Betfred forms strategic partnership with Future Anthem

Betfred forms strategic partnership with Future Anthem

Betfred has tapped the services of Future Anthem, a B2B solution provider that focuses on artificial intelligence and game data science. The operator confirmed the agreement in a press release issued last week.

Betfred-Future Anthem Deal

With Future Anthem’s tools and expertise, the sportsbook operator looks to upgrade the level of real time utility and insights to its online gaming channel.

The solution provider will be leveraging its anonymised game data, which will feed the operator collected information about players’ journeys and behaviors on their games.

Betfred aligned with Future Anthem to develop tools and features that would enable players to enjoy an even more tailored experience, with personalized game recommendations in CRM campaigns and possibly onsite in the future.

Key People on the Deal

Rakesh Chablani, managing director of Betfred Digital, said:

“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.”

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.”

More about Betfred

Betfred is a sportsbook operator headquartered in Birchwood, Warrington,United Kingdom. Founded by Fred Done, it began with a single betting shop in Ordsall, Salford, in 1967 and has grown into one of the leading bookmaker in the United Kingdom and other regulated markets worldwide. The company’s revenue was reported to be more than £3.5 billion in 2004 and has skyrocket to over £10 billion in 2018-2019.

About Lou De Aguila

Lou Aguila is a news and feature writer for Golden Casino News. For over a decade, Lou has published news and featured articles for some of the most reputable sports betting and online casino sites in the world, including BetNow.UK, VegasOdds, and BWin. Apart from being a hardcore live casino punter, he also covers sports stories in North American leagues from time to time.