DraftKings finalises acquisition of BlueRibbon Software

Financial terms of the deal were not disclosed, but DraftKings said it would now use BlueRibbon’s jackpot functionality to improve customer experience for its players.

This, DraftKings said, will include personalised promotions and rewards tailored to individual customers and jackpots that pay out across its product offerings

BlueRibbon was founded in 2017 by its chief executive Amir Askarov and chief marketing officer Dan Fischer.

DraftKings said it intends to fully integrate BlueRibbon’s leadership and current employee base into its global workforce.

“Integrating BlueRibbon’s proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products,” DraftKings’ co-founder and president of global technology and product, Paul Liberman, said.

“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’s Askarov 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.”

The deal comes after DraftKings last week also acquired US-facing multi-platform broadcast and content provider Vegas Sports Information Network (VSiN).

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