Future Anthem Welcomes Responsible Gambling Leader Svend Aage Kirk as Expert Advisor

Key appointment a ‘critical step’ in Future Anthem’s vision and journey to innovate with AI and personalisation for safer player experiences

Future Anthem, the pioneering artificial intelligence (AI) and data science powerhouse, has appointed Svend Aage Kirk (pictured) in the role of Expert Advisor for its Sustain AI module as the company continues to innovate with AI to offer sustainable and safer player experiences.

Through its flagship product, Amplifier AI, Future Anthem personalises every step of a player’s journey. It is built with responsible gambling and player health at its core and features the Sustain AI module. This includes real-time machine learning models that have run across 35 billion betting transactions, helping operators to reinforce safer play by identifying player risk 72% faster than traditional methods.

Kirk will lead the commercial strategy for Sustain AI, influencing the direction of the product, as well as Future Anthem’s wider approach to safer gambling. Sustain AI is designed to allow operators to positively comply with regulations in different jurisdictions including the reforms set out in the recent United Kingdom government ‘white paper’ through real-time interventions that are designed to reduce player risk with personalised messages.

Kirk’s appointment recognises the opportunity for Future Anthem to make AI-led real-time innovations to ensure best practice and set new standards in responsible gambling. He brings a wealth of experience to the business having been Chief Executive Officer and a co-founder of Mindway AI among a number of sales, marketing and executive roles over more than 40 years.

“Future Anthem is the clear market leader when it comes to the development of groundbreaking artificial intelligence and machine learning tools that encourage responsible play,” said Kirk. “The company has a vision to blend commercial and responsible gambling, offering a one-of-a-kind suite of unmatched personalisation products. I am excited to be a part of Future Anthem’s journey and I am confident my experience can help elevate the company to new heights in this important area of the industry.”

“Understandably, to date, most of the industry focus in this area is on compliance, which we plan to build on by extending Future Anthem’s approach from responsible to sustainable gambling, headlining the importance of player health,” the Chief Executive Officer for Future Anthem, Leigh Nissim, said. “Svend is someone that I have known and admired for several years; he has a first-class track record in both AI and responsible gambling. His appointment is a critical step in our vision that will see Future Anthem lead the charge in this important area of the industry and the beginning of the next stage in Future Anthem’s journey to measuring and reinforcing sustainable play.”