Betfred has announced the launch of its new free-to-play (F2P) game, Goal Builder+, which allows punters to predict elements of a goal for the chance to win a share of a £10,000 jackpot prize.
The game was created by Liverpool-based Betmate, trading as Engage Games, and integrated directly into Betfred’s platform.
Goal Builder+ sees users making five predictions as to how the first goal in a specific game will be scored each week.
Customers must predict the first goalscorer, the method of the goal (left foot, right foot, head/other), the area of the goal it goes in, the area of the pitch the shot is taken from and the minute it’s scored in to secure the jackpot, which will roll over weekly if there are no winners.
Customers will win a £10 free bet for four out of five correct predictions, a £5 free bet for three correct predictions and a £1 free bet for two.
Betfred noted that free bets can be used on any sports, lotto or virtual markets.
The operator said its F2P push was a sign of “increased dedication to customer experience and engagement”, and it was looking to further expand its offering in the space.
Goal Builder+ joins Beat Fred in the operator’s F2P portfolio, which sees users guess the results of six Premier League games each week for a chance to win a share of £5,000.
Mark Hartley, Betfred head of product, said: “Betfred is always looking at ways to stand out and Goal Builder+ is unique in the market.
“We have been delighted with the partnership with Engage Games and have been very impressed at how they have brought this vision to life for our customers.”
Ryan Lawrence, founder of Engage Games, added: “We believe in providing operators with unique games that answer a specific problem or opportunity.
“Goal Builder+ uses pitch coordinate data in a way we haven’t seen before, and it’s another example of how we can create new experiences for fans to level up their experience.”
The operator recently posted a £128m post-tax profit for a 78-week period ending 30 March 2025, while it reported profit as £1.5bn for that same period.
Engage Games also partnered with evoke-owned William Hill last August to build F2P game, Final One Standing.
F2P games have become an increasingly important customer engagement tool for betting operators in recent years, with Sky Bet’s ‘Super 6’ predictions game seen as the gold standard.
The post Betfred cites “increased dedication” to customer experience with new F2P launch first appeared on EGR Intel.
Goal Builder+ was built in partnership with Betmate, which also collaborated with William Hill on Final One Standing for the start of the 2025-26 season
The post Betfred cites “increased dedication” to customer experience with new F2P launch first appeared on EGR Intel.