Betfred is the first UK bookmaker to debut Goal Builder+, a new free-to-play (FTP) game designed to bolster audience engagement and activation with football goalscorer markets.
Engineered by Liverpool-based Engage Games, Goal Builder+ is an FTP game that allows customers to predict the elements of how a goal will be scored for free bets and jackpot prizes.
As explained by Betfred: “Every inch of the user’s footballing knowledge will be needed to predict the first goalscorer, the method of the goal, the area of the goal it goes in, the area of the pitch the shot is taken from, and the minute it’s scored in to secure the jackpot, which will roll over weekly when left unclaimed.”
Beyond jackpot prizes, the FTP game will reward customers with free bets as: “Four correct predictions will land customers a £10 free bet, three for a £5 free bet and two for a £1 free bet.”
The addition of Goal Builder+ sees Betfred expand its FTP portfolio, which is led by the brand-built “BeatFred” game, where users need to make six correct stat-based predictions across multiple football fixtures to secure a share of cash prizes.
Betfred’s Head of Product, Mark Hartley, said: “Betfred are always looking at ways to stand out and Goal Builder+ is unique in the market. We have been delighted with the partnership with Engage Games and have been very impressed at how they have brought this vision to life for our customers.”
The innovation studio of Betmate Ltd, Engage Games was founded in 2024 by entrepreneurs Ryan Lawrence and Declan Dowling. The studio aims to develop unique and fully customised FTP and peer-to-peer games for sportsbooks to acquire, engage, and retain players.
2025 saw Engage Games develop the customised FTP game Last Man Standing for William Hill, which helped the bookmaker achieve a record 95% engagement during week one of the Premier League.
Ryan Lawrence, the founder of Engage Games, stated: “We believe in providing operators with unique games that answer a specific problem or opportunity. Goal Builder+ uses pitch coordinate data in a way we haven’t seen before, and it’s another example of how we can create new experiences for fans to level up their experience.”