Funds for Player Personalization Firm Future Anthem

London-based Future Anthem, which provides data science services to businesses in the gambling industry, has raised an undisclosed amount of Series A funding, earmarked for company growth, product investment, and to launch in North America with a focus on sports betting.

Future Anthem provides intelligence to global operators such as casinos and game studios, and claims to 'humanise data' via a product called Amplifier AI, allowing clients to personalise in real time, optimise games while engaging players, and enhance customer experience. Amplifier AI is powered by Anthemetrics, a behavioural data set for casinos which comprises 172 billion customer transactions and 250 million hours of customer engagement data.

New funding was led by Bettor Capital, an early-stage venture firm that focuses on software and tech providers in the gambling industry, with participation from iGaming, sports betting investment firm Sharp Alpha Advisors, and a number of industry execs and new investors. The capital will also be used to build a North American team of sales, product, data and delivery specialists to service the North and Latin American markets, and to enable Future Anthem to scale its machine learning models and AI products.

CEO Leigh Nissim (pictured) comments: 'This significant investment marks a major milestone for Future Anthem, demonstrating huge market and commercial confidence in our suite of AI solutions and the value they deliver to our customers. We have the perfect strategic partner in Bettor Capital, the leading sports betting and gaming investors in the market, to support us as we supercharge the next phase of our commercial growth and product development. We will be leaning on their US market operational expertise to help take the company not just to the next level, but many beyond'.

Web site: www.futureanthem.com .