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Future Anthem launches real-time sports personalisation with market leader STS

Posted by Ian Tibot, Chief Product Officer on November 09 2022

Data and AI specialist evolves the sports betting experience following landmark personalisation partnership.

London, Wednesday 9 November 2022 — Future Anthem, the pioneering AI and data science powerhouse, announces the launch of its real-time personalisation product for sports betting, with recommended actions designed to improve player experiences and predict player exit. 

This innovative AI-powered product launch forms the first stage of Future Anthem’s partnership with STS, Poland’s leading sports betting, virtual sports, and esports operator and one of the largest companies in the gaming sector. Thanks to its dynamic growth in recent years, STS has dominated the market of legal betting companies in Poland.  

The agreement will see STS embed Future Anthem’s award-winning AI and real-time data products within its broader operating ecosystem to personalise player experiences and deliver STS customers the best entertainment anywhere in the Polish market. Furthermore, STS will utilise the real-time exit prediction to fully automate their bonusing and player communications the moment a player's bet settles.  

This partnership marks the first step in Future Anthem’s vision to bring AI into all parts of the player journey across both sports and casinos. The new sports personalisation product was delivered to STS within 12 weeks from data receipt, with both teams collaborating closely to ensure that the output is aligned with STS’s overall player experience strategy.



Future Anthem CPO Ian Tibot said: “Personalisation in the sports betting industry is a word that has been used for a long time but has never become a reality. As a part of our successful Series A funding round this year we were clear in our ambition to lead the industry’s evolution towards delivering personalised player experiences. Our vision has been perfectly complemented by the ambition of STS to commit to a real-time personalisation roadmap and it has been a pleasure to work with such a forward-thinking partner.”  

STS CEO Mateusz Juroszek said: "At STS, we are driven to provide our players with the best possible experiences. We are delighted to work side-by-side with an AI leader in Future Anthem to help us extend our personalised offerings, in real-time. The partnership demonstrates our ongoing commitment to enhancing every part of the player's journey. I thank my team at STS who have worked in collaboration with Future Anthem to launch this partnership." 

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 STS 

STS Group – one of the largest bookmakers in Central Europe and the market leader in Poland – was established in 1997. The bookmaker – outside Poland – is licensed in the UK and Estonia, from which it offers services in several markets. The portfolio of the Group includes sports betting, Virtual Sports, online casinos (excluding Poland), BetGames, and a wide range of eSports. 

The bookmaker is actively involved in supporting Polish sport, being the largest private entity in the domestic sponsorship market. The Company is the official sponsor of the Polish National Football Team, the strategic sponsor of Lech Poznań, the main sponsor of Jagiellonia Białystok and the official bookmaker of Widzew Łódź, Lechia Gdańsk, Zagłębie Lubin, Polish Volleyball League, and other clubs and sports associations. The Group also supports eSports. 

The company has modern betting outlets, which are located in every major city in Poland – there are over 400 of them in total throughout the country. The group employs over 1,500 people. 

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