Entain has debuted its Seven app, a free-to-play sports app where participants choose seven soccer players in total and score points based on whether those players have secured goals in the game, and specifically, the first and last goals of a match.
Seven F2P App Stakes Out Entain’s Ambitions to Connect With Younger Generations
The app is focusing on building a purely socially-oriented ecosystem, seeking to build gamification and engagement rather than drive direct real money conversion.
The company is hoping to resonate with digitally native 25-35-year-olds who are the next generation of sports bettors and casino gamblers, with the company leveraging its data models to build a data-derived app model which it is hoping will lead to the desired outcomes.
In a statement, Angstrom director of strategy Ross Jarvis commented on how the company came up with the idea of building this particular app:
“What’s that middle line between needing a second full-time job to play and do well at Fantasy Premier League, and games that are just two minutes of wasted time? We wanted to find that five-to-10-minute game in the middle, one that taps into the weekend rituals football fans already have.”
Seven sets out as a far more ambitious project than what is currently on the market. Jarvis believes that one of the core issues the type of similar products face is that they are too busy replicating each other, instead of taking a hard look at what the market is currently in need of.
Copying the Premier League to NFL in Seven
According to Jarvis, Seven stands out by addressing this head-on. Instead of presuming that audiences watch an entire game, the app does something different – it is specifically built for people who watch snippets of the full games and the experience.
“Even if you join the game at 75 minutes and you’ve got a player in that match, you’ve still got about 15 minutes where, if that player scores the last goal, that’s all that matters to you,” Jarvis said.
While Seven will focus on the Premier League at first, Jarvis sees plenty of room for growth, adapting the model to other cultures and sports, including the National Football League, which will be the next frontier with the F2P app.