Entain has launched Seven in the UK, combining fantasy football selection with first and last goalscorer predictions in a free to play Premier League game. The Angstrom developed app offers a weekly jackpot of about $135,000 and connects prizes with Ladbrokes.
Good to Know
Entain built Seven around a trend that became clearer during the 2026 FIFA World Cup. Anytime goalscorer betting volume across Entain brands ran at more than four times the level recorded during the previous World Cup, according to company data.
Rather than asking users to predict match scores, Seven puts individual footballers at the centre of each entry. Players choose three forwards and four footballers from other positions. A selection counts when that player scores either the first or final goal in the relevant match.
Three successful selections unlock a prize, while all seven produce a $135,000 jackpot. Other rewards include cash and free bets. The format also avoids elimination after a wrong prediction, allowing users to return each gameweek.
Ross Jarvis, Director of Strategy at Angstrom, said:
“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.”
Angstrom, the sports modelling and analytics operation within Entain, originated the project before working with other group teams. The same business supplies sports technology to BetMGM in the US, including advanced parlay and specialist betting markets.
Seven initially focuses on Premier League football and targets adult users, particularly digitally focused fans aged 25 to 35. Live updates let users track all seven selections during matches, while rolling deadlines allow later picks to remain editable around fixture times. AI powered player insights also form part of the app.
Ladbrokes provides the commercial connection. Seven winnings go through Ladbrokes, and users can access betting offers created specifically around the free to play game.
Bejay Patel, UK Managing Director at Entain, said:
“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. 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.”
Entain plans to add leagues and social competition in October. Longer term, the group sees scope to take the format into additional countries and sports rather than keeping Seven limited to UK football.