Future Anthem seals strategic Microsoft partnership

Data specialist Future Anthem has secured ‘co-sell ready’ status with tech giant Microsoft in a move that is set to significantly increase its global exposure. Future Anthem uses AI-driven in-game data that interprets player behaviour in real-time to help operators and studios grow responsibly and sustainably. The data Future Anthem collates comes from analysing billions of spins from millions of players across online casino games. The data is given to Future Anthem’s customers, allowing them to drive revenue and engagement levels, while also identifying potential gambling-related harm issues. The data can also be used to develop a more personalised experience for players. Future Anthem will be onboarded on to Microsoft’s solutions offering having earned ‘co-sell ready’ status, making its technology available for commercial opportunities on global scale. Additionally, as a co-seller, Microsoft’s in-house sales team will be able to directly pitch the Future Anthems solution to its extensive list of Microsoft-managed customers. Leigh Nissim, Future Anthem CEO, said: “This is a significant and exciting development that demonstrates how quickly Future Anthem is maturing and creates huge opportunity for us to hyperscale on a global basis. “Our approach to AI and data is pioneering within the igaming industry and we are incredibly pleased to land a strategic partner in Microsoft that shares our clear and ambitious vision to grow responsibly and sustainably,” he added.