Entain launches Seven free-to-play football app in the UK

Entain has launched Seven in the UK, a free-to-play football app in which users select seven players each gameweek and win prizes when enough of their selections score either the first or last goal in their respective matches.

Players must choose three forwards and four players from other positions for upcoming fixtures. A pick is recorded as successful if the selected footballer scores the first or final goal of the match, with three or more successful selections required to win a prize. The weekly rewards include a £100,000 ($135,062.5) jackpot, alongside other cash prizes and free bets.

The app, developed by Angstrom and Entain, is initially centered on Premier League football and is designed as an app-first product for adult football fans. Entain said Seven is intended for an expanded audience, with a particular focus on digitally native fans aged 25 to 35, amid increasing interest in individual players as well as teams.

The launch comes after the 2026 FIFA World Cup, when betting activity across Entain’s brands showed a shift toward individual player markets. According to the company, anytime goalscorer betting volumes during the tournament were more than four times those recorded at the previous World Cup.

Ross Jarvis, Director of Strategy at Angstrom, said: “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.“

Seven originated with a dedicated team at Angstrom, Entain’s sports modeling and analytics business, before the project was developed further with other Entain teams. Angstrom has also been involved in sports betting products elsewhere in the group, including exclusive markets and advanced parlay capabilities for BetMGM in the United States.

The game combines elements of fantasy football squad selection with goalscorer prediction. Entain said research indicates that sports engagement is increasingly influenced by individual athletes and that fans are seeking more interactive and participatory forms of engagement.

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.”

Unlike products that require users to predict exact match scores, Seven uses a first-or-last goalscorer format. It also differs from knockout-style games in which participants are eliminated after an incorrect selection, with Seven allowing users to continue participating from one gameweek to the next.

Users can follow matches and monitor the performance of their seven-player squads through live updates, while rolling selection deadlines allow picks to be managed around the football schedule. The app also includes AI-driven player insight. Leagues and social competition are scheduled to be introduced in October.

Jarvis said: “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.”

Seven is linked with Ladbrokes, Entain’s UK sports betting brand, through its prize system. Winnings from the game are awarded directly through Ladbrokes, where Seven users can also access betting opportunities created specifically for players of the free-to-play game.

Patel said: “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.”