Fennica Gaming and Future Anthem announced a partnership on 3 September 2026 that makes Future Anthem’s AI personalisation products available to Fennica’s customers. The agreement covers draw-based lottery, casino, sports, instant-win and bingo products.
According to Fennica’s announcement, customers gain access to three modules: Real-Time Experiences, Dynamic Audiences and Content Recommendations. Future Anthem says customers can access the products through their existing relationship with Fennica.
Three uses for behavioural data
The modules address different parts of the player experience. Future Anthem describes Real-Time Experiences as a system that uses live and historical behaviour to inform personalised actions. Its machine-learning predictions feed a configurable decision engine, which applies commercial rules and eligibility conditions.
Dynamic Audiences supports the creation of audiences in real time, while Content Recommendations provides individual game and sports recommendations. The latter uses transactional history and behavioural profiles, with outputs available through an API.
This gives product and CRM teams several possible entry points: content selection, audience definition or responses to activity during a session.
A new route to personalisation tools
The agreement broadens the technology available through Fennica’s supplier relationship. Neither partnership announcement identifies a first customer deployment or presents measured results from the new arrangement.
For a lottery or gaming operator considering adoption, an initial project should therefore define the specific experience to change and how success will be measured. A recommendation carousel and an automated bonus intervention require different evaluation criteria, data inputs and controls.
The practical procurement question is which module fits an existing product need, followed by the integration work and operating responsibilities required to use it.