Betfred
50%+
more cash-active players than Betfred's flagship FTP
more cash-active players than Betfred's flagship FTP
Betfred didn't want another free-to-play game that looked and felt like everything else on the market. They wanted something genuinely different. A product that would stand out on the platform, drive acquisition and retention, and reflect the ambition of the brand.
Not a copy of what competitors were already running.
Something that didn't exist anywhere else.
GoalBuilder+ takes one of football betting's most familiar markets, the first goalscorer, and turns it into a layered prediction game built on data nobody else has seen before.
Players make five predictions around a single goal.
Players predict who scores. How they score: left foot, right foot, header. Where on the pitch the goal comes from, mapped across eight zones of near-equal probability using X/Y coordinate data. Where in the goal the ball ends up, split into six areas drawn from real coordinate data. And the exact minute it happens.
The key is that players are rewarded for every correct prediction, not just a perfect five out of five. Get the scorer and the method right but miss the zone? You still win. That keeps the game accessible to casual fans while creating multiple moments of payoff across a single match.
The difference between a game people try once and a game people come back to every week.
GB+ is also the first free-to-play product to sit directly inside the match event alongside, rather than living in a separate section of the platform. Players don't leave the sportsbook to play. The game meets them exactly where you want them to be.
The first ever free-to-play game to use real X/Y pitch and goal coordinate data.
Betfred are always looking at ways to stand out and GoalBuilder+ is unique in the market. We have been very impressed at how Engage Games brought this vision to life for our customers.
Mark Hartley
Head of Product, Betfred
This is what happens when games are built around your goals.
Not a template, not a clone.