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UK – Betfred signs AI and Game Data Science partnership with Future Anthem

By - 12 March 2021

Betfred has engaged Future Anthem as an AI and Game Data Science partner to bring additional real time utility and insights to its online gaming channel.

The partnership will allow Betfred to continue innovating by utilising 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 the partnership is to provide Betfred’s players with a 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,” said Rakesh Chablani, Managing Director 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.”

Leigh Nissim, Future Anthem’s CEO, commented: “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 Betfred.com 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”.

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