Entain Launches Seven, Its New Free-to-Play Fantasy Football App
United Kingdom.- 12 August 2026 | www.zonadeazar.com Entain has launched Seven in the UK, a new free-to-play fantasy football application designed to increase fan engagement around the Premier League and strengthen Ladbrokes’ digital offering.
The product was developed by Angstrom, Entain’s sports data, forecasting and modelling subsidiary acquired in 2023, and is intended to become a regular weekly experience for football fans.
News Details
Seven allows users to select a squad of seven footballers for each gameweek.
Players can win prizes if three of their selected footballers score either the first or last goal in their respective matches.
The app includes live updates and rolling selection deadlines throughout the gameweek.
From October, Seven will also introduce leagues and social competition features similar to those commonly found in fantasy football products.
Prizes include a £100,000 weekly jackpot, alongside free bet rewards and smaller cash prizes.
Winnings from Seven will be credited through Ladbrokes, while the sportsbook will also offer betting markets specifically tailored to Seven users.
Industry Context
The launch comes ahead of the Premier League’s return on 21 August and the start of the EFL season on 14 August.
Entain is seeking to capitalise on trends observed during the 2026 World Cup, particularly growing customer interest in betting markets centred on individual players.
The group reported that anytime goalscorer betting volume across its brands quadrupled during the 2026 World Cup compared with the 2022 tournament.
Seven has been designed particularly with 25-to-35-year-old consumers in mind, a digitally native demographic which Entain research suggests has a stronger affinity with player-led fandom and fantasy-style experiences.
Statements
Bajey Patel, Entain’s UK Managing Director, said:
“Seven is a great example of how Entain can innovate at pace.”
He highlighted the product’s ability to broaden the group’s portfolio and demonstrate the strength of its innovation culture through dedicated specialist teams.
Patel also said the UK was the natural launch market because of its highly engaged football audience, the Premier League’s global relevance and Ladbrokes’ established scale and heritage.
Ross Jarvis, Director of Strategy at Angstrom, said Seven was built around the belief that football fans deserved a free-to-play experience reflecting the way they follow the sport today.
He highlighted its first-or-last goalscorer mechanic, real-time interaction and the ambition for the product to become part of adult football fans’ weekly routine.
Next Steps or Impact
Although Seven has initially been developed around the Premier League and the UK market, Entain intends to explore similar products across additional countries, brands and sports.
The group is seeking to develop app-first experiences that can be scaled across its international portfolio.
The launch also reinforces Angstrom’s strategic value within Entain and demonstrates how technology originally acquired to strengthen BetMGM’s sports modelling capabilities can be deployed to create new fan-engagement products.
Editó: @fonta
