DraftKings has documented the purchase of BlueRibbon Software, which follows up on last week’s acquisition of multi-platform broadcast and content firm Vegas Sports Information Network.
The move, says the firm, will enable it to enhance the customer experience by integrating BlueRibbon’s jackpot functionality, including personalised promotions and rewards tailored to the individual customer or jackpots that pay out across DraftKings’ various product offerings.
“Integrating BlueRibbon’s proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products,” stated Paul Liberman, DraftKings co-founder and president of global technology and product.
“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 intends to fully integrate BlueRibbon’s leadership and current employee base, located in Tel Aviv, into its global workforce, in addition to also increasing hiring in its new Israel hub.
“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,” added Amir Askarov, CEO of BlueRibbon.
“Joining DraftKings will allow us to continue to build our platform to enhance the player experience and to strengthen our Tel Aviv-based team.”
DraftKings last week lauded its VSiN purchase, which it says will enable it to build out its content capabilities and augment the firm’s ability to broaden its own audience alongside the expansion of legal US sports betting.
VSiN, which operates out of Las Vegas, develops, produces, and distributes up to 18+ hours of live linear sports betting content each day. In addition to its 24/7 stream, the broadcaster’s original content is accessible through multiple video and audio channels including Comcast Xfinity, Sling TV, fuboTV, Rogers’ Sportsnet, MSG Networks, NESN, AT&T Pittsburgh, Marquee Sports Network, a dedicated channel on iHeartRadio and TuneIn.