Ex-Ladbrokes Financial Boss Laura Bird Joins Future Anthem


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Carl Hughes Betting Expert

Updated:December 14, 2022

Gambling industry AI software company Future Anthem has just announced that it has successfully recruited Laura Bird as its new Chief Financial Officer which will is a brand new position created for her arrival. A highly experienced financial professional, Bird was previously a financial controller for UK sports betting company Ladbrokes. She also held that position at mobile gaming content developer Gaming Realms, and has worked at different levels of financial responsibility with companies such as Tau Marketing Services, Ocado, and NBC Universal throughout a career spanning over 15 years. Qualified, ambitions, and forward-thinking, Bird is an exciting new addition to the Future Anthem family and is set on doing bigger and better things in the coming months.

It has been confirmed that the main responsibilities for Bird in her new position will include financial planning, and working together with Future Anthem’s CEO Leigh Nissim in deciding on new investment strategies for the company. Headhunted by Future Anthem, Bird leaves behind her position as Finance Director at Access Intelligence, a London-based PR & Communications Software Developer founded in 2003, whose stock price has coincidentally gone down over 31% today.

Bird appears to be exactly the type of employee that Future Anthem likes to recruit. She combines extensive experience in the UK sports betting and eGaming industry with motivation and innovative ideas. One of the major milestones in her career was the successful merger of Ladbrokes and Coral in 2016. On joining the company, Bird said:

“Having spent many years working within the industry, it’s abundantly clear to me that this is a hugely exciting company with ambitions to match my own.”

Future Anthem is a data science company which uses advanced AI processes to improve the experience for bettors in the UK sports betting market. Its state-of-the-art software Amplifier AI is based on a platform called Anthemetrics, which is the first of its kind to be seen by the online betting, gaming, and casino industry. According to Future Anthem, since its inception, the AI system has processed over 75 billion real money casino spins across over 20,000 games. The brilliance of this product was not lost on the UK online betting sites, and the company has since reached agreements for its services with leading UK sports betting companies such as Betfred, Paddy Power, and Betfair. If you are would like to find more about Betfred, please check out our review, and consider their current introductory offer of “Bet £10 get £60”. Alternatively, Betfair currently offer up to £100 in free bets – full details can be found in our Top Betting Sites Offers for December 2022 list.

The feedback and reviews about Anthemetrics and Amplifier AI have been glowing, with the Managing Director of Betfred Digital stating:

“Taking advantage of Future Anthem’s existing technology, AI models […] enables us to satisfy more of our objectives in a shorter timeframe.”

Further praise comes from Gamesys (Bally subsidiary) Director of Sustainability Kevin Clegg, who observed, “Future Anthem’s technology and approach to responsible gambling are both cutting-edge and complementary to our own.”

The glowing reviews are not surprising as Future Anthem takes real pride in its work. The company has been expanding rapidly in recent months, and has increased its employee numbers by 30%. Some notable hires of late include Head of People Emma Ferguson, CPO Ian Tibot, and the newly appointed (and first to hold the position) manager for Americas Matt Nichols. Reportedly, Nichols was a highly sought after professional recruited (i.e. stolen) from his former executive position at Churchill Downs.

Speaking about Bird’s hire, Future Anthem CEO Leigh Nissim remarked:

“Future Anthem has a very clear growth plan that we are delivering on and which is allowing us to attract the best talent from the industry and beyond. Laura has a highly tuned commercial approach that will unlock value and potential across the business and for our partners, helping drive us forward as we continue our expansion into 2023.”

Some of the most important functions of Future Anthem’s Amplifier AI software are directly developed with improving the sports betting and online gaming industry in mind. The purpose of the software is to allow betting and gambling companies to understand better how customers interact with their games, and to optimise the content and services they offer in order to provide better experience. By analysing the data intelligently, Future Anthem provides sports betting and casino providers with the tools they need to offer engaging and seamless player-platform interaction and to grow and develop responsibly and sustainably in the current online gaming and gambling market.

The collaboration between Bird and Future Anthem is welcome news for gambling experts in the UK who anticipate further expansion and growth for the company across the UK sports betting market in the coming months.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".