US online gambling operator DraftKings on Monday announced that it has bought Tel Aviv-based jackpot and gamification company BlueRibbon Software.
DraftKings said the move will help it enhance customer experience. The operator will now integrate BlueRibbon’s unique jackpot functionality and other marketing tools as it grows its presence in the US iGaming market.
BlueRibbon was formed in 2017 by online gambling industry veterans Amir Askarov, who serves as the company’s CEO, and Dan Fischer, its CMO. The two executives, together with BlueRibbon CTO Idan Fridman, led the iGaming software maker’s development of jackpot technology that can easily be harnessed in any vertical, game or other type of content.
Its software analyzes every player’s individual gaming behavior and creates jackpot models that are tailored to users’ playing patterns. This helps operators with retention. BlueRibbon’s jackpots can be driven by time or various events or be based on players’ individual achievements in one game or another.
As part of DraftKings, BlueRibbon will see its new owner integrate all of its platform-agnostic, real-time gamification tools, including its unique jackpot functionality, personalized promotions and rewards that are tailored to the individual player or jackpots that will pay out across the US gambling company’s various product offerings in a number of states.
The acquisition of the Israeli software maker and supplier is DraftKings’ second of this year and also the second one announced in as many weeks. Late last month, the operator revealed that it has purchased multi-platform sports betting company Vegas Sports Information Network, Inc. to bolster its content capabilities, while also augmenting VSiN’s ability to broaden its audience of sports fans at an exciting time for the US wagering industry.
Acquisitions Come as Part of DraftKings’ Business Strategy
The acquisition of VSiN and BlueRibbon do not come as a big surprise as DraftKings said in its most recent financial report that transactions that seek to add “new or complementary businesses, products, brands, or technologies” are part of its business strategy.
DraftKings said that it would fully integrate BlueRibbon’s leadership and current Tel Aviv employee base into its global workforce and that it plans to increase its team in its Tel Aviv office. According to public filings, the operator currently has more than 2,600 employees in eight countries.
Commenting on their most recent acquisition, DraftKings co-founder and President, Global Technology and Product Paul Liberman said that “integrating BlueRibbon’s proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products.”
He went on to say that the team behind the software provider will bring technical and gamification expertise and considerable industry experience to his company and that they are excited to be able to leverage its technology and thus “further differentiate our product offerings and engage customers in new ways.”
BlueRibbon CEO Amir Askarov said that they founded the software provider to offer companies the ability to “differentiate themselves within the highly competitive sports betting and iGaming industries with a unique and innovative marketing platform” and that joining DraftKings will enable them to continue to strengthen their platform and Tel Aviv-based team and enhance player experience.
Source: DraftKings Acquires BlueRibbon, Tel Aviv-Based Leading Global Jackpot and Gamification Company, DraftKings Newsroom, April 5, 2021