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

March 11, 2021 | Sarah Blackburn

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”.