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Future Anthem to personalise the player experience for everyone with launch of Amplifier AI at ICE 2022
Players, studios and operators to benefit from an easy-to-navigate, one-stop solution that delivers personalised recommendations, portfolio optimisation and safer play
Future Anthem – the gambling industry’s leader in AI solutions – today announces the release of Amplifier AI, an all-in-one product built to personalise the player experience for everyone.
To be officially launched to the gambling industry at ICE 2022, Amplifier AI is a major development of new machine learning models and sophisticated data engineering. It 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.
Unifying Anthem’s offering
Future Anthem has been building the next generation of AI products for the gambling industry since 2019, helping its customers to get the most from their operations, investments and roadmaps.
Today marks the fusion of separate data-driven elements from Anthem’s offering into one complete product – Amplifier AI – combining Game Recommendation feeds, Portfolio Optimisation tools, Safer Play monitoring and Research, Game Recipes for data driven game design and Bonus Optimisation feeds. The release of Amplifier AI creates a single unified experience for Anthem’s customers.
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, lobby 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
Personalising in Responsible Gambling
As part of its commitment to the Consumer Protection Zone at ICE, also announced today is an upgrade to Anthem’s Safer Play solution which 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 in casino that indicate harmful play.
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.”
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Inside RedCore’s Communications Hub: The One-Integration Solution Powering Faster, Smarter Messaging
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European Gaming Media visited RedCore’s impressive multi-brand booth at SiGMA Central Europe in Rome to take a closer look at one of their most technically impactful products: the Communications Hub. Designed as an all-in-one solution for digital businesses, the Communications Hub aggregates multiple verified communication providers – from SMS and calls to high-volume messaging services – into a single platform with one integration and one admin panel.
To explore the technology behind the product, we sat down with Bohdan Bulatsan, CTO of the Communications Hub and a seasoned software engineer with over a decade of experience.
At iGaming, speed and reliability are everything. How does Communications Hub keep messages flowing flawlessly even under pressure?
We have developed a new engine designed specifically to keep our customers’ messages moving smoothly, even during high-pressure periods. One of the key features is our block-geo mechanism, which allows account managers to block certain message types or specific regions when needed.
Combined with our backup system and intelligent routing, this ensures that messages continue to reach their destination reliably, no matter the load or external pressure.
You’ve made adding new providers incredibly fast. What’s the secret sauce behind this ‘integration magic’?
Our technical team is constantly improving the integration process because it’s a core priority for us. One of the main reasons we can move so fast is our universal SDK (Software Development Kit). It includes all the common features and connection points that most providers rely on, so when we start an integration, we can do it quickly and efficiently.
We also run strict pre-integration tests to catch any potential issues before going live. All of this makes the entire process smoother, more reliable, and much faster for our clients.
With so much analytics coming from every channel, how do you turn all that data into actionable insights for businesses?
That’s a good question. Our analytics model brings together all the data from every service and communication channel and aggregates it in one place. This makes it much easier for our customers to filter, understand, and work with the information quickly.
Because everything is centralized, businesses can see the full picture and make faster, more informed decisions that directly support their growth and profitability.
How is SiGMA going for the Communications Hub? What’s your feedback from the event and what are your plans for the future?
SiGMA has been a very good event for us. We’ve received a lot of positive feedback from visitors and participants, which is always great to see. Looking ahead, our focus is on expanding the product even further, adding new features and continuing to scale the Communications Hub to meet the needs of our clients.
The post Inside RedCore’s Communications Hub: The One-Integration Solution Powering Faster, Smarter Messaging appeared first on European Gaming Industry News.
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Peter & Sons Strengthens Its Nordic Footprint Through Partnership with Nordplay Group
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Award-winning game studio Peter & Sons has expanded its presence in the Nordic region through a new partnership with Nordplay Group, the acclaimed iGaming operator behind some of Sweden’s most celebrated online casino brands, including Frank & Fred, Pop Casino, Klirr, Jubla, and Onerush, which also serves players in Estonia and Finland.
Nordplay Group has established itself as a dynamic force in European iGaming — proudly global yet lean in operation, with a curated catalogue of premium entertainment enriched by its distinctive Nordic flair. Guided by its ethos, “We scale impact, not size,” the group continues to build a loyal player base across multiple regulated markets.
Through this collaboration, players across Nordplay Group’s platforms will also be among the first to experience Peter & Sons’ newest December releases — Bad Santa and Barbarossa: Dragon Empire. These fresh additions showcase the studio’s evolving creative direction, blending bold visual identity, heightened storytelling, and high-engagement mechanics. Alongside these launches, Nordplay Group’s audience will gain access to a curated selection of Peter & Sons titles featuring the studio’s signature offbeat characters, distinctive artistry, and immersive game worlds.
The Nordics remain one of Europe’s most competitive and innovation-driven iGaming regions. Partnering with Nordplay Group marks a significant milestone for Peter & Sons as the studio continues its expansion across key regulated European markets.
Yann Bautista, Commercial Director & Founder at Peter & Sons, said: “Partnering with Nordplay Group is a thrilling step in our Nordic journey. Their commitment to premium entertainment, modern player experiences, and smart, scalable growth aligns perfectly with our creative philosophy. We’re excited to bring our unique worlds, quirky characters, and next-gen mechanics to even more players across the region.”
Linda Guranova, Head of Games at Nordplay Group added: “Peter & Sons has carved out a distinctive identity in the industry — their imaginative slots, bold visual style, and narrative-driven gameplay truly stand out. We’re delighted to welcome their games to our brands and deliver even more memorable entertainment to our players in Sweden, Finland, Estonia, and beyond.”
This partnership highlights another important chapter in Peter & Sons’ European expansion, following recent market entries across the UK, Italy, the Netherlands, and other regulated jurisdictions.
The post Peter & Sons Strengthens Its Nordic Footprint Through Partnership with Nordplay Group appeared first on European Gaming Industry News.
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