I really don't think we could have built Future Anthem in the way that we have without ICE, arguably the gambling industry's most significant event.  Even as an ICE veteran from 2005, when starting Future Anthem, I could never have imagined the impact on young businesses such as ours. 

From the 1st event in our existence in 2019 when I found out someone else already had our original company name (which I now thank G-d they did!), or the ones where I met future employees, investors or customers, these crazy weeks in the windy, rainy docklands have continued to be formative for Anthem. 

And so it was again this year - we knew it would be big. But it was EVEN bigger – and EVEN better – than expected.  So much energy. So many people. So many meetings! I squeezed in 27 in total, plus 45 follow-ups, 5 dinners, 4 seminars – and EVEN 2 donuts! 

Our team did a great job, dressed in bright orange with our Anthem-branded trainers. Now our attention turns to converting the amazing opportunities that AI and technology are presenting to this fast-paced entertainment industry, helping our customers win the race to real-time personalisation.  

Just ahead of the show, we made a number of major announcements, including the appointment of former FanDuel and 888 executive John Atkinson, who joined as VP of Business Development – Americas, as well as the strengthening of our partnership with Buzz Bingo, and the exciting new one we have agreed with Tequity.  

>>Fast Forward>> to ICE 2025 in Barcelona with another year of fun filled, responsible growth.

Leigh Nissim
Founder & CEO

Action-Packed ICE 🚀 

How did we make ICE this year EVEN better? We took things to another level: 

• We presented our fully stacked product assortment, from sports to casino, and across the whole player journey, from acquisition to retention  
• You couldn’t miss us – or our swag – as we went from black to orange (reply to this email FAST - if you want a pair of Anthem socks!)  
• Our five must-attend events with top tier partners were a massive hit. A big shout to our collaborators Microsoft, DataBricks, BCLC, Zeta, William Hill, and Movable Ink 
• The Dobble sessions at our stand were a blast and brought out our competitive sides – check it out!

Missed us at ICE? It’s not too late to join the action – sign up now for 0-60: The Race to Real-Time Personalisation. We'll showcase Amplifier AI, our market-leading product that personalises every step of the player journey across casino, sports betting, and lottery. 

Get in touch to find out more – or even to challenge us to a game of Dobble!

If you enjoyed this, keep up with Future Anthem by forwarding it or sharing with a friend. And be sure to follow Future Anthem on Spotify to tune into our monthly earworms, handpicked by a different team member!

Jessica Wu
Head of Marketing, Future Anthem