Betsson taps Future Anthem for personalized and sustainable player experiences

Future Anthem, a company that specializes in the use of data science and Artificial Intelligence solutions, has teamed up with Betsson Group, one of the world’s leading gambling groups.

Thanks to this partnership, Betsson Group will be able to leverage Future Anthem’s diverse portfolio of solutions and ensure that customers enjoy better personalized and sustainable products that are safe, and hit their intended mark.

Future Anthem and Betsson Group both share a passion for driving diversification and maintaining a robust responsible gambling standard, which is now closer to realization owing to the former’s one-to-one personalization solution that is used in real-time thanks to the innovative Amplifier AI tool.

The new solutions will be used to not only enhance the player experience and drive differentiation, but also ensure that Betsson’s global player base is better protected and engages with gambling in a sustainable and safe manner.

Commenting on this opportunity, Future Anthem CEO and Founder Leigh Nissim said that the company was really happy to work on the innovative field of AI technologies and team up with progressive clients that can appreciate the tech’s potential.

"The Betsson team has a clear vision around personalization to improve player experiences and we’re delighted that our all-encompassing personalization product, Amplifier AI, is becoming an integral part of their journey," Nissim added.

The opportunity was naturally welcomed in kind by Jan Chircop, Betsson Group’s own Head of Gaming Projects, who said that the company was very much excited to be teaming up with Future Anthem and continue on its mission to provide the "ultimate gaming expeirence" to its players, and by harnessing the power of AI no less.

He was joined by Betsson Group Head of Responsible Gaming Eduards Jakubovs who said that Betsson was fully aware of the fact that online casino gambling poses a higher-than-usual risk to players, and this was precisely why the company was doing everything its power to enhance its customer protection measures.

Future Anthem’s real-time and personalized risk scoring is precisely what the company needs to secure a robust framework for preventing harm while empowering players to pursue gaming experiences they are specifically interested in, Jakubovs explained. Future Anthem has been in the meantime going through some significant changes.

The company appointed Svend Aage Kirk, a prominent data scientist and responsible gambling expert, in the position of Expert Advisor. Demand for Future Anthem’s product has been significant and the company has doubled its workforce in a year.

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