Future Anthem
Future Anthem is a London-based B2B SaaS company that operates the Amplifier AI real-time personalisation platform for global gaming operators, delivering personalised content, bonuses, audiences and responsible-gaming risk scores to casino, sportsbook, lottery and retail gaming customers.
- Company typePrivate
- Founded2019
- HeadquartersLondon, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Future Anthem does
Future Anthem Limited is a London-headquartered B2B SaaS company, founded in 2019, that operates the Amplifier AI real-time personalisation platform for the global gaming industry. The company targets online casino, sportsbook, lottery and retail gaming operators, ingesting anonymised betting transactions and gameplay data (typically over 8-10 week onboarding cycles) and outputting personalised content, bonuses, audience segments and responsible gaming risk scores in under 100 milliseconds per inference. Its modular architecture spans Content Recommendations, Real-Time Experiences (AI-driven bonuses), Dynamic Audiences with Real-Time Triggers, Bet Recommendations for sportsbooks, Sustainable Play (responsible gaming risk monitoring over 150+ behavioural features), Optimise (analytics), Acquire (player acquisition) and Retail Gaming Personalisation for land-based cabinets, with machine learning models covering collaborative filtering, content similarity, sequencing, cold-start prediction, churn, anomaly detection and personalised risk baselines.
The commercial model is enterprise SaaS with volume-based monthly billing, sold primarily through direct enterprise sales (Book a Demo motion) and distributed via platform partnerships and embedded OEM integrations with EveryMatrix, Playtech Managed Services, OpenBet, Bloomreach and Braze. Customers include tier-1 global operators such as Flutter, Bet365, Betsson, Gamesys (Bally's), EveryMatrix, Blueprint Operations, Evoke, Buzz Group, STS, BCLC and OLG, plus undisclosed Tier 1 North American iGaming operators, with reported outcomes including 3-6x ROI on bonus spend, 5-8% NGR uplift, 18-20% retention increases, 15% stake uplift and 21x ROI on jackpot campaigns, and 60-70% faster identification of problematic players.
The company is privately held and venture-backed, having raised undisclosed seed funding in 2021 followed by a multi-million Series A in July 2022 led by Bettor Capital (with Sharp Alpha Advisors and Benjie Cherniak), proceeds of which are funding a planned US headquarters and North and Latin American expansion. Headcount sits at 11-50 employees, leadership includes CEO and founder Leigh Nissim and Chief Data and Product Officer Chris Conroy, and the company maintains GDPR-compliant, AWS-hosted infrastructure with API-based data delivery and client certificate authentication via Playtech.
Future Anthem firmographics
Firmographics- Name
- Future Anthem
- Legal name
- Future Anthem Limited
- Website
- https://futureanthem.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Future Anthem is a London-based B2B SaaS company that operates the Amplifier AI real-time personalisation platform for global gaming operators, delivering personalised content, bonuses, audiences and responsible-gaming risk scores to casino, sportsbook, lottery and retail gaming customers.
- Ownership category
- akta.pro rank
Future Anthem industry classification
Industry- Product category
- Gaming AI Personalization Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Gaming & Interactive Entertainment Personalization (HDAAAGAF)
- akta.pro secondary industry
- End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
Keywords
Where Future Anthem is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Future Anthem business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription Platform: Future Anthem operates as a B2B SaaS platform offering its Amplifier AI personalisation modules to gaming operators. The platform is priced according to data volume, making it accessible to operators of all sizes. Operators connect their player data (betting transactions, gameplay data) and receive personalised recommendations and audience segmentation as a service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Volume-based pricing for gaming operators |
| Usage-based | Monthly | Tiered according to data volume for Amplifier AI |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Future Anthem product offering
Product offeringCore offering
Future Anthem builds and sells Amplifier AI, a real-time AI platform that delivers personalised player experiences for the global gaming industry in under 100 milliseconds. The modular SaaS platform combines machine learning, data science, and gaming-specific behavioural models to provide content recommendations, AI-driven bonuses, dynamic audience segmentation, bet recommendations, responsible gaming risk monitoring, and retail cabinet personalisation to gaming operators and platforms.
Product overview
Future Anthem offers Amplifier AI, a real-time AI platform powering personalisation for the global gaming industry. The platform follows a modular architecture centred on the Amplifier AI core engine, with distinct product modules including Content Recommendations (personalised game content), Real-Time Experiences (AI-driven bonuses), Dynamic Audiences (real-time personalised audiences with automated triggers), Bet Recommendations (sportsbook personalisation), Sustainable Play/Sustain (responsible gaming risk monitoring), Optimise (game performance and player behaviour analytics), Acquire (player acquisition), and Retail Gaming Personalisation (land-based cabinet personalisation). The platform delivers personalised player experiences at scale in under 100 milliseconds, enabling operators to act in the moment and drive sustainable growth across casino, sports, bingo, and retail gaming verticals.
Differentiator
Problem solved
Functional benefit
Brands
- Amplifier AI: Future Anthem's AI platform comprising modules for Content Recommendations, Real-Time Experiences, Dynamic Audiences, Optimise, Sustain, and Acquire.
- Amplifier AI Sustainable Play
Products and services
- Amplifier AI The core real-time AI platform powering personalisation for the global gaming industry. Combines advanced machine learning, AI, and data science with deep gaming expertise to create personalised player experiences at scale in under 100 milliseconds. Sold to gaming operators and platforms.
- Content Recommendations Module delivering personalised game and sports content for every player across casino and sports, increasing engagement, retention, and revenue. Uses collaborative filtering, content similarity, and sequencing models across 25,000+ games to create personalised lobbies with flexible, API-driven carousels.
- Real-Time Experiences Module that increases player retention with real-time, AI-driven bonuses tailored to individual player behaviour. Triggers personalised bonus offers in-session across casino, sports, and bingo verticals. Delivered 3-5x ROI for bonus campaigns across 16+ EveryMatrix brands.
- Dynamic Audiences Module delivering real-time personalised audiences that keep marketing relevant, resonant, and rewarding. Creates hyper-personalised audiences in real-time for casino and sports operators, with automated event-driven activation via CRM systems.
- Sustainable Play (Sustain) Amplifier AI module for responsible gaming. Monitors and responds to at-risk player behaviour in real-time using personalised risk baselines from 150+ behavioural features. Identifies serious problematic players 60-70% faster than typical operators and delivers personalised interventions reducing Unified Risk Score by 25-30%.
- Bet Recommendations Module generating personalised bet recommendations by combining player preferences with structured betting event data. Scores events by sport, competition, event, market, and selection. Balances component scores with ideal bet slip structure for variety. Targets sportsbook operators for promotional messaging and lobby layout personalisation.
- Optimise Analytics module for game performance and player behaviour insights. Includes Game Launch (retention analysis, spin banding, game performance index), Game Performance (KPIs, time comparison), Commercial (fraud detection, operator opportunity), and Player Behaviours (cluster analysis, new player tracking) sections.
- Acquire Player acquisition module enabling operators to acquire better players. Includes campaign setup capabilities and a Concierge service for guided implementation.
- Retail Gaming Personalisation AI-driven personalisation module for land-based gaming cabinets. Surfaces most relevant games for each player at each venue based on real player behaviour. Includes six personalised carousels (Popular Games, Shop Favourites, Featured Games, Newest Games, Games by Type & Theme). Blueprint Operations achieved 9% stake uplift.
Quantifiable outcome
- 3-6x ROI on bonus spend across 15+ brands
- +8 more outcomes
Companies that use Future Anthem
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles4 records
Future Anthem technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability6 records
Feature7 records
Future Anthem partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- EveryMatrixcorePlatform partnership where Future Anthem's Content Recommendations and Real-Time Experiences modules are made available to EveryMatrix's 400+ operator clients. Existing collaboration extended with proven results: 3-5x ROI for bonus campaigns across 16+ brands. Simple and fast deployment through existing integration.
- PlaytechcoreIntegration with Playtech Managed Services enables operators with Playtech-hosted casino front ends to access Future Anthem's Game Recommendations via Playtech middleware. Requires client certificates from Playtech and data feed setup. Supports real-time and batch recommendation delivery.
- BloomreachcoreAI-Powered Personalisation Partnership bringing Future Anthem's gambling industry expertise to Bloomreach customers out of the box. Enables operators to personalise campaigns across email, web, mobile and in-game channels using Loomi AI. Future Anthem sends event data, player attributes, and audiences to Bloomreach for real-time activation.
- BrazecoreIntegration for Dynamic Audiences to deliver real-time jackpot notifications. Future Anthem pushes jackpot data and audience lists directly into Braze for automated, data-driven campaigns across push notifications, in-app messaging, email and more.
- OpenBetcorePlatform partner collaboration for sportsbook personalisation. Future Anthem participates in industry events with OpenBet exploring how sportsbook operators can leverage AI for major sporting events.
Scale indicators16 records
Recent moves8 records
Expansion highlights6 records
Future Anthem competitors and assessment
Company assessmentDirect peers
- Optimove: Optimove is an AI-first CRM and player engagement platform purpose-built for iGaming operators. It offers personalisation, segmentation, and real-time campaign orchestration — directly competing with Future Anthem's Amplifier AI modules for the same gaming operator customer base.
- Smartico: Smartico provides real-time CRM, gamification, and AI-driven personalisation specifically for casino and sportsbook operators. Its focus on in-session player engagement and bonus personalisation directly overlaps with Future Anthem's Real-Time Experiences and Dynamic Audiences modules.
- Fast Track: Fast Track delivers a real-time CRM and player engagement platform for iGaming, including personalisation, bonus engines, and live segmentation. It is a direct vertical competitor targeting the same gaming operator customer base as Future Anthem.
- Xtreme Push: Xtreme Push is a real-time CRM, personalisation, and marketing automation platform built for the sports betting and iGaming industry. It competes directly with Future Anthem's Dynamic Audiences and real-time personalisation capabilities for sportsbook and casino operators.
- Zignals: Zignals is an AI personalisation platform specifically designed for the online gambling industry, offering player segmentation and targeted marketing. It targets a similar niche of gaming operators as Future Anthem with comparable vertical AI personalisation capabilities.
- Braze: Braze is a customer engagement platform that Future Anthem integrates with for Dynamic Audiences delivery. While broader than gaming, Braze competes for marketing technology wallet share at iGaming operators and represents both a distribution channel and competitive CRM alternative to Future Anthem.
- Bloomreach: Bloomreach is an AI-powered personalisation and marketing platform that Future Anthem has a formal partnership with for gambling operators. Loomi AI competes directly with Amplifier AI for personalisation and audience activation budgets within the same enterprise accounts.
Broad incumbents
- Salesforce Marketing Cloud: Salesforce is the broadest enterprise CRM and marketing cloud incumbent, with marketing automation and personalisation capabilities used by some larger gaming operators. It competes for personalisation budget at enterprise level but lacks gambling-specific domain models that Future Anthem offers out of the box.
- Adobe Experience Platform: Adobe Experience Platform is a broad enterprise personalisation and customer data platform suite. While not gambling-specialised, it competes for enterprise marketing technology spend at large gaming operators and represents a generalist alternative to vertical AI platforms like Future Anthem.
- Playtech: Playtech is a leading iGaming platform provider with its own AI and personalisation capabilities delivered through Playtech Managed Services. It is simultaneously a distribution partner (delivering Future Anthem recommendations via middleware) and a broad incumbent competing for platform-level personalisation budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Future Anthem social profiles
Digital presenceFuture Anthem compliance and trust
Trust signalCompliance1 record
Future Anthem financial estimates
Financial estimateRevenue estimate
Valuation estimate
Future Anthem leadership team
Management profileNumber of profiles
Profiles6 records
Future Anthem funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Future Anthem M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Future Anthem
What does Future Anthem do?
Future Anthem builds and sells Amplifier AI, a real-time AI platform that delivers personalised player experiences for the global gaming industry in under 100 milliseconds. The modular SaaS platform combines machine learning, data science, and gaming-specific behavioural models to provide content recommendations, AI-driven bonuses, dynamic audience segmentation, bet recommendations, responsible gaming risk monitoring, and retail cabinet personalisation to gaming operators and platforms.
Is Future Anthem a public or private company?
Future Anthem is a private company. It is classified as venture growth investor backed and is currently operating.
When was Future Anthem founded?
Future Anthem was founded in 2019. It employs 11 to 50 people.
Where is Future Anthem based?
Future Anthem is headquartered in London, Canada, in the North America region.
How does Future Anthem make money?
One revenue line is on record: saaS Subscription Platform.
Who are Future Anthem's main competitors?
Direct peers on record are Optimove, Smartico, Fast Track, Xtreme Push, Zignals, Braze and Bloomreach. Broad incumbents are Salesforce Marketing Cloud, Adobe Experience Platform and Playtech.
Does Future Anthem have an API?
Yes. Future Anthem offers a Game Recommendation API for Playtech Managed Services integration. The API is a GET endpoint: https://{prodOrDevEnv}.{clientReference}.future-anthem-lz-pr.com/V3/api/Player2FutureAnthem. Authentication uses client certificates issued by Playtech. The API returns personalised game recommendations (minimum 20 per recommendationType per player) with parameters including username, sessionToken, ipAddress, clientType, clientPlatform, casino, playerCode, and recommendationType. Real-time and batch event data delivery is also available via API for integrations with CRM systems like Braze and Bloomreach, with near-100% delivery success through automatic retries and idempotent processing. Developer documentation is at knowledge.futureanthem.com.
What industry is Future Anthem in?
Future Anthem's product category is Gaming AI Personalization Software. Its primary akta.pro industry code is HDAAAGAF, Gaming & Interactive Entertainment Personalization, with a secondary code of HDAEANAA, End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management). Its NAICS code is 513210 and its SIC code is 7372.