Entain Launches Free Football Product Ahead of New Season

Entain has announced the launch of Seven, its new free football offering, as the Premier League is about to return. Developed by Angstrom, a company acquired by Entain in 2023 for $270 million, Seven is a standalone app and the first product of its kind since the acquisition. Angstrom previously enhanced BetMGM's betting creation capabilities in the U.S., helping to close the gap with market leaders like FanDuel and DraftKings.

Seven allows users to select a team of seven players each week with the aim of predicting who will score the first or last goal in a match. If a user correctly guesses three or more players, they can win prizes. These prizes include a weekly jackpot of £100,000, along with cash rewards and free bets.

Features of the Seven App

The platform offers features similar to fantasy football, such as rotating deadlines to make selections. There are plans to incorporate leagues and social competitions starting in October. Seven will also partner with Ladbrokes, an Entain brand, allowing winners to receive prizes directly through the operator.

Ladbrokes currently offers the 1-2-Free game, a free promotion where users predict the results of three football matches to win a share of £10,000 in cash. In comparison, Seven will keep players engaged week after week with a simple and strategic game.

Market Strategy and Launch

The launch of Seven seeks to capitalize on the momentum generated during the FIFA World Cup, when there was a significant shift towards individual player markets. According to Entain, betting volumes on “anytime scorer” quadrupled compared to the previous World Cup.

Bejay Patel, Managing Director of Entain in the UK, stated: "Seven is a great example of how Entain can innovate quickly, highlighting our culture of innovation. The UK is the natural place for the launch of Seven, a market deeply linked to football and where Ladbrokes has a strong presence."

Consumer Focus and Expansion

Ross Jarvis, Strategy Director of Angstrom, added: "Seven was born from the belief that football fans deserve a free experience that reflects how they follow the game today. This product combines the simple mechanics of first or last scorer with a modern experience." Entain hopes that Seven will become an integral part of football fans' entertainment, scaling into new markets and sports over time.