Future Anthem closes multi-million-pound Series A funding round
Capital injection to fund continued growth and R&D as industry veterans and VCs pledge to AI firm
Future Anthem has closed a Series A funding round to power “significant product investment” with a core focus on expanding in North America.
EGR understands the financing round amounts to a seven-figure investment which will also be used to fund R&D and accelerate growth.
The firm will also be looking to use the funding to open a US-based headquarters, build local sales, product, data and delivery teams and significantly scale its AI products and learning models as well as further expanding into sports betting and gaming.
The round was led by consulting and investment platform Bettor Capital with further investment from Sharp Alpha Advisors and industry veterans including Benjie Cherniak.
Future Anthem has developed Amplifier AI, announced in September 2021, which “is built to personalise player experience” for all customers.
Amplifier AI provides operators and studios with an in-depth analysis of customer behaviours and can lead to quicker identification of those who could be deemed to be at risk.
The product is powered by Anthemetrics, which processes and manages game data to deliver player predictions and game behaviour.
The firm states it owns the “world’s largest behavioural data set for casinos” that is made up of 172 billion customer transactions and 250 million hours of customer engagement.
Future Anthem CEO Leigh Nissim, who founded the company in 2019, said of the funding: “This significant investment marks a major milestone for Future Anthem.
“This investment demonstrates huge market and commercial confidence in our suite of AI solutions and the value they deliver to our customers,” he added.
Future Anthem provides its services to more than 20 operators and studios including Betfair, Betfred and Bally’s.