About Us

Future Anthem humanises data with AI to personalise the player experience for everyone. Amplifier AI is powered by Anthemetrics - the gambling industry’s first game data science platform - which has processed over 200 billion player transactions across more than 250 million player hours, with metadata across 20,000+ games.

We're trusted by some of the world’s leading gambling operators and studios, including STS, William Hill, Betsson, Big Time Gaming, Blueprint Gaming, and Eyecon. 

Our approach

Get the most from your games

Our products analyse and predict how players engage with games while our solutions empower operators and studios to optimise their content portfolios.

Understand behaviours

The Anthem team believes that understanding behaviours with a data lens is fundamental to providing an engaging and responsible player experience.

Grow responsibly

We aim to help our customers grow responsibly in a competitive marketplace, collaborating with their teams to improve the experience for their players.

Our story

Future Anthem was established to play a new tune in the global gambling industry. With talent at its heart and data in its veins, the team at Future Anthem aims to innovate and create with data science, helping the sector grow responsibly.

The gambling industry is a tremendous combination of technology, entertainment, risk, regulation, eCommerce, finance and social interaction. Data runs throughout. Our focus is game data.

In a competitive marketplace, using game data to optimise your games is key to engaging and retaining players responsibly.

Our vision

Future Anthem’s vision is to connect human behaviour with data science to build a player centric universe that is enjoyable and sustainable.

Our mission is to create AI that enriches the gambling industry. We strive to place real-time behavioural data and sustainability at the heart of every action operators and studios take to improve the player experience.

Collaborating with both casino operators and game studios, we process billions of game transactions at scale to analyse and predict player and game behaviours.

Our values

We humanise data with vision

Listening to our customers and their players allows us to make data driven decisions to drive success for everyone. We think differently and we challenge the status quo.

We play the game

We understand first-hand and care deeply about how games are played which allows us to improve the player experience for everyone.

We stand together

We are encouraged and empowered to speak openly and freely. We celebrate success and collectively learn from our mistakes.

We embrace positivity and diversity

Our multi-cultured and diverse team thrives on intellectual energy, continuously striving to deliver amazing outcomes in all that we do.

Future Anthem's Leadership Team

Leigh Nissim | CEO and Founder

After 15 years of leadership experience in the global gaming industry, I wanted to listen to games in a way that would improve gaming experiences for everyone. Hence Future Anthem was born - to create new tunes that help the industry grow responsibly. As you’ve probably guessed, music is a passion, along with my fitness, hair and family.

Chris Conroy | Chief Data & Product Officer

I've been leading the charge on data science within gaming for years, and I joined Future Anthem to deliver machine learning to the industry at a truly vast scale. Building teams is my passion, and I'm obsessive about enabling them to drive us forward, with cutting edge tech at their disposal. My anthems are techno, football and beer, mixed with a sample of poker.

Ian Tibot | Chief Commercial Officer

I spent the last nine years at William Hill where I was responsible for the bookmaker’s sportsbook platform as Head of Product, and previously international product development for gaming and sports, working across multiple regulated markets, leading over 100 team members in three European locations. Today I am the CCO at Future Anthem tasked with nurturing relationships with customers.

Laura Bird | Chief Financial Officer

I am a Chartered Accountant with over 15 years’ of experience in the gaming industry, across both operators and studios. I’ve gained valuable experience across numerous projects, from platform migrations to the merger of Ladbrokes and Coral. I am passionate about data, automation, and player behaviour so I am really excited about joining the incredible team at Future Anthem. I love all things music and travelling to anywhere I can ski or scuba dive.

Emma Ferguson | Head of People

I am passionate about people and the benefits they can bring to organisations. I have over 15 years of experience across multiple sectors, and I’m CIPD qualified. I am excited to take Anthem to the next level in terms of people and culture. I have three children, and Anthem has allowed me the flexibility to juggle both home and work life. I love to read, and it’s never long before I’m studying for my next qualification.

Ollie Hansard | Non-Executive Director

I have worked and scaled businesses in more than 20 countries around the world including China, Brazil, the USA and most of Europe. I was a key member of the senior management team that took the Tesco-owned data science consultancy dunnhumby from c.£5M profit in 2002 to c.£90M profit in 2014. Additionally, I spent two years working as Vice President of Data Services at Liberty Global, Europe’s leading cable company.

Julie Haddon | Non-Executive Director

I am a renowned Marketing executive, who recently served as SVP of Global Brand and Consumer Marketing for the NFL. I oversaw Marketing and Business Development for DreamWorks Animation unit in Palo Alto, was Head of Consumer Marketing and Global Social Media at eBay, and led SoFi's Marketing efforts as its first marketing leader in 2012. I was also part of the original team at Twitter in 2008. I am currently a Board Member of TOCA Football and NuArca Labs NFT and an investor.