Strategic partner Bettor Capital leads funding round alongside new and existing investors
London, Tuesday 12 July 2022 — Future Anthem, the pioneering AI and data science powerhouse, has closed a Series A round of financing to accelerate its growth with significant product investment, and to launch in North America with a focus on sports betting.
The financing round was led by Bettor Capital, the early-stage venture firm that focuses on software and technology providers in the real-money gambling industry, with participation from iGaming and sports betting investment firm Sharp Alpha Advisors, seasoned industry veterans including Benjie Cherniak, and select other new investors to complement existing shareholders.
The capital will be used to build continued momentum across existing products and customers, establish a US-based headquarters, and build a local team of sales, product, data and delivery specialists to service the rapidly expanding North and Latin American markets. The funding will also allow Future Anthem to significantly scale its machine learning models and AI products, expand its leadership position in online casino, and expand further into sports betting and other gaming verticals.
“After three trailblazing years of growth and industry recognition, this significant investment marks a major milestone for Future Anthem,” said CEO Leigh Nissim. “I’m incredibly proud of our team, technology, and customer achievements. This investment demonstrates 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.”
Multi-award winning Future Anthem is trusted by more than 20 leading operators and studios, including Bally’s, Betfred, Big Time Gaming, Blueprint Gaming and Paddy Power Betfair amongst others.
The company humanises data with AI through its all-in-one Amplifier AI product that allows its customers to personalise in real-time, optimise performance and enhance customer experience. The platform has also significantly advanced responsible gambling and player protection standards. Amplifier AI is powered by Anthemetrics, the world’s largest behavioural data set for casinos, made up of 172 billion customer transactions and 250 million hours of customer engagement.
“Future Anthem is a disruptive, best-in-class technology business that we have watched closely and admired for some time. Its value-add, high ROI core offering, established customer base, and talented team give it a clear leadership position and opportunity for sustained growth in this market,” said Dave VanEgmond, founder and partner at Bettor Capital.
“Data and AI is a primary focus across the gambling industry and Future Anthem perfectly fits our thesis of a best-in-class software solution that adds value to operators and studios. We’re excited to partner with Leigh and the team to help Future Anthem scale in North America and drive momentum across iGaming, sports betting, and adjacent verticals.”
About Future Anthem
Future Anthem humanises data with AI to personalise the player experience for everyone, with quick-to-deploy modules across the entire player journey, utilising machine learning in real time to onboard and retain customers responsibly.
Future Anthem’s Amplifier AI product is powered by Microsoft Azure and Anthemetrics – the world’s first data science platform built for the gambling industry, which has processed more than 170 billion player transactions and includes the largest independent behavioural dataset of players globally.
Trusted by the world’s leading gambling operators and studios – including Bally’s, Betfred, Big Time Gaming, Blueprint Gaming and Paddy Power Betfair – Anthem was named Data & AI Partner of the Year at the 2022 EGR B2B Awards and Software Rising Star in 2021. Future Anthem was also selected for the highly coveted Tech Nation Applied AI 3.0 Growth Programme.
About Bettor Capital
Bettor Capital is an early-stage venture firm focused on the real-money, online gaming opportunity. We are focused on investments primarily within the B2B enterprise software supply chain that power the digital gaming ecosystem.
Founded by a team combining leading operational experience in the real-money gaming space with significant professional technology investing experience, we pride ourselves on being active, strategic and value-add investment partners that leverage our deep expertise, industry connections and investing experience to help support and drive superior outcomes for our Bettor portfolio companies.