Date: 17.11.2023

by Mateusz Mazur

Last update: 25.11.2023 10:40

Betsson Group and Future Anthem Join Forces to Pioneer Personalized AI in Gaming

Betsson Group, a leading global gaming operator, has announced a collaboration with Future Anthem, a renowned AI and data science company.

This partnership focuses on deploying AI technologies to enhance player experiences across Betsson’s diverse portfolio of brands.

Amplifier AI: Enhancing Personalization and Responsibility

The cornerstone of this partnership is Future Anthem’s Amplifier AI, an innovative real-time product that promises 1-to-1 personalization for each player in Betsson’s extensive global player base.

Additionally, this integration aims to bolster responsible gaming through enhanced risk monitoring of every casino session.

Betsson Group’s Renowned Player-Centric Approach

Betsson Group is celebrated for its high-quality content offering and commitment to providing a safe customer environment.

This initiative aligns with their mission to deliver the ultimate gaming experience, further solidifying their position as a preferred choice for players worldwide.

Leadership Perspectives

Jan Chircop, Head of Gaming Projects at Betsson Group, expressed excitement about this transformative journey, stating “We are thrilled to embark on this transformative journey with Future Anthem. Our mission is to provide the ultimate gaming experience for our players, and this partnership allows us to do just that. By harnessing the power of AI, we are confident that our players will enjoy more engaging and sustainable gaming experiences as we transition to personalised experiences.”

Eduards Jakubovs, Head of Responsible Gaming at Betsson, highlighted the importance of enhancing customer protection, stating “Online casino betting is known to pose a higher risk in comparison with other products, hence it was a very natural decision to enhance customer protection. Future Anthem’s real-time personalised risk scoring engine will work in parallel with our own in-house Prediction Model to ensure the highest level of protection for our players.”

Focus on Player Journey and Protection

A key aspect of this partnership is Betsson’s commitment to acting during critical moments in the player journey, using Amplifier AI to offer immediate, personalized responses to individual player needs.

This initiative will be gradually implemented across Betsson’s global brands and jurisdictions, promising an unprecedented level of personalization and sustainability for players.

Leigh Nissim, Founder and CEO of Future Anthem, praised the collaboration, stating “We really enjoy working with progressive clients and teams as they bring out the best in our AI technologies. The Betsson team has a clear vision around personalisation to improve player experiences and we’re delighted that our all-encompassing personalisation product, Amplifier AI, is becoming an integral part of their journey.”

Our Comment on the Article

The partnership between Betsson Group and Future Anthem represents a significant leap in the integration of AI technologies in the gaming industry. By focusing on personalized player experiences and responsible gaming, this initiative sets a new standard for the industry.

The use of Amplifier AI to enhance player engagement and safety illustrates a progressive approach to online gaming, balancing entertainment with player well-being. This collaboration not only elevates Betsson’s service offerings but also showcases the potential of AI to revolutionize the gaming experience, offering a glimpse into the future of responsible, personalized gaming.