Future Anthem set to launch Amplifier AI at ICE

Future Anthem will be showcasing Amplifier AI at ICE, an all-in-one product built to personalise the player experience.

Amplifier AI humanises anonymised transactional data with artificial intelligence to enable real-time personalisation, games performance optimisation and first-class player-level customer experiences.

Amplifier AI combines machine learning and behavioural models with proprietary and public meta data, including multi-dimensional player behavioural clustering that analyses the profile and gameplay of players and games. Outcomes and outputs allow operators and games studios to personalise player experiences with real time recommendations that are designed to increase player engagement responsibly.

The release of Amplifier AI marks the fusion of separate data-driven elements from Anthem’s offering into one complete product. It combines Game Recommendation feeds, Portfolio Optimisation tools, Safer Play monitoring and Research, Game Recipes for data driven game design and Bonus Optimisation feeds.

Amplifier AI allows operators and games studios to:

  • Personalise in real-time: improve retention and player satisfaction with personalised game and bonus recommendation marketing messages, in-game promotions and search suggestions
  • Optimise performance: manage and improve game portfolio performance, analyse game launches, map player journeys, design games with data and visualise never-seen-before player behaviours
  • Enhance customer experience: reduce churn and increase engagement with real-time player interactions, individual player monitoring and targeted player protection

In addition, Future Anthem will be showcasing its Anthem’s Safer Play solution as part of its commitment to the Consumer Protection Zone. It uses state-of-the-art AI to improve online gambling safety for players, operators and studios, with the industry’s first independent solution to proactively detect in-session wagering behaviours.

Designed with the latest regulations at its foundation and guided by the industry’s well-established “Markers of Harm”, Anthem Safer Play uses bet-level data to provide a personalised and in-depth assessment of problem gambling behaviours to detect risks, directly from in game activity.

Leigh Nissim, CEO of Future Anthem, said: “Amplifier AI marks another step in Anthem’s journey to provide the best-in-class products for the gambling sector, so we are excited to use ICE – one of the industry’s foremost events – as the platform for its launch.

“Our products and team are focused on personalising player experiences with AI to enable our customers to achieve essential and measurable outcomes that allow for sustainable and responsible growth. We look forward to working with the most innovative brands in gaming that want to make a real and measurable improvement to player experiences.”