The financing round was led by Bettor Capital, an early-stage venture firm that focuses on software and technology providers in the gambling industry.
Lloyd Danzig’s iGaming and sports betting investment firm Sharp Alpha Advisors also participated, as did seasoned industry veterans including Benjie Cherniak and existing shareholders in Future Anthem.
The firm’s solutions are already used by more than 20 leading operators and studios, including Bally’s, Betfred, Big Time Gaming, Blueprint Gaming and Paddy Power Betfair.
The fresh capital will be used to establish a US-based headquarters and to build a local team of sales, product, data and delivery specialists to service the rapidly expanding North and Latin American markets.
The funding will also allow Future Anthem to significantly scale its machine learning models and AI products and expand further into sports betting and other gaming verticals, the company said.
Dave VanEgmond, founder and partner at Bettor Capital, commented: “Future Anthem is a disruptive, best-in-class technology business that we have watched closely and admired for some time.Future Anthem CEO Leigh Nissim: “This investment demonstrates huge market and commercial confidence in our suite of AI solutions and the value they deliver to our customers.”
“Its value-add, high ROI core offering, established customer base, and talented team give it a clear leadership position and opportunity for sustained growth in this market.
“Data and AI is a primary focus across the gambling industry and Future Anthem perfectly fits our thesis of a best-in-class software solution that adds value to operators and studios,” he added.
The company humanises data with AI through its all-in-one Amplifier AI product that allows its customers to personalise in real-time, optimise performance and enhance customer experience.
The platform has also helped to advance responsible gambling and player protection standards. Amplifier AI is powered by Anthemetrics, the world’s largest behavioural data set for casinos, made up of 172 billion customer transactions and 250 million hours of customer engagement.
“This investment demonstrates huge market and commercial confidence in our suite of AI solutions and the value they deliver to our customers,” said Future Anthem CEO Leigh Nissim.
He described Bettor Capital as the perfect strategic partner to “support and supercharge” the next phase of commercial growth and product development.
“We will be leaning on their US market operational expertise to help take the company not just to the next level, but many beyond,” added Nissim.
