AI and game data science firm Future Anthem has teamed up with the Bally’s Corp-owned company for this R&D project which aims to build on the former’s ‘Safer Play’ detection system to further investigate the impact of games on markers of harm.
The data firm modelled players’ gameplay on more than two billion transactions across Gamesys’ portfolio of UK casino and bingo brands, with the results compared to players’ use of responsible gambling tools and combined with Gamesys’ own responsible gambling prediction models, demonstrating that the two approaches to player risk complement each other to detect potentially problematic gameplay accurately and early.
Supported by Blueprint and Roxor Gaming, this new joint commitment represents a deep dive into the subject of responsible gambling, with Kevin Clegg, the Director of Sustainability at Gamesys, commenting: “We always aim to raise the bar with new technologies and approaches to improve our players’ experience.
“Future Anthem’s technology and approach to responsible gambling are both cutting-edge and complementary to our own. Exploring the impact of games and features on players is an area of focus that will benefit us and the wider industry which we’re very keen to support.”
The companies’ research will be published on 1 November at the outset of Safer Gambling Week, and will be available for free to download.
An interactive webinar will accompany the document, with Gaming Intelligence to ensure wider stakeholder benefit across the industry.
“It’s a privilege to work with Gamesys and to collaborate closely in such an important area as responsible gambling,” said Future Anthem’s CEO and Founder Leigh Nissim on the organisations’ partnership.
“We all know how vital it is to both enhance and protect the player experience and, by working in partnership, we bring two highly experienced teams together to achieve great results.”
