Entain announced Seven in the UK on September 15, 2026, a free-to-play football app that links player predictions to Ladbrokes rewards and a weekly cash jackpot. The product is aimed at adults and gives the group another way to engage football fans outside its traditional betting products.

Seven is free to enter, but its rewards and account requirements connect the game directly to Entain’s Ladbrokes betting brand.

How Seven works

Seven is built around Premier League fixtures. Users select seven players and receive a successful pick when a chosen player scores either the first or last goal in a match.

Prizes are available from three successful selections. The top prize can reach £100,000 through a shared jackpot, according to Entain.

  • Players choose seven Premier League footballers each gameweek.
  • Selections are based on first-goalscorer or last-goalscorer outcomes.
  • Three or more successful picks can qualify for prizes.
  • The app provides live updates, player information and rolling selection deadlines.
  • The Google Play listing says the app is available to users aged 18 and over in the UK.

Entain says the product was developed with Angstrom, its sports modelling and analytics business. The company describes Seven as a standalone entertainment product. It also says the app could introduce new adult audiences to the wider Entain ecosystem.

The Ladbrokes connection

The game is free to enter, but the commercial link is direct. Entain says Seven rewards are delivered through Ladbrokes.

The Google Play listing says users need a Ladbrokes account to access the listed rewards, including cash prizes and free bets. That makes the account requirement a central part of the product’s route from free play to a licensed betting brand.

Age checks and advertising scrutiny

Google Play labels Seven “Adults only 18+” and “Real Gambling”. Its listing says the UK product became available on August 10, 2026. The earlier app-store date and the September 15 announcement date indicate that availability and public promotion occurred at different points.

The Advertising Standards Authority said on May 27, 2026, that it had begun active monitoring of gambling app-store listings. The regulator also said it was reviewing gambling advertising in free-to-play digital environments, where content can reach younger audiences.

The ASA has not ruled against Seven. Its guidance published on October 14, 2025, says advertisers should assess whether gambling content has strong appeal to people under 18.

That guidance is relevant to Seven because the app uses football, player statistics and prediction mechanics. Its free entry does not remove the need for effective age controls or responsible marketing.

What the licensing record shows

The Gambling Commission’s public register lists Ladbrokes Betting & Gaming Limited with active remote betting, casino and gambling software permissions. The register was updated on September 14, 2026.

The register also lists LC International Limited, the developer named in the Google Play listing, as a gambling business trading as Ladbrokes. The app listing identifies its head office as being in Gibraltar.

The Gambling Commission regulates gambling in Great Britain. The app listing uses the wider term “UK”, so the launch should not be read as proof that one licensing framework covers Northern Ireland, the Channel Islands or the Isle of Man.

What changes for users

Seven creates repeated contact with football fans without requiring an initial stake. The immediate activity is a prediction game, but the rewards route leads to a Ladbrokes account.

Entain says leagues and social competition are planned for October. The company also says it is considering other markets and sports.

The key test will be whether Entain can expand the product while keeping its age-gating, advertising and betting-brand links clear to users. Those safeguards will matter as regulators examine how free-to-play games interact with gambling audiences.