Games Global taps Future Anthem for real-time jackpot personalisation

Games Global, a supplier of online casino content, has partnered with data science firm Future Anthem to boost engagement across its jackpot games using artificial intelligence, the companies announced on 29 November 2024.

The deal sees Games Global adopt Future Anthem’s Audience Identifier module, part of its wider Amplifier AI personalisation suite. The tool tracks jackpot pot sizes as they grow and uses recommendation algorithms to send tailored marketing messages to players considered most likely to respond at key moments.

Integration across jackpot portfolio

The module will be rolled out across Games Global’s jackpot titles, including its Mega Moolah and King Millions brands, with the aim of prioritising personalised communications at moments deemed significant to players. According to the release, Future Anthem’s technology has previously been linked to increased stakes on jackpot games as prize pots approach notable thresholds, with targeted players raising wagers by between 20 and 30 per cent elsewhere in the industry.

Games Global becomes the latest operator in the sector to adopt the Amplifier AI product as part of a broader move towards machine learning driven, real-time player engagement.

Executive comment

Andy Booth, chief product officer at Games Global, said the partnership supports the company’s efforts to improve operational efficiency, adding that the Audience Identifier tool allows real-time communication with targeted customers to enhance jackpot engagement on behalf of its operator partners.

Leigh Nissim, chief executive and founder of Future Anthem, said the company was pleased to support Games Global in upgrading its jackpot personalisation capabilities, pointing to Amplifier AI’s track record of delivering results for clients.

Games Global describes itself as a developer and distributor of iGaming content, operating one of the largest networks of exclusive content studios in the sector, having produced more than 1,300 proprietary games through 40 in-house and partnered studios over the past two decades.

Future Anthem, whose Amplifier AI platform is used by operators including STS, Betsson, Big Time Gaming, Blueprint Gaming and Eyecon, was selected for the Tech Nation Applied AI 3.0 Growth Programme and has received industry recognition including the Data & AI Partner of the Year award at the EGR B2B Awards.