Future Anthem pours seven-figure investment into Amplifier AI

Future Anthem, an AI and data science company serving the gambling sector, has announced a seven-figure investment into Amplifier AI, its personalisation product used across sports, casino, bingo and lottery verticals. The announcement was made on 19 September 2024 in London.

The company said the investment follows a period of growth, with Amplifier AI now processing 9.3 billion bets per month, up substantially since the start of the year.

Focus areas for development

According to Future Anthem, the funding will go towards improving content recommendation accuracy for casino and sports betting suggestions, expanding integrations for real-time player experiences, and building self-service performance measurement tools alongside a unified back office for managing player experience.

The company also plans to strengthen data security and governance to support regulatory compliance, speed up client onboarding, and give operators more tools to access their customer data. These upgrades are expected to roll out over the next six to nine months for the company’s operator, platform and studio clients.

Cloud migration and staffing

As part of the investment, Future Anthem will migrate Amplifier AI to Amazon Web Services, a move the company says will bring further platform improvements.

Future Anthem also highlighted ongoing investment in staff, citing a 93% employee retention rate. The company said it has expanded its intern programme and is preparing to launch new training initiatives aimed at developing skills across its team.

Executive comment

Leigh Nissim, chief executive of Future Anthem, said operators leading in real-time personalisation have seen revenue growth exceeding 10% and engagement increases above 16%. He said the investment reflected the company’s commitment to responsible growth and ethical AI practices as it scales Amplifier AI.

Future Anthem lists clients including BCLC, STS, Betsson, Big Time Gaming, Blueprint Gaming and Eyecon, and has previously received recognition including the Data & AI Partner of the Year award at the EGR B2B Awards.