Press Partnership Anthem Personalise

Betfred partners with Game Data & AI specialist Future Anthem to enhance the gaming experience for its players

Posted by Asaf Cohen — VP, Sales on March 11 2021

Betfred engages Future Anthem to provide additional personalised experiences for their players and to optimise its gaming channel

Leading high-street bookmaker Betfred has engaged Future Anthem as an AI & Game Data Science partner to bring additional real time utility and insights to its online gaming channel on The partnership will allow Betfred to continue innovating by utilizing its data to improve its player experience.

By leveraging its anonymised game data, Future Anthem will help Betfred surface and action insights into players' journeys and behaviours on their games. The aim of this partnership is to provide Betfred’s players with an even more tailored experience, with personalised game recommendations in CRM campaigns and later onsite.

“We continue to invest in our core platforms and technologies, in order to offer the best customer experience to our players. Taking advantage of Future Anthem's existing technology, AI models, and experienced staff, under the guidance and leadership of our strong in-house data team, enables us to satisfy more of our objectives in a shorter timeframe.” said Rakesh Chablani, Managing Director Betfred Digital.

Leigh Nissim, Future Anthem’s CEO said: “Working with a customer-orientated organisation such as Betfred brings out the best in our Game Data Science – our behavioural models are a great addition to the customer journey with automated recommendations that improve the player experience for everyone. We’re excited to be working with Betfred’s team on this journey”.

anthem and betfred logo

About Betfred

The Betfred Group is a UK based bookmaker that owns and operates over 1500 betting shops in the UK as well as industry leading online and mobile products in the UK and Spain. Betfred was founded by brothers Fred and Peter Done in 1967 when they started with just one shop. Back then Betfred differentiated itself by offering excellent customer value and excellent service and those principles are still at the heart of the business now. Based in Las Vegas Betfred USA Sports was created in 2019 specifically to enter the robust and ever-expanding US sports betting market. Betfred have an extensive sponsorship portfolio including the World Snooker Championship, in golf the British Masters, World Matchplay Darts, Rugby League’s Super League and Betfred is the Official Bookmaker of Royal Ascot

About Future Anthem

Future Anthem combines cloud-based technology and machine learning to provide actionable intelligence to help its customers grow responsibly. Powered by Microsoft Azure, our highly scalable Anthemetrics AI platform delivers measurable improvements to enhance the player experience for everyone. Our data products personalise and protect the player experience in real time. We also enable operators and studios to apply data to product design decisions and to optimise performance. We call this Game Data Science. #GameDataScience

For more information about this partnership and how you can benefit, please contact Future Anthem.


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