Entain Rolls Out Seven Free-to-Play Football Applications.
As the Premier League and EFL seasons gear up for their return, Entain is making waves with the launch of Seven, a new free-to-play football app under the Ladbrokes brand. Designed to boost fan engagement, the app offers users a weekly opportunity to win prizes simply by predicting football outcomes.
A Weekly Ritual for Football Fans
The idea behind Seven is straightforward but innovative. It’s a free-to-play game built around weekly choices and prizes, arriving just in time for the football action in August. Entain explained that the app aims to sustain interest beyond major tournaments. Especially after the 2026 FIFA World Cup, where betting patterns shifted toward player-led markets. In fact, they noted that “anytime goalscorer volume across its brands quadrupled versus the 2022 tournament.”
With Seven, fans pick seven footballers each gameweek. The goal? To win prizes if three of their selected players score the first or last goal in a match. The app features live updates and rolling deadlines for selections. There are also plans to introduce a league and social competition layer in October. The company emphasized that the format was designed to keep players engaged weekly rather than ending after a single mistake. Prizes are substantial, with about €116,000 (£100,000) in total, plus free bets and smaller cash rewards.
Connecting the Game to Betting
The app is closely linked to Ladbrokes, with winnings paid out through the sportsbook platform. Betting markets are also tailored for Seven players, providing a seamless way to connect the free-to-play experience with Entain’s core betting operations. The UK was chosen as the launch market because of the Premier League’s massive following and Ladbrokes’ strong heritage there.
Bajey Patel, Entain’s UK Managing Director, shared his excitement: “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.”
Patel highlighted that the product reflects modern football fandom, combining player-led engagement, live match interaction, and social competition into a simple weekly game. Entain also plans to expand Seven, or similar products, into other markets and sports. This launch is part of a broader strategy to develop app-first experiences across the group, with Seven serving as a potential blueprint rather than a one-off project.
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Powered by Angstrom’s Expertise
The development of Seven was led by Angstrom, Entain’s subsidiary specializing in data forecasting and sports modeling. Entain acquired Angstrom in 2023 for around €94m (£81m), initially to enhance BetMGM’s sports modeling capabilities. Since then, the group has undergone several portfolio adjustments, including the sale of Entain CEE to EMMA Capital.
Ross Jarvis, Director of Strategy at Angstrom, commented: “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.”
He added that the app was designed around current fan behavior: how supporters consume football now. The straightforward mechanic and modern experience aim to make Seven a regular part of adult fans’ weekly routines. Entain’s broader strategy of an app-first approach suggests they want products that can cross over between brands and sports. These being something that could eventually extend to platforms like bwin.
