UK-based bookmarker Betfred will gain assistance from data science firm Future Anthem as a means to give Betfred players with a more personalised experience and an optimised gaming channel.

AI and gaming data specialist Future Anthem can provide real time utility and insights to Betfred.com. Using data, it can analyse player insight and behaviour in games to give them tailored experiences by recommending specific games in CRM campaigns and onsite later on.

“Working with a customer-orientated organisation such as Betfred brings out the best in our game data science,” said Leigh Nissim, CEO at Future Anthem. “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.”

Rakesh Chablani, MD at Betfred Digital added: “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.”