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UK – Future Anthem secures strategic partnership with Microsoft

By - 26 April 2021

Future Anthem, the AI and game data science specialist that interprets player behaviours in real-time to the world of online gambling, has become the one of the world’s first igaming companies to earn ‘Co-Sell Ready’ status with Microsoft.

The select accreditation sees Future Anthem onboarded to Microsoft’s solutions offering, which will fast track commercial opportunities on a global scale beyond its existing core market in the UK and Europe.

As a co-seller, Microsoft’s in-house sales team will be empowered to directly pitch Future Anthem’s Anthemetrics platform to its global community of Microsoft-managed customers.

Future Anthem helps its clients, including several of the industry’s largest operators and leading studios, grow responsibly and sustainably using game data science. Its platform is built on Azure, Microsoft’s global cloud ecosystem, and continuously executes multiple terabytes’ worth of data.

In 2020, Future Anthem analysed billions of spins from millions of player hours across thousands of games, providing its customers with insights that empower them to drive revenues and engagement levels, instantly identify markers of harm for vulnerable players, creating safer, more entertaining and more personalised experiences – all in real-time.

The project to reach Co-Sell Ready status was spearheaded by Future Anthem CMO and cloud computing expert Mitchell Feldman that required employees to undergo rigorous training, up-silling and an accreditation process.

“To get this recognition from Microsoft is a proud achievement for Future Anthem that has required substantial input from across the business,” said Feldman. “The elasticity and security of Microsoft Azure, coupled with the lead-generation injection that being a co-seller brings, means that will have a transformational effect on our ambitious growth strategy.”

Future Anthem CEO and Founder Leigh Nissim commented: “This is a significant and exciting development that demonstrates how quickly Future Anthem is maturing and creates huge opportunity for us to hyperscale on a global basis.

“Our approach to AI and data is pioneering within the igaming industry and we are incredibly pleased to land a strategic partner in Microsoft that shares our clear and ambitious vision to grow responsibly and sustainably.”

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