DraftKings acquire Tel Aviv-based gamification company BlueRibbon

Written By Andrew Boggs on April 9, 2021 - Last Updated on February 23, 2024

DraftKings, the digital sports entertainment and gaming company, has announced that they have acquired Blue Ribbon Software. Blue Ribbon Software or BlueRibbon is a Tel Aviv-based leading global jackpot and gamification company.

The acquisition

Now that DraftKings have acquire BlueRibbon, they will be able to enhance their customer experience by integrating BlueRibbon’s unique jackpot functionality, including personalized promotions and rewards tailored to the individual customer or jackpots that pay out across DraftKings’ various product offerings.

DraftKings have also committed to the current workforce of BlueRibbon. They have announced that they will fully integrate BlueRibbon’s leadership and current employee base, located in Tel Aviv, into their global workforce. They also intend to increase their hiring in their Tel Aviv office.

Comments from the organisations

Blue Ribbon Software was founded in 2017 by CEO Amir Askarov and CMO Dan Fischer. Their aim was to develop jackpot technology that could be applied to any vertical, game or content. If you wanted to place a wager on a sporting event, and esports tournament, or even virtual sports, their jackpot technology could create a seamless experience as they play the jackpots, offering a new layer of excitement and anticipation during gameplay.

Paul Liberman, DraftKings co-founder and President, Global Technology and Product, wrote in their press release: “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.”

BlueRibbon CEO, Amir Askarov also added: “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.”

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The US sports betting market

Right now, DraftKings offer mobile and/or retail sports betting in 14 US states. That is more than any other current sport betting operator. However, they are far from the dominant force. They have significant competition from the daily fantasy sports betting site, FanDuel.

In fact, FanDuel have recently announced some new partnerships with major Detroit sports teams. FanDuel has agreed new partnerships with the Major League Baseball franchise the Detroit Tigers and the National Hockey League team the Detroit Red Wings, as part of their expanded deal with Michigan’s MotorCity Casino.

Now that betting regulations are loosening across North America, there will be more and more operators looking to cash in on the new betting markets. Acquisitions like these are important for the major players to remain relevant and keep on top of the industry. If DraftKings can make every part of their betting experience as good as possible, they are less likely to lose users to newer operators. They are dependant on their partnerships and acquisitions to stay ahead of the pack and make the most of the new betting markets.

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Andrew Boggs

Andrew is a Northern Ireland based journalist with a background in esports and VR reporting. He grew up in County Down, Northern Ireland, and graduated from Ulster University with a Masters's degree in Journalism.

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