Experienced gaming leader joins to expand global partner ecosystem and accelerate adoption of Amplifier AI
Future Anthem, the AI and data science leader transforming the player experience, today announced the appointment of James Kennedy as Head of Partnerships, strengthening its mission to drive growth through data, AI and collaboration.
With over 15 years of commercial and brand leadership experience at William Hill, and BV Group brands BetVictor and talkSPORT BET, James has built a track record of scaling engagement, leading full- funnel marketing, and driving revenue through high-impact partnerships. At talkSPORTBET, he spearheaded brand and partnership strategy to accelerate growth in the competitive UK market, while at Bet Victor he shaped creative and digital strategies across every customer touchpoint.
At Future Anthem, James will spearhead the company’s global partnership strategy – deepening collaborations with market leaders including EveryMatrix, Braze, Moveable Ink, Bede Gaming, and Stats Perform, expanding the partner ecosystem that powers personalised, responsible and data-driven player experiences across sports, casino, and lottery.
James’s appointment reflects Future Anthem’s continued investment in leadership talent to scale its award-winning AI products globally and cement its position as the partner of choice for operators seeking personalised player engagement.
James Kennedy, Head of Partnerships at Future Anthem, said: “It’s a pivotal moment to be joining Future Anthem. Amplifier AI is redefining what’s possible with real-time personalisation, helping operators, platforms and suppliers create more engaging player experiences. I look forward to working with the team to strengthen our existing partnerships and build new relationships that will expand the reach and impact of our technology across the industry.”
Ian Tibot, Chief Commercial Officer at Future Anthem, added: “James brings deep industry expertise and a strong track record of building partnerships that deliver results. His appointment is key as we accelerate Future Anthem’s growth and expand the reach of Amplifier AI and our partner network.”
Book a demo for an in-person session with James Kennedy at SBC Summit.
About Future Anthem
Future Anthem humanises data with AI to personalise the player experience for everyone. Its flagship product Amplifier AI delivers quick-to-deploy modules across the entire player journey — utilising real-time machine learning to drive responsible growth. Processing high volume transactional data at scale powered by AWS and Databricks technologies, Anthem is trusted by the world’s leading gambling operators and studios, including BCLC, evoke, Buzz Bingo, Betsson, Blueprint, Big Time Gaming, Eyecon and others.
Anthem was previously named as Data & AI Partner of the Year at the EGR B2B Awards. Future Anthem was also selected for the highly coveted Tech Nation Applied AI 3.0 Growth Programme.
Find out more at: www.futureanthem.com.