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DraftKings Acquires Blue Ribbon Software to Engage Customers
April 7, 2021 Alex Hoffmann
Boston-based DFS Operator Teams up for Gamification
Famous American daily fantasy sports operator, DraftKings Inc., has announced full-scale acquisition of BlueRibbon Software Ltd., a leading Israeli high-tech company that provides platform-related and real-time gamification tools for iGaming.
The sports betting operator from Boston is looking for new ways to enhance customer experience across 14 states, and by integrating “unique jackpot functionalities, personalized promotions and rewards” designed for each individual customer will certainly diversify the company’s product offerings like never before.
Leveraging Technology Development
According to Paul Liberman, co-founder and president of global technology and product at DraftKings, integrating BlueRibbon’s in-house developed, acclaimed technology will help the operator create dynamic incentives and engage s with new products in a very short amount of time.
“The team at BlueRibbon brings technical and gamification expertise and broad industry experience to DraftKings, and we are excited to leverage this technology to further differentiate our product offerings and engage customers in new ways,” explains Liberman.
Famous for delivering out-of-the-box solutions to the online gambling market, BlueRibbon was founded in 2017 by CEO Amir Askarov and CMO Dan Fischer, experts from the iGaming sector with decades of experience in the business.
Meanwhile, Idan Fridman, CTO, has endorsed BlueRibbon’s development of jackpot technology which can now be applied to any vertical, game or content. Thanks to studio’s expertise, customers of DraftKings will be able to experience a new layer of jackpot excitement and anticipation during gameplay at any moment.
As stated by Askarov, BlueRibbon is capable of supplying each iGaming company with a highly competitive sports betting and online gaming solution, backed with unique and innovative marketing platform mechanics. DraftKings will give the Tel Aviv brand a chance to grow and build its authentic gamification products according to player experience, while at the same time strengthening its Israel-based team.
As one of the leading daily fantasy sports contest providers in the United States, DraftKings intends to fully integrate BlueRibbon’s leadership, including its Tel Aviv office into its global workforce.
Now live with mobile and retail sports betting in 14 U.S. states, DraftKings has recently also revealed another acquisition. VSiN, a multi-platform broadcasting and content company specializing in delivering trusted sports betting news, analysis and data will become part of the group in the weeks as well.
In Partnership with the Greats
Among the latest operators to sign up for BlueRibbon’s customizable jackpot solutions are also some of the greatest brands on the market, including NetBet, SuperSeven and Scientific Games who signed an agreement with the operator in December 2020.
The company has concluded more deals in the last couple of months, providing partners across many regulated markets with customizable jackpot, retention and engagement solutions.
The Stars Group, GiG and Fast Track are among the partners of this Israel-based software company whose future is now fully concentrated on the developing and emerging US market.
Source:
“DraftKings Acquires BlueRibbon, Tel Aviv-Based Leading Global Jackpot and Gamification Company”, draftkings.com, April 5, 2021.
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Draftkings has grown so much over the years, but I wasn’t aware of their tendencies to unite with software companies with gamification products. Hope they won’t gamify too much.