Data and AI specialist Future Anthem has appointed former Churchill Downs executive Matt Nichols to the newly created position of general manager of the Americas.

Nichols will be responsible for leading Future Anthem’s business and building an on-the-ground team in the Americas as the company aims to deliver on its regional growth strategy, following its recent multi-million dollar Series A financing round.

US-based Nichols joins Future Anthem from Churchill Downs Incorporated, where he was senior director of corporate development, working on numerous land-based gaming projects while also developing strategy for a B2B online horse racing product.

Before Churchill Downs, Kentucky-born Nichols traversed a variety of disciplines and industries, including strategy, project management, commercial banking, and wealth management at companies including Bank of America and US convenience store brand Thorntons.

“I am beyond thrilled to join the Future Anthem team to lead their growth into the Americas’ online gaming markets,” Nichols commented.

Future Anthem CEO Leigh Nissim: “This is a huge step in the development of Future Anthem – we have always been keen to establish ourselves locally in the US market and to be able to respond to customer needs quickly.”

He said Future Anthem CEO Leigh Nissim “has identified a compelling market gap”, while the company’s “first-class team is building industry-best AI and data products that add tremendous value to operators and game studios by personalising player experiences across sports betting and casino.

“Future Anthem is already in advanced discussions with a number of prospective new partners in the Americas,” he added.

Nissim, meanwhile, highlighted that the “Series A financing has unlocked a monumental shift” for Future Anthem.

“We have wasted no time in delivering on our vision and strategy for the Americas by hiring Matt to lead our growth in this key market.

“This is a huge step in the development of Future Anthem – we have always been keen to establish ourselves locally in the US market and to be able to respond to customer needs quickly. Matt’s experience makes him the perfect appointment for this crucial new role,” he added.

Future Anthem’s clients include more than 20 leading operators and studios such as Bally’s, Betfred, Big Time Gaming, Blueprint Gaming and Paddy Power Betfair.

In August, Future Anthem welcomed Julie Haddon as non-executive director and Ian Tibot as chief product officer.