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Future Anthem

Former FanDuel and 888 executive John Atkinson joins Future Anthem as VP of Business Development – Americas

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John Atkinson will spearhead Future Anthem’s expansion in the Americas 

Future Anthem, the AI and data science pioneer, today announces the appointment of John Atkinson as VP of Business Development – Americas. As Vice President, Atkinson will lead Future Anthem’s commercial strategy in the Americas, promoting and selling the company’s suite of AI-driven products. 

Atkinson is a senior iGaming and media executive with a wealth of experience in key roles within the North American betting and gaming landscape. Most recently, he worked as Vice President of Business Development – Casino at FanDuel, having previously held senior business development roles with 888 and Genius Sports. 

Prior to joining the betting and gaming industry, he spent several years working in sports media at ESPN and Fox Sports. 

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Leigh Nissim, Future Anthem CEO, said: “The race to real-time personalisation is well and truly underway. As the American interactive markets mature and the focus increasingly turns towards profitability and ROI, it’s more important than ever that operators leverage their data with AI to personalise player experiences to drive loyalty with additional engagement.  

“We are delighted to announce the appointment of John as VP of Business Development – he will be a huge boost to Anthem thanks to his extensive experience in the industry and deep understanding of US operators. We look forward to further embedding real time AI across the US and creating long-term working relationships throughout the region.”

John Atkinson, incoming VP of Business Development – Americas, said: “I am thrilled to be joining Future Anthem – a leader in AI and real-time personalization. I look forward to leading Future Anthem in the Americas as we bring our first-class products to partners across the region.

“It’s a fantastic time to join the team and I’m ready to help drive the business towards its goals.”

Future Anthem’s AI is proven to help operators grow revenues, with its personalised bonuses delivering an average 10% increase in NGR, and its personal recommendations generating 300% higher engagement.  

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Future Anthem appoints Matt Nichols as General Manager of the Americas

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Data and AI specialist recruits Nichols from Churchill Downs as it delivers on its expansion plans in the Americas

Future Anthem, the pioneering AI and data science powerhouse, has appointed Matt Nichols to the newly-created position of General Manager of the Americas.

Nichols will be responsible for leading Future Anthem’s business and building an on-the-ground team in the Americas as the company delivers on its growth strategy in the region, following its recent multi-million-dollar Series A financing round.

US-based Nichols joins from Churchill Downs Incorporated, where he was Senior Director of Corporate Development, working on numerous land-based gaming projects, in addition to strategy for the TwinSpires B2B online horse racing product.

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He initially joined Churchill Downs in 2018 to head the wide-ranging business development responsibilities of the TwinSpires online gaming business segment, with a focus on market access and third-party relationships.

Before Churchill Downs, Kentucky-born Nichols traversed a variety of disciplines and industries, including strategy, project management, commercial banking, and wealth management at companies including Bank of America and national convenience store brand Thorntons.

“I am beyond thrilled to join the Future Anthem team to lead their growth into the Americas’ online gaming markets,” said Nichols.

“Leigh has identified a compelling market gap, and his first-class team is building industry-best AI and data products that add tremendous value to operators and game studios by personalising player experiences across sports betting and casino.

“Future Anthem is already in advanced discussions with a number of prospective new partners in the Americas, and my first week coincides perfectly with G2E where I’ll have the chance to be part of many meaningful conversations.”

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“The Series A financing has unlocked a monumental shift for Future Anthem. We have wasted no time in delivering on our vision and strategy for the Americas by hiring Matt to lead our growth in this key market,” said Future Anthem CEO Leigh Nissim.

“This is a huge step in the development of Future Anthem – we have always been keen to establish ourselves locally in the US market and to be able to respond to customer needs quickly. Matt’s experience makes him the perfect appointment for this crucial new role.”

Multi-award-winning Future Anthem is trusted by more than 20 leading operators and studios, including Bally’s, Betfred, Big Time Gaming, Blueprint Gaming and Paddy Power Betfair among others.

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Bettor Capital

Data and AI specialist Future Anthem completes Series A funding to accelerate growth, product R&D and launch in North America

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Strategic partner Bettor Capital leads funding round alongside new and existing investors

Future Anthem, the pioneering AI and data science powerhouse, has closed a Series A round of financing to accelerate its growth with significant product investment, and to launch in North America with a focus on sports betting.

The financing round was led by Bettor Capital, the early-stage venture firm that focuses on software and technology providers in the real-money gambling industry, with participation from iGaming and sports betting investment firm Sharp Alpha Advisors, seasoned industry veterans including Benjie Cherniak, and select other new investors to complement existing shareholders.

The capital will be used to build continued momentum across existing products and customers, establish a US-based headquarters, and 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, expand its leadership position in online casino, and expand further into sports betting and other gaming verticals.

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“After three trailblazing years of growth and industry recognition, this significant investment marks a major milestone for Future Anthem,” said CEO Leigh Nissim. “I’m incredibly proud of our team, technology, and customer achievements. This investment demonstrates huge market and commercial confidence in our suite of AI solutions and the value they deliver to our customers.”

“We have the perfect strategic partner in Bettor Capital, the leading sports betting and gaming investors in the market, to support us as we supercharge the next phase of our 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.”

Multi-award winning Future Anthem is trusted by more than 20 leading operators and studios, including Bally’s, Betfred, Big Time Gaming, Blueprint Gaming and Paddy Power Betfair amongst others.

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 significantly advanced 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.

“Future Anthem is a disruptive, best-in-class technology business that we have watched closely and admired for some time. 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,” said Dave VanEgmond, founder and partner at Bettor Capital.

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“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. We’re excited to partner with Leigh and the team to help Future Anthem scale in North America and drive momentum across iGaming, sports betting, and adjacent verticals.”

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