Entain, the FTSE 100 parent company of Ladbrokes Coral and bwin, has entered the free-to-play games market with the launch of a new football app called Seven in the UK.
The product arrives ahead of the EFL season kicking off on 14 August and the Premier League’s return on 21 August, giving the platform an immediate audience of millions of football fans.
Entain has pointed to shifting betting behaviour during the 2026 FIFA World Cup as a key driver behind Seven’s development and overall strategic direction.
A particularly notable trend was a strong customer preference for individual player markets, with anytime goalscorer betting volume across Entain’s brands quadrupling compared to the 2022 World Cup.
The app has been designed with a specific demographic in mind, targeting the 25-35 age bracket that Entain describes as “digitally native” and drawn toward player-led fandom.
Seven operates as a weekly fantasy-style game where users select a squad of seven footballers, with prizes awarded if three of their chosen players score either the first or last goal in a match.
Prizes on offer include a weekly £100,000 jackpot, free bet rewards, and smaller cash prizes, with winnings distributed through the Ladbrokes platform.
Unlike knockout-style free-to-play formats that eliminate users after a single wrong pick, Seven is designed to keep players engaged on a recurring weekly basis throughout the season.
A league and social competition element is also planned for introduction in October, mirroring the format used by the Premier League’s own in-house fantasy product.
Seven was built by Angstrom, Entain’s data forecasting and sports modelling subsidiary, which the group acquired in 2023 for £81m to strengthen its sports betting capabilities.
Bajey Patel, Entain’s UK Managing Director, 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.”
Patel added: “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.”
He continued: “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.”
Although Seven has launched exclusively in the UK and for Premier League football, Entain has expressed ambitions to expand the product into additional markets and across other sports in the future.
