The launch of AnthemXT - our Canadian subsidiary in partnership with British Columbia Lottery Corporation (BCLC) - was much more than another milestone for Future Anthem - it was a first-of-its-kind collaboration in AI & data led by two industry leaders.
Established to use AI & data to transform player experiences across gaming products and channels, the Hub benefits from technology licensed from Future Anthem and is staffed by a local team called AnthemXT who are resident in BCLC offices in Vancouver, all under the stewardship of leaders from both organisations.
Bringing AnthemXT from concept to reality demanded speed, precision, and exceptional teamwork. In doing so, we gained valuable insights into building an AI-powered business from the ground up—insights relevant for operators and suppliers across the industry.
Every new challenge brings important lessons. Here’s what we learnt:
Innovation starts with people. To establish AnthemXT’s AI capabilities, we needed to recruit the best talent - fast. We achieved our goal of launching with an initial team of six within 12 weeks of contract signature — an achievement which we are very proud of.
We partnered with local recruitment specialists Teema, whose support was instrumental in bringing in top minds across AI, data science, and gaming technology. Their level of commitment was exceptional; they offered space in their office to conduct interviews and workspace for our team during the setup phase. When there were logistical challenges with computers and laptops, they suggested going onsite to resolve them for us. We were constantly impressed.
Hiring the right blend of talent was essential, starting with a crucial first hire—our Head of AI and Engineering—who not only provided technical leadership but also played an instrumental role in attracting additional exceptional talent.
The first hire always sets the bar.
Building outward from this pivotal hire, we carefully structured the team to incorporate diverse roles, including Data Science, ML Engineering, Delivery and Product, each contributing unique skillsets and perspectives.
Beyond technical expertise, we looked for individuals who embodied curiosity, adaptability, and a passion for AI in gaming. The best AI-driven teams thrive on experimentation, iteration, and continuous learning—qualities that are now at the heart of AnthemXT.
Launching AnthemXT meant uniting teams across two continents - Future Anthem primarily in Europe and BCLC in Canada. To make this work, we created a structured onboarding framework that encouraged collaboration and alignment from day one.
In Europe, Future Anthem:
For AI to deliver real impact, it must be deeply embedded within an
organisation.
Working closely with BCLC ensured that AnthemXT became a core part of their strategic decision-making, rather than another tech layer. Support came right from the top, with the C-Suite being committed, available and engaged throughout.
A world-class AI hub demands a world-class technology foundation. For AnthemXT, we designed a local technology infrastructure that could process vast amounts of gaming data in real time, across product categories and channels.
Believe it or not, we created the technical environment in under 12 weeks, with a full suite of gaming data available to the team as they onboarded.
We focused on:
This infrastructure powers everything AnthemXT does - ensuring AI-driven engagement happens instantly and effectively, bringing the power of the core Future Anthem platform, complemented with local engineering and modelling for BCLC-specific use-cases.
When agreeing the operating framework, Future Anthem and BCLC were keen to bring the best of both organisations to the Hub.
To achieve this, we established a Steering Committee of four leaders (two from each team), including the local Hub leader. The Committee was designed to formally approve Statements of Work alongside the strategic objectives of the organisation, assess projects, milestones, data available, ethical AI and much more.
The Hub wouldn’t have launched successfully without the guidance of the SteerCo’s leadership and commitment.
With the team onboard, access to the BCLC team has been invaluable, creating a discovery path that solicits great ideas along the way.
We are working on five candidate initiatives that all include aspects of innovation, across gaming, sports, iLottery, retail and online — all of which is underpinned by the Hub’s commitment and prioritisation of player health.
With AnthemXT now fully operational, our first major initiative is set to focus on operational efficiency around promotions. This project focuses on:
AI adoption isn’t just about having the right technology; it requires a cultural transition – easy to say, hard to do. Operators that embrace change, prioritise experimentation, and commit to data-driven decision-making will gain the most from AI.
The rapid launch of AnthemXT reflects strategic execution, fast decision-making, and technological excellence from both organisations – BCLC and Future Anthem – working in concert, together.
From building a world-class team and integrating talent across regions to deploying cutting-edge AI solutions, together we have created an AI and Data Innovation Hub that will undoubtedly benefit players, their entertainment experiences and the industry more broadly.
If you’d like to find out more about accelerating your AI journey, or how to establish data teams and technology, please get in touch with one of our experts.