SPORTS BETTING
Sports betting to get personal
Ian Tibot, Chief Commercial Officer at Future Anthem, explains how real-time personalisation using its Amplifier AI can make for a suitable tool to enhance a player’s betting experience.
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roviding data science to the global gambling industry is in the veins of Future Anthem, its personalised AI tools such as Amplifier AI is used to enhance the player’s betting experience. As well as this, the Anthemetrics tool, which has helped over 200 billion player transactions across 20,000-plus games, is at the forefront of Future Anthem’s artillery.
The company’s offerings are trusted by several corporations in the industry and has recently landed major deals like its partnership with British Columbia Lottery corporation, which enhanced the artificial intelligence and the innovation hub in Vancouver. The company is flexible enough to provide all-in-one products for lottery, casino and sports gambling services. Within sports betting, operators in the market are experiencing record amounts of daily traction and they must stay up-to- date with modern trends such as personalisation and micro-betting to stay relevant. They have discovered that from a player’s perspective, they want a platform that can resonate with their preferences. Amplifier AI is Future Anthem’s AI-driven product designed to personalise every step of the player journey, from acquisition to retention. For sportsbooks, it enables real-time personalisation by analysing player behaviour and creating tailored experiences across promotions and marketing. Ian Tibot, chief commercial officer at Future Anthem, commented: “This elevates player engagement by offering relevant content and personalised recommendations that resonate with individual preferences. The
10 OCTOBER 2024 GIO
result is higher NGR, increased engagement, and player retention.”
Future Anthem believed it has identified a significant gap in the market where sportsbooks rely on generic offers and outdated segmentation strategies, player behaviour in sports betting is highly dynamic, and traditional methods cannot keep up with the demand for real-time personalisation. “By entering this space, we harnessed our expertise in AI and machine learning to solve these challenges and utilised our existing experience for casino operators,” stated Tibot, outlining the company’s goal to empower sportsbooks and drive engagement, retention, and revenue growth using personalisation.
Real-time sports personalisation can tailor a players experience instantly based on live data, such as betting patterns, preferences,
and current events. Tibot explained: “Using Amplifier AI, operators can personalise everything from bet recommendations to marketing offers in the moments that matter most, for example, during a major event like the Champions League Final or the Super Bowl.” This ensures that players receive relevant, timely content that keeps them engaged and can enhance their overall experience, reducing churn and boosting long-term retention. In addition, the Amplifier AI can suit the needs of customer expectations and provide a 99% quicker churn prediction and a 24% churn reduction. The future of Amplifier AI is focused on deeper personalisation and even more seamless integration with sportsbook partners, according to Future Anthem. Tibot said: “As we continue to develop our platform, we’re expanding its capabilities to create dynamic audiences, real-time experiences, and content recommendations.
“Our vision is to make every player interaction relevant and engaging, allowing operators to deliver the best possible experience while maximising their return on investment.” As well as this, the company is looking to have greater analysis for understanding player behaviour bets and offer a sustainable player intervention.
Overall, Future Anthem uses its technology to provide a suitable approach, using its Amplifier AI. Not only can the personalisation improve customer retention but it offers a proactive alternative to create a modernised sports betting experience.
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