Entain’s Seven app targets Premier League fans

• Entain has launched Seven, a free-to-play fantasy football app built by its Angstrom subsidiary and tied to Ladbrokes.
• Players pick a squad of seven footballers each gameweek, with prizes including a weekly £100,000 jackpot.
• The launch targets the 25-35 demographic ahead of the Premier League’s opening round on 21 August.

Entain has launched Seven, a new free-to-play app developed by its Angstrom subsidiary and partnered with Ladbrokes, as the FTSE 100 operator looks to draw younger football fans into its wider betting ecosystem ahead of the new domestic season.

How Seven works

Seven asks users to select a squad of seven footballers each gameweek, made up of three forwards and four players from other positions. Three or more correct picks, based on whether a chosen player scores the first or last goal in their match, unlock prizes.

The app includes live in-match updates and rolling selection deadlines. Entain plans to add a league and social competition feature in October, echoing the format used by the Premier League’s own fantasy product.

Rewards include a weekly £100,000 jackpot alongside free bet offers and smaller cash prizes. Entain says the format fills a “clear gap” between low-commitment prediction games and season-long fantasy formats, aiming to keep players engaged week after week rather than losing them after a single wrong pick.

Winnings are paid out through Ladbrokes, one of Entain’s two flagship UK betting brands, and the operator has tailored specific Ladbrokes betting markets around Seven players.

Timing and audience

The launch lands just before the Premier League’s opening round on 21 August and the EFL Championship season, which starts over the 14-16 August weekend.

Entain said anytime-goalscorer betting across its brands increased more than fourfold during the 2026 FIFA World Cup compared with the 2022 tournament, a trend it hopes carries into the domestic calendar.

Seven has been built specifically with the 25-35 age bracket in mind. Entain said its research found this “digitally native” group shows a preference for player-led fandom, which the operator believes makes it a target audience for fantasy-style games.

Bajey Patel, UK Managing Director at Entain, 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 that the UK was the natural starting point given the strength of the Premier League and Ladbrokes’ established presence in the market, and that the product reflects “how fans follow football today.”

Built inside Angstrom

Seven was developed by Angstrom, Entain’s data forecasting and sports modelling subsidiary, and is designed to feed new customers toward Ladbrokes.

The London-based firm was acquired by Entain in 2023 for an initial £81m, with contingent payments of up to a further £122m over three years, initially to strengthen sports modelling for the US-facing BetMGM joint venture. Seven is Angstrom’s first standalone consumer-facing product since that deal.

Ross Jarvis, Director of Strategy at Angstrom, said:

“What makes it different is its simple first-or-last goalscorer mechanic, combined with a modern product experience. We’ve been able to operate with an entrepreneurial mindset, testing ideas quickly, learning fast and building relentlessly around the customer.”

Jarvis said the team sees Seven becoming “a core part of adult football fans’ weekly routine” and scaling into new markets and sports over time.

Wider context

The product arrives as Entain works to shore up its home market. The operator recently confirmed roughly 500 job cuts to offset a higher UK tax burden, and has moved to sell down its Entain CEE joint venture to EMMA Capital. Entain reports its half-year results on 13 August.

Seven also arrives against a Premier League sponsorship backdrop reshaped by the voluntary shirt-sponsorship ban on gambling operators, giving Ladbrokes another consumer-facing route to football visibility, though Entain has not presented Seven as a replacement for shirt sponsorship.

Entain has said it hopes to extend Seven, or a similar product, into other markets and sports, and has not ruled out a version built around bwin.