Future Anthem has been employed by Betfred as the organisation tries to create more customised services for its players while also leveraging its gaming channel.
In order to add a higher degree of real-time utility and feedback to its online gaming platform, the latter has been recruited as an artificial intelligence and game data science affiliate.
A customer-orientated organisation
Future Anthem’s CEO, Leigh Nissim, 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 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.”
Future Anthem hopes to assist Betfred in surfacing and acting on observations into players’ journeys and behaviours on their games by using its anonymised game info.
The collaboration’s goal is to give the group’s players a more personalised experience, with personalised game suggestions in CRM campaigns and, in the immediate future, onsite.
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.”