Entain Launches Free-to-Play App Seven for Premier League

Key Takeaways:

Entain's new app Seven launches ahead of the Premier League and EFL seasons.
The game features a £100,000 weekly jackpot utilizing first or last goalscorer mechanics.
Seven was developed by Angstrom to capitalize on player-focused betting trends.

Entain has launched a new free-to-play football app named Seven in the UK ahead of the returning English Football League on August 14 and the Premier League on August 21. Aimed primarily at the 25-35 demographic, the product was designed to capture the attention of digitally native fans who favor player-led fandom. The app is partnered with Ladbrokes, meaning all winnings from the game are awarded through the flagship betting platform, which will feature tailored markets for players.

Capitalizing on World Cup Betting Trends

The launch of Seven is designed to maintain momentum from the 2026 FIFA World Cup, where Entain noted a significant shift in customer behavior toward individual player markets. During the tournament, the operator saw anytime goalscorer betting volume quadruple across its brands compared to the 2022 World Cup, highlighting the massive popularity of World Cup betting markets. Seven incorporates this trend by requiring users to select a squad of seven footballers each gameweek, awarding prizes if three chosen players score either the first or last goal in a match.

Available prizes include a weekly £100,000 jackpot, free bet rewards, and smaller cash payouts. Bajey Patel, Entain’s UK Managing Director, stated, "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 alongside popular Premier League betting markets."

Angstrom's Role in Product Innovation

Seven was developed by Angstrom, the data forecasting and sports modeling subsidiary Entain acquired in 2023 for £81 million. The app features live updates and rolling selection deadlines, with a league and social competition element scheduled for introduction in October. Ross Jarvis, Director of Strategy at Angstrom, noted that the product was built around real-time interaction and data.

"What makes it different is its simple first-or-last goalscorer mechanic, combined with a modern product experience," Jarvis said. "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." Entain plans to potentially expand Seven, or similar products, across other sports and markets, including Indian Premier League betting for cricket fans, with the company also preparing to publish its Q2 financial results on August 13.