Future Anthem appoints James Kennedy as Head of Partnerships

• Future Anthem names James Kennedy as Head of Partnerships to lead commercial strategy
• Kennedy’s experience at William Hill and BetVictor will help grow Amplifier AI
• Appointment boosts Future Anthem’s footprint in personalised, AI-driven player engagement

Future Anthem has appointed James Kennedy as its new Head of Partnerships, further developing the company’s global strategy.

Kennedy joins Future Anthem with more than 15 years of commercial and brand leadership experience from industry operators including William Hill, and BV Group brands BetVictor and talkSPORT BET. At talkSPORT BET, Kennedy led the brand and partnership strategy to advance in the UK market, while at BetVictor he was in charge with creative and digital strategies.

In his new position, Kennedy will oversee Future Anthem’s partnership strategy worldwide, deepening relationships with leading organisations such as EveryMatrix, Braze, Moveable Ink, Bede Gaming and Stats Perform. The aim is to expand Future Anthem’s partner ecosystem, which powers responsible, data-focused experiences for players across sports, casino and lottery.

“It’s a pivotal moment to be joining Future Anthem. Amplifier AI is redefining what’s possible with real-time personalisation, helping operators, platforms and suppliers create more engaging player experiences. I look forward to working with the team to strengthen our existing partnerships and build new relationships that will expand the reach and impact of our technology across the industry,” said James Kennedy, Head of Partnerships at Future Anthem.

Ian Tibot, Chief Commercial Officer at Future Anthem, commented:

“James brings deep industry expertise and a strong track record of building partnerships that deliver results. His appointment is key as we accelerate Future Anthem’s growth and expand the reach of Amplifier AI and our partner network.”

Future Anthem is recognised for its use of machine learning and AI to deliver tailored outcomes, supporting responsible growth and engagement for clients. Its main product, Amplifier AI, provides operators with fast-to-deploy modules that deliver real-time personalisation and responsible gaming features.

The technology processes high volumes of transactional data at scale, powered by cloud platforms such as AWS and Databricks.

Future Anthem’s clients include major names in gaming such as BCLC, evoke, Buzz Bingo, Betsson, Blueprint, Big Time Gaming and Eyecon.