DraftKings Inc. (Nasdaq: DKNG) has acquired Blue Ribbon Software Ltd., a Tel Aviv-based leading global jackpot and gamification company (“BlueRibbon”) that provides platform-agnostic, real-time gamification tools that allow for fully customizable jackpot promotions. DraftKings says that it will now be able to enhance the 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.
No price was revealed for the acquisition. DraftKings intends to fully integrate BlueRibbon’s leadership and current employee base, located in Tel Aviv, into its global workforce. In addition, DraftKings intends to increase its hiring in its Tel Aviv office.
BlueRibbon was founded in 2017 by CEO Amir Askarov and CMO Dan Fischer, veterans of the iGaming industry with decades of experience working within regulated markets. Askarov and Fischer, together with Idan Fridman as CTO, led BlueRibbon’s development of jackpot technology that can be applied to any vertical, game or content. Customers are able to enjoy a seamless experience as they play the jackpots, offering a new layer of excitement and anticipation during gameplay.
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BlueRibbon calls itself a first of its kind, content-agnostic Jackpot Platform for iGaming operators. The company “innovative out-of-the-box yet fully customizable Jackpots across all gaming products, helping to increase player retention and loyalty while building brand differentiation for our partners.” BlueRibbon boasts that it combines proven marketing tools with deep data understanding to deliver unforgettable gaming experiences for both operators and players alike.
“Integrating BlueRibbon’s proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products,” said Paul Liberman, DraftKings co-founder and President, 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.”
“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,” said Amir Askarov. “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 is live with mobile and/or retail sports betting in 14 U.S. states, more than any other operator, and recently announced the acquisition of VSiN, a multi-platform broadcasting and content company delivering trusted sports betting news, analysis, and data to U.S. sports bettors.