Entain has announced the launch of its new free-to-play football offering, Seven, as the Premier League edges closer to a return.
Seven is a standalone app developed by sports analytics firm Angstrom, which Entain acquired in a £203m deal in 2023. The app will be Angstrom’s first standalone offering since the buyout.
Angstrom helped significantly ramp up BetMGM’s bet builder capabilities in the US, with the Entain and MGM Resorts International JV closing the gap to market leaders FanDuel and DraftKings in the process.
Seven allows users to pick a squad of seven players each gameweek, with the aim of choosing who scores either the first or the last goal in a match.
Should a user successfully pick three or more players who achieve that feat, they will be eligible to win prizes.
Prizes include a £100,000 weekly jackpot, as well as other cash and free bet rewards.
The platform contains many features similar to fantasy football, such as rolling selection deadlines, with leagues and social competitions set to follow in October.
Seven will also partner with Entain brand Ladbrokes, with winnings from the app awarded directly through the operator and allowing players to unlock “exclusive betting opportunities”.
Ladbrokes currently offers the 1-2-Free game, a free-to-play promotion whereby users predict the scores of the three football matches to win a share of £10,000 in cash.
Sky Bet’s Super 6, in which players must predict six correct scores for the chance to win £250,000, and LiveScore 6, are other similar free-to-play games on the market.
Entain said score prediction games eliminate participants for incorrect selections, whereas Seven will keep players engaged “week after week through simple gameplay, strategic decision-making and ongoing participation”.
The launch also looks to capitalise on the momentum built during the FIFA World Cup, during which the operator noted a “significant shift towards individual player markets”.
Seven will effectively serve as a cross-sell tool for Entain. The London-listed operator is due to report its H1 2026 earnings on Thursday, 13 August.
Data released by OpenBet regarding the World Cup highlighted the popularity of individual player markets, with the supplier processing around 23 million player prop bets during the tournament.
“Anytime goalscorer betting volumes more than quadrupled compared to the previous World Cup, underlining the growing appeal of following individual player performances alongside team success,” Entain noted.
Bejay Patel, UK managing director at Entain, said: “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. 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.”
Angstrom’s director of strategy Ross Jarvis added: “Seven started with a simple belief: football fans deserve a free-to-play experience built around how they actually follow the game today.
“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.
“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.”
The post Entain launches new standalone free-to-play football product ahead of new season first appeared on EGR Intel.
Seven app, developed by Angstrom, represents the first standalone product produced by the sports analytics firm since the operator’s 2023 acquisition
The post Entain launches new standalone free-to-play football product ahead of new season first appeared on EGR Intel.