AI, game data science firm Future Anthem partners with Microsoft

Future Anthem, an AI and game data science specialist that interprets player behaviours in real-time to the online gambling, has become one of the world’s first iGaming companies to earn ‘Co-Sell Ready’ status with Microsoft.

The select accreditation sees Future Anthem on-boarded to Microsoft’s solutions offering, which will fast track commercial opportunities on a global scale beyond its existing core market in the UK and Europe.

As a co-seller, Microsoft’s in-house sales team will be empowered to directly pitch Future Anthem’s Anthemetrics platform to its community of Microsoft-managed customers.

Its platform is built on Azure, Microsoft’s cloud ecosystem, and continuously executes multiple terabytes’ worth of data. In 2020, Future Anthem analysed billions of spins from millions of player hours across thousands of games, providing its customers with insights that empowered them to drive revenues and engagement levels, instantly identify markers of harm for vulnerable players, creating safe, entertaining and personalised experiences in real-time.

The project to reach Co-Sell Ready status was spearheaded by Future Anthem CMO and cloud computing expert Mitchell Feldman, who required employees to undergo training, upskilling and an accreditation process.

Feldman, who was the winner of the Microsoft Worldwide Cloud Partner of the Year trophy in 2014, beating more than 650,000 partners to the accolade, described Future Anthem’s validation as ‘truly transformational’.

“To get this recognition from Microsoft is a proud achievement for Future Anthem that has required substantial input from across the business. The elasticity and security of Microsoft Azure, coupled with the lead-generation injection that being a co-seller brings, means that will have a transformational effect on our ambitious growth strategy," Feldman said.

Future Anthem's CEO and Founder Leigh Nissim, 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.”