jackpot ahead of the new Premier League season.
Entain has launched Seven, a free-to-play football application in the UK that invites users to predict individual goalscorer performances for the chance to win cash prizes and free bets.
The app-first product requires players to pick a squad of seven footballers—three forwards and four players from other positions—for upcoming match fixtures. Users score successful picks when a selected player scores either the first or last goal of a fixture. Securing three or more correct selections unlocks rewards, including a £100,000 weekly jackpot.
Target Demographic and Fandom Trends
Developed jointly by Entain and its sports modelling subsidiary Angstrom, Seven is initially centred on Premier League football and targets adult fans aged 25 to 35.
The product rollout follows insights gathered during the 2026 FIFA World Cup, where Entain observed a pronounced shift towards individual player betting markets. Anytime goalscorer betting volumes across Entain's retail and online brands during the tournament were four times higher than those recorded at the 2022 World Cup.
The app replaces exact scoreline predictions and knockout-style eliminations with a continuous participation model, incorporating rolling selection deadlines, AI-driven player insights and live updates. Social competition elements and private leagues are scheduled for launch in October.
Commercial Strategy and Integration
Seven is integrated with Entain's flagship UK brand, Ladbrokes, which manages the prize fulfilment system. Players claim rewards directly through Ladbrokes accounts and gain access to dedicated betting opportunities tied to the free-to-play game.
Seven started with a simple belief: football fans deserve a free-to-play experience built around how they actually follow the game today,
said Ross Jarvis, director of strategy at Angstrom
Fans are increasingly drawn to players, stories, data and real-time interaction, yet much of the category has remained largely unchanged for years.What makes it different is its simple first-or-last goalscorer mechanic, combined with a modern product experience,” Jarvis added. We've been able to operate with an entrepreneurial mindset, testing ideas quickly, learning fast and building relentlessly around the customer. The result is a product we believe can become a core part of adult football fans' weekly routine and, over time, scale into new markets and sports.
Bejay Patel, UK managing director at Entain, commented:
Seven is a great example of how Entain can innovate at pace. By empowering a dedicated team to think differently and move quickly, we have built a genuinely distinctive product that broadens our portfolio and showcases the strength of our innovation culture.The UK is the natural place to launch Seven,” Patel continued. “It is one of the world's most engaged football markets, home to the Premier League, and a market where Ladbrokes has deep heritage and scale. Seven allows us to build on that strength with a fresh, free-to-play product that reflects how fans follow football today, combining player-led fandom, live match engagement and social competition in a simple weekly game.
Related News:
