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Future Anthem launches industry-first AI product to optimise casino game performance and design

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Anthem Amplifier analyses and predicts player behaviours to improve the player experience for everyone

Future Anthem, the pioneering AI and game data science specialist, has launched Anthem Amplifier, a first-of-its-kind offering which provides an in-depth analysis of all bets and spins players make on casino games.

Amplifier enables operators and studios, including Big Time Gaming, which is among the first customers, to analyse player behaviours across casino games on an unrivalled scale.

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Built using advanced data science and proprietary machine learning models, Amplifier interprets player behaviours at scale to deliver intelligence, predictions and actions that can be applied to portfolio decisions, product design and player safety while gambling.

Amplifier is powered by Anthemetrics AI, the industry’s first game data science platform, which analyses billions of spins from millions of player hours across thousands of games.

Amplifier’s intuitive and potent tools deliver self-service interactive dashboards, ‘recipes’ for game design, and professional services that complement data teams with additional capacity and expertise to address specific gaming opportunities or challenges. With Amplifier, games studios and operators can:

  • Design games for specific player behaviours
  • See how players play their games
  • Analyse and measure game launches
  • Improve online gambling safety for players
  • Benchmark performance across channels, brands and geographies
  • Identify game popularity and retention across player behavioural clusters

Leigh Nissim, CEO and Founder, Future Anthem, said: “Our vision is to connect human behaviour with data science to build a player-centric universe that is enjoyable and sustainable. Anthem Amplifier does this with tools that allow studios and operators to optimise their game portfolios by processing and intelligently understanding an incredibly large volume of data.”

Nik Robinson, CEO of Big Time Gaming, added: “Understanding player and game behaviours should be at the heart of every successful studio. Leveraging game data and the AI tools provided by Anthem Amplifier provides us with additional opportunities to continue optimising our innovative slots, while pleasing our customers and players.”

Chris Conroy, CDO, Future Anthem, said: “With a great deal of scattered data produced by varied portfolios of games across geographies and channels, it can be challenging to leverage this valuable asset to get the most from your investments and roadmaps.

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“Anthem Amplifier uses the latest cloud technologies and machine learning techniques to listen to this granular game data to maximise your chances of success, empowering teams with effective portfolio management tools and game design techniques.”

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AGCO

Edict Egaming Secures Approval for Ontario Licence

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Edict egaming has received approval from the Alcohol and Gaming Commission of Ontario (AGCO) to provide its games for the online casino market in the Canadian province. This applies to both the German edict egaming GmbH and Edict Malta Limited. From now on, the Merkur Group subsidiary will be able to offer its popular Merkur slots in one of the largest North American markets.

“We are delighted to have received AGCO approval for our Merkur games in Ontario. This is definitely a big step for edict and we are very excited to showcase ourselves to new audiences on the global stage in this dynamic market,” Dominic-Daniel Liénard, CEO of edict egaming GmbH, said.

The AGCO is working with the Government of Ontario and iGaming Ontario (iGO) to establish a new online gaming market that helps protect consumers gambling through private gaming companies. This license certifies that edict operates within the framework of strict laws and meets the requirements for responsible gaming.

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Caesars Entertainment Inc.

Caesars Entertainment Appoints Rodney Williams to Board of Directors

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Caesars Entertainment Inc. announced the appointment of Rodney Williams to its Board of Directors, effective July 1, 2024, subject to required regulatory approvals and pending licensure. With a unique perspective derived from a track record of luxury brand-building, strategic and digital marketing, and corporate leadership, Williams will bring a distinct and innovative vision to the Caesars Entertainment Board of Directors.

“Rodney is an important addition to the Caesars Entertainment leadership team. Rodney’s career leading some of the world’s best-known beverage brands gives him unmatched perspective in the hospitality industry. His exceptional track record in luxury and premium brand building during his time with Diageo and LVMH and his continued commitment to the food and beverage industry through his service as a trustee and executive committee member of the James Beard Foundation will give us added insights into the continuing confluence of entertainment with the culinary arts as we shepherd Caesars Entertainment into the future,” Gary Carano, Executive Chairman of the Board of Caesars Entertainment, said.

Williams recently stepped down as President of the Diageo Beer Company and President of Diageo Canada, leaving a legacy of success. In that role, he oversaw new momentum for Guinness beer, with the brand becoming the fastest-growing on-premise brand in the US in 2023 and strong growth for Guinness 0, which made great strides in the US and became the top-selling non-alcoholic beer in Canada. His leadership also delivered unprecedented growth on Don Julio Tequila and Johnnie Walker Scotch in Canada, as well as a powerful national partnership with Bailey’s liqueur and the iconic Tim Horton’s chain.

Prior to joining Diageo in 2022, Williams spent 11 years at Moet Hennessy, the wine and spirits division of LVMH Moet Hennessy Louis Vuitton. His last role there was as Maison (or global) President of Belvedere Vodka – the first American to become a Maison president at Moet Hennessy. Previously, Williams served as Chief Marketing Officer for the entire US brand portfolio, ranging from Don Perignon and Krug Champagnes to Glenmorangie Scotch, and before that as SVP for Hennessy US. Under his leadership, the Hennessy business quadrupled in topline sales and operating profit over a five-year period.

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Before joining LVMH, Williams served as SVP of Lifestyle Brands for Jackson Family Wines, where his team delivered the largest new product launch in the company’s history, Kendall Jackson Avant wines. Previously, Williams had been SVP for Lifestyle Wines at Robert Mondavi before and after its acquisition by Constellation Brands. Before joining the wine industry, Williams began his career in brand management at Procter & Gamble, Johnson & Johnson and General Motors.

“I’m pleased to have Rodney Williams join our Board of Directors. Rodney brings a different perspective to hospitality, having experienced it from the upper echelon of luxury beverage brands. His experience in innovation, digital and experiential marketing, and implementing optimization makes him a good strategic fit for our Board of Directors. I look forward to working with him to continue to drive results for our guests, Team Members, and shareholders,” Tom Reeg, CEO of Caesars Entertainment, said.

In addition to being a trustee of the James Beard Foundation, Williams serves on the Executive Leadership Council, is a director of the National Board of Review of Motion Pictures, and was a 2024 juror for the Cannes Lions marketing awards. He was recently named to the 2024 “Most Influential Black Corporate Leaders” list by Savoy magazine. He also advises three startups: Zitti, Qonsent, and CKBG.

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Compliance Updates

Malta Gaming Authority Reminds Licensees to Notify Material Outsourcing Within 30 Days

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The Malta Gaming Authority (MGA) has issued a reminder to licensees regarding the necessary compliance procedures for outsourcing activities related to material supplies, critical supplies and key functions.

According to the Gaming Authorisations and Compliance Directive, licensees must adhere to the Policy for Outsourcing by Authorised Persons. Licensees are required to notify the MGA within 30 days when outsourcing material supplies.

For outsourcing activities deemed to be critical supplies or critical services, prior approval from the Authority is mandatory. This approval must be secured before entering into any agreements, MGA said in a statement.

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Outsourcing requests should be submitted through the “Operational – Outsourcing Arrangements” application on the Licensee Portal. Key Function applications need to be submitted directly by the respective Key Person via the “Personal Portfolio” on the Licensee Portal.

Furthermore, if licensees require the MGA’s formal approval for any outsourced business arrangements with third parties, known as “Shared Conduct Agreements,” a specific procedure must be followed to obtain this approval.

The post Malta Gaming Authority Reminds Licensees to Notify Material Outsourcing Within 30 Days appeared first on European Gaming Industry News.

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