G
Goals
Free-to-play, multiplayer-focused, esports-ready football game designed to provide a realistic and responsive gameplay experience across multiple platforms
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.
Read full description
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.
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.
Funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| EARLY VCOther financing | Apr 2025 | $9.2M | $100M | Undisclosed | ↗ |
| SERIES AOther financing | Apr 2023 | $20M | $80M | Wayne Mackey · Moonfire Ventures · Northzone · Peter Sellis | ↗ |
Financials
Revenue, earnings and other financial measures where available. Years marked “E” are estimates.
Growth signals
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.
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Investors
From Dealroom's funding and investor records, grouped by the round each investor first entered.
Seed7 investors entered at this stage
Northzone
Cherry Ventures
Banana Capital
Gerard Piqué Bernabéu
Moonfire Ventures
Nicolas Julia- ALAleksander Leonard Larsen
Series A4 investors entered at this stage
Wayne Mackey
Peter Sellis
Cassius
Seven Seven Six
Source: Dealroom Talent Intelligence.
Global footprint
team presence
Market sentiment
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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