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Goals

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Free-to-play, multiplayer-focused, esports-ready football game designed to provide a realistic and responsive gameplay experience across multiple platforms

Stockholm, SwedenFounded 2021Consumer Services
Valuation $100–500M Latest valuation · 2025
Revenue <$1M Latest reported FY
Headcount 100–500 Current team size
Total funding $50–100M Disclosed equity funding
Unlock exact values This page shows ranges. Dealroom has the exact numbers for Goals and the history behind them.

About Goals

GOALS is an innovative startup based in Stockholm, Sweden, focused on revolutionizing the football gaming industry. The company is developing a high-quality (AAA) football game that is free to play and designed for cross-platform compatibility, meaning players can enjoy the game on different devices. The game emphasizes multiplayer experiences and is built with esports in mind, making it attractive to competitive gamers.

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GOALS operates in the digital gaming market, specifically targeting football enthusiasts and esports players. The company aims to attract a broad audience by offering a "play to earn" model. This means that players can earn digital assets, which are items or currencies in the game, based on the time they spend and their skill level. These digital assets can potentially be converted into real-world value, allowing skilled players to make a living from playing the game.

The business model of GOALS is centered around being free to play, which lowers the entry barrier for users. The company plans to generate revenue through in-game purchases, where players can buy digital assets, and possibly through sponsorships and partnerships within the esports ecosystem.

GOALS is a remote-first company, meaning its team works primarily online, with its headquarters in Stockholm. The company is currently expanding its founding team and is hiring for various roles, including producers, tech directors, game designers, concept artists, character artists, NFT engineers, system programmers, gameplay programmers, recruiters, community managers, and social media managers.

Source: Dealroom company data

At a glance

Status
Operational
Founded
2021
Headquarters
Stockholm, Sweden
Employees
100
Open positions
None listed
Dealroom signal
83.7/100
Industry
Gaming, Sports
Sub-industry
eSports, Mobile Gaming
Sector
Consumer Services, Video Games, Online Gaming, Mobile Gaming, Cross Platform, Multiplayer, NFT
Technology
Blockchain, Artificial Intelligence
Business model
SaaS
Client focus
b2c

Latest news

Press, funding announcements and product moves mentioning Goals.

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Funding history

4 recorded events

Company financing events and reported valuations.

Deal typeDateAmountValuationInvestorsSource
EARLY VCOther financing Apr 2025 $9.2M $100M Undisclosed
SERIES AOther financing Apr 2023 $20M $80M Wayne Mackey · Moonfire Ventures · Northzone · Peter Sellis
Showing the latest 2 of 4 recorded eventsBook a demo for the full funding history →

Financials

Revenue over time

Revenue, earnings and other financial measures where available. Years marked “E” are estimates.

YearRevenueGrowth
2026
2025
2024
2023
2022
Company filings, research estimates and Dealroom dataBook a demo for the full financial model →

Growth signals

Goals website traffic

Latest recorded traffic for Goals is 400 monthly website visits, down 53.5% over the last three months. Goals's team grew 7.5% over the past year.

Latest monthly visits400 3-month web change-53.5% 1-year team growth+7.5%
Summary metrics are public; monthly history is available with a demoCompare with peers →

Investors

11 investors on the cap table

From Dealroom's funding and investor records, grouped by the round each investor first entered.

Seed7 investors entered at this stage

Series A4 investors entered at this stage

  • Wayne Mackey
  • Peter Sellis
  • Cassius
  • Seven Seven Six
Team profiled 12 named & role-tagged
Founders Hidden — book a demo/100 quality score
Key operators 3 quality Hidden — book a demo/100
Potential founders Hidden — book a demo likely future founders
Startup mafia Hidden — book a demo alumni-founded startups
Talent movements Hidden — book a demo in · Hidden — book a demo out past 12 months

Source: Dealroom Talent Intelligence.

Global footprint

Workforce and web traffic by country
Workforce by country
12 countries with
team presence
🇸🇪 Sweden52.2%
🇪🇸 Spain13%
🇬🇧 United Kingdom8.7%
🇫🇷 France8.7%
🇩🇪 Germany7.3%
Top 5 of 12 shown

Market sentiment

Posts on X, past 7 days

An AI-synthesised read of the highest-engagement posts about Goals on X, ranked by likes and reposts, corporate channels excluded.

Reading the room on X — pulling top posts and synthesizing themes…

Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour

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