Fennica Gaming Partners with Future Anthem to Bring Real-Time AI Personalisation to Digital Gaming
Fennica Gaming has announced a partnership with Future Anthem that makes the AI firm’s entire real-time platform available to its customers. Announced on 3 September 2026, the deal opens Future Anthem’s full product range to the lotteries and licensed operators that Fennica supplies on a B2B basis. The Fennica Gaming Future Anthem partnership covers personalisation across draw-based, casino, sports, instant win and bingo products.
It looks, on the surface, like a routine supplier tie-up. It isn’t quite. What’s changing hands here is distribution, and in a market where real-time personalisation is fast becoming a baseline expectation, distribution is the whole game.
Why the Fennica Gaming Future Anthem partnership matters now
Personalisation has quietly shifted from a differentiator into a default. Players expect experiences shaped around them, and operators that can’t deliver that increasingly feel the gap. Building the capability in-house, though, is slow and costly. That’s the problem this deal sidesteps. By packaging Future Anthem’s platform through a single B2B partner, Fennica lets its customers adopt real-time AI without a multi-year development cycle behind it.
What the Future Anthem real-time AI platform actually involves
The partnership brings Future Anthem’s full product range to Fennica’s customers. That includes three core modules: Real-Time Experiences, Dynamic Audiences and Content Recommendations. They run across draw-based, casino, sports, instant win and bingo products, which is a wide spread for a lottery-focused supplier.
The speed is the part operators will notice. Future Anthem says its platform delivers personalised player experiences in under 100 milliseconds, fast enough to act in the moment rather than after it. The company’s roster already spans commercial brands including Flutter, evoke, Betsson and Bet365, alongside regulated lotteries such as BCLC, OLG, Allwyn and LQ, and platform collaborations with EveryMatrix, OpenBet and Playtech.
What Fennica Gaming customers gain from the Future Anthem platform
Here’s what a platform head actually does with this. The build-versus-buy question on AI personalisation just got easier to answer for anyone in Fennica’s customer base. Instead of scoping an in-house model, hiring for it, and waiting, the capability is now available to switch on through an existing supplier relationship.
Leigh Nissim, CEO and Founder of Future Anthem, said: “Anthem works with leading lotteries globally who are committed to giving their players the most personalised experiences – and Fennica has built a well-deserved reputation for trust and innovation. This partnership will support their ambitions to continue to lead across multiple markets, and it reflects the growing demand from lotteries for real-time personalisation.”
The read on that is straightforward. Nissim isn’t selling a product so much as a direction of travel, and he’s betting that lotteries specifically are the ones now reaching for it.
The responsible gaming question hanging over real-time personalisation
Personalisation in regulated markets carries a tension that this deal doesn’t erase. The same real-time data that tailors a player’s experience also raises the question of how far tailoring should go, particularly where player protection is under scrutiny. Fennica has framed its side of the deal around that tension rather than away from it.
Luai Mahjneh, SVP, Ecosystem and Platform at Fennica Gaming, said: “This partnership with Future Anthem aligns with our strategic vision to build sustainable growth through responsible gaming, long-term player engagement and continuous learning driven by real player data. We look forward to working with a truly innovative partner to further strengthen our ability to deliver responsible, player-centric game experiences to our B2B customers.”
The wording is deliberate. “Responsible” and “sustainable” do a lot of work in that sentence, and in a regulated lottery context, they have to. The execution is what will be judged, not the intent.
What Comes Next for the Regulated Gaming Market?
The deal itself is modest. What it signals is not. Personalisation is moving from something operators invest years to build into something they source through a partner, and that shift changes the competitive maths for every lottery weighing its own AI roadmap. Expect rival suppliers to feel pressure to offer something comparable, and expect the operators who move first on distribution to gain ground on those still deciding whether to build. The edge, for now, belongs to whoever plugs in fastest.
Source: Fennica Gaming
