Betfred has recruited the services of Future Anthem as the group aims to develop additional personalised experiences for their players as well as striving to optimise its gaming channel.

The latter has been engaged as an artificial intelligence and game data science partner, in a bid to take an increased level of real time utility and insights to its online gaming channel.

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”.

By leveraging its anonymised game data, Future Anthem aims to help Betfred surface and action insights into players’ journeys and behaviours on their games.  

The ambition of the collaboration is to provide the group’s players with an even more tailored experience, with personalised game recommendations in CRM campaigns and, in the near future, onsite.

“We continue to invest in our core platforms and technologies, in order to offer the best customer experience to our players,” stated Rakesh Chablani, managing director of Betfred Digital

“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.”