Entain Unveils Free-to-Play App Ahead of New Season

Entain has launched its latest innovation, Seven, a free-to-play football app, as the Premier League season approaches. Developed by Angstrom, acquired by Entain in a $270 million deal in 2023, Seven marks Angstrom's first standalone product post-acquisition.

Entain's Strategic Launch of Seven

The app enables users to select a squad of seven players each gameweek, aiming to predict the first or last goal scorer in matches. Success in picking three or more correct players awards prizes including a £100,000 weekly jackpot, along with cash and free bet rewards. Drawing inspiration from fantasy football, Seven features rolling selection deadlines, with leagues and social competitions slated for October. Seven's partnership with Entain brand Ladbrokes allows winnings to be redeemed directly and provides players access to exclusive betting options.

Comparison with Other Free-to-Play Games

The market includes similar products such as Sky Bet's Super 6 and LiveScore 6. However, Seven differentiates itself by maintaining ongoing participant engagement through its simple gameplay and strategic involvement, contrasting with the elimination model of score prediction games. This move comes after FIFA World Cup insights revealed a shift towards individual player markets, with OpenBet processing 23 million player prop bets during the event.

A Platform to Boost Engagement

Entain sees Seven not only as a standalone offering but as a significant cross-sell tool to leverage fan engagement. Bejay Patel, UK managing director at Entain, emphasized that Seven represents the company's innovative strategy. He stated, "Seven is a great example of how Entain can innovate at pace." The UK, with its strong football fan base and the Premier League, was chosen strategically for the launch.

Angstrom's Vision and Market Adaptation

Ross Jarvis, Angstrom's director of strategy, highlights the app's unique "first-or-last goalscorer" mechanic, aligning with modern fan interactions and expectations. Jarvis noted, "Seven started with a simple belief: football fans deserve a free-to-play experience built around how they actually follow the game today."

Entain aims for Seven to become a staple in football fans' routines, with potential scaling into new markets and sports anticipated. According to Entain, "Anytime goalscorer betting volumes more than quadrupled compared to the previous World Cup," indicating a growing focus on individual player performances.

Looking Forward: Entain’s Growth Projections

Entain is poised to report its H1 2026 earnings, showcasing further growth driven by innovative offerings like Seven. The company continues to capitalize on technology to enhance its product portfolio and engage a broader audience.