Future Anthem has announced an ‘enterprise milestone’, securing a multi-million-pound Series-A funding round led by Bettor Capital.

Funds raised will be used to accelerate Future Anthem’s North American launch – as the start-up seeks to become the leading supplier of AI-powered marketing solutions and customised intelligence tools for North American operators. 

Its bold ambitions have been backed by early-stage VC funds Bettor Capital and Sharp Alpha Advisor, alongside the notable support of US wagering and sports data figurehead Benjie Cherniak – former MD of Don Best.

Future Anthem closed its first VC funding round following ‘three trailblazing years’, in which the company has established its services with UK tier-one operators Betfred, Gamesys Group and Buzz Bingo.

“I’m incredibly proud of our team, technology, and customer achievements. This investment demonstrates huge market and commercial confidence in our suite of AI solutions and the value they deliver to our customers.” said Future Anthem CEO Leigh Nissim. 

“We have the perfect strategic partner in Bettor Capital, the leading sports betting and gaming investors in the market, to support us as we supercharge the next phase of our commercial growth and product development. We will be leaning on their US market operational expertise to help take the company not just to the next level, but many beyond.”   

Setting its new course, the capital will be used to establish Future Anthem’s US headquarters, and to further build-out the group’s localised sales capacities for North American and LatAm markets.

Technical benefits will see Future Anthem significantly scale its machine learning models and AI products, expand its leadership position in online casino and further establish its foothold in sports betting and other gaming verticals.

“Future Anthem is a disruptive, best-in-class technology business that we have watched closely and admired for some time. Its value-add, high ROI core offering, established customer base, and talented team give it a clear leadership position and opportunity for sustained growth in this market,” said Dave VanEgmond, founder and partner at Bettor Capital. 

“Data and AI is a primary focus across the gambling industry and Future Anthem perfectly fits our thesis of a best-in-class software solution that adds value to operators and studios. 

“We’re excited to partner with Leigh and the team to help Future Anthem scale in North America and drive momentum across iGaming, sports betting, and adjacent verticals.”