GOALS
5 known investors
GOALS is a competitive multiplayer football (soccer) video game focused on skill-based gameplay, from kick-offs to goal celebrations. It is a gaming product built for players.
Also known as Goals · GOALS (playgoals.com)
Investors · 5
Also in the syndicate · 2
Company profile
researched Aug 2026GOALS is a free-to-play competitive football (soccer) video game positioned around skill-based, low-latency gameplay, with the studio stating that matches are decided by player skill rather than scripted outcomes or interference. The game covers the full match experience from kick-offs to goal celebrations and is presented as multiplayer-first, cross-play and esports-ready.
The product includes multiple game modes (including a Ranked 1v1 mode), matchmaking, squad building with players described as unique and subject to aging and progression, player stats, and systems for passing and defending. A companion app lets players manage squads, open packs, set lineups and track progress outside of matches. Supporting features on the site include leaderboards, an esports section, a media hub, a creator program, Twitch Drops and a Discord community, alongside game guides, tutorials and a glossary for new players.
The studio operates the title as a live service, publishing regular patch notes and developer updates. An August 2026 update reworked Ranked 1v1 rewards, doubling points, replacing random post-match pack drops with milestone packs and weekly reward payouts, and adjusting club progression speed. At the time of an earlier funding announcement, the company described a planned play-to-earn model in which time spent and in-game skill would be rewarded through digital assets (NFTs).
Founding story
GOALS was founded in 2020 by Andreas Thorstensson (CEO), previously of EQT, together with Göran Syberg Falguera, Hampus Ohlsson and Hampus Ericstam, with the aim of building a next-generation AAA football game that is free to play, cross-play, multiplayer-first and esports-ready.
Business model
The game is distributed free to play, with in-game items and packs (squad players, milestone and weekly reward packs) forming the core progression and content loop. At the time of its 2021 funding announcement the company described an intended play-to-earn model rewarding time and skill with digital assets (NFTs).
Traction
The game is publicly available to play for free and is maintained as a live service with frequent patches; the company reported closing $19 million in funding in December 2021.
Latest developments
In August 2026 the studio shipped patch versions 1.02.05 and 1.02.06 and announced a Ranked 1v1 rewards overhaul introducing doubled points, milestone packs and weekly rewards while removing random post-match pack drops.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned as a gameplay-first, skill-driven alternative in competitive football gaming, emphasizing free-to-play access, cross-play and esports readiness.
The company frames its product around gameplay determined solely by player skill, with no scripting or in-match interference, instant and responsive controls, unique one-of-a-kind squad players, and a companion app for out-of-game squad management.
Technology
A cross-play, multiplayer football game engineered around responsive, low-latency input and deterministic, non-scripted match outcomes, with matchmaking, ranked ladders and leaderboards, unique player entities with stats, aging and progression systems, and a companion mobile app for squad management.
Go-to-market
Free-to-play distribution direct from the company's website, supported by gameplay and reveal trailers, in-game news and dev updates, a Discord community, leaderboards, an esports program, Twitch Drops and a creator program.
Competitive football video game players, including newcomers served by tutorials and beginner guides, ranked-mode players, esports competitors, and streamers and content creators addressed through the creator program and Twitch Drops.
Geography
Headquartered in Stockholm, Sweden.
History
The company was founded in 2020 in Stockholm, Sweden. In December 2021 it announced $19 million in capital raised across two stages, and by that point the game had not yet launched. The title is now live and publicly playable, with patch notes and live-service updates published through August 2026.
Risks & controversies
The company's originally announced play-to-earn model based on NFT digital assets ties part of its proposed economic design to digital-asset mechanics.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsOverhaul of the Ranked 1v1 reward structure: doubled points, milestone packs and weekly rewards, with random post-match pack drops removed.
The Stockholm-based studio announced closing $19 million in capital, raised in two stages including a $15 million seed round led by Northzone with Cherry Ventures, Moonfire Ventures, Banana Capital, Not Boring Capital and Cassius participating, plus angels including Nicolas Julia, Gerard Pique and Aleksander Larsen.
$19M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- GOALSgoals.co · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does GOALS do?
- GOALS is a free-to-play, cross-play competitive multiplayer football game built by a Stockholm-based studio.
- Who are GOALS's investors?
- GOALS's investors include Emblem, Moonfire Ventures, Northzone.