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The purchasing of BlueRibbon Software by DraftKings follows the acquisition of multi-platform broadcast and entertainment firm Vegas Sports Information Network (VSiN) by the organisation last week.
According to the company, the change would allow it to improve the consumer experience by incorporating BlueRibbon’s jackpot feature, which includes personalised discounts and incentives targeted to each individual customer, as well as jackpots that pay out across all of DraftKings’ product offerings.
Paul Liberman, DraftKings co-founder and president of global technology and product said: “Integrating BlueRibbon’s proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products.
“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.”
DraftKings plans to completely incorporate BlueRibbon’s leadership and existing Tel Aviv-based employee base into its global workforce, as well as expand recruiting in its upcoming Israel centre.
Unique and innovative marketing platform
Amir Askarov, CEO of BlueRibbon said: “We created BlueRibbon to give companies the ability to differentiate themselves within the highly competitive sports betting and igaming industries with unique and innovative marketing platform.
“Joining DraftKings will allow us to continue to build our platform to enhance the player experience and to strengthen our Tel Aviv-based team.”
Last week, DraftKings expanded its content capability through its VSiN purchase, claiming that it would also broaden its own audience in tandem with the legalisation of sports betting in the United States.
Per day, VSiN, based in Las Vegas, creates, manufactures, and distributes up to 18 hours of live linear sports betting content. The broadcaster’s original programming is available on a number of video and audio outlets, including Comcast Xfinity, Sling TV, fuboTV, Rogers’ Sportsnet, MSG Networks, NESN, AT&T Pittsburgh, Marquee Sports Network, a dedicated channel on iHeartRadio, and TuneIn, in addition to its 24/7 stream.