DraftKings has announced the purchase of Blue Ribbon Software, an Israeli company specializing in jackpot games and time gamification that allows fully customizable promotions.
As explained by DraftKings in a press release, they will now be able to improve the customer experience by integrating BlueRibbon's unique jackpot functionality, including personalized promotions and rewards tailored to the individual customer or jackpots that are paid in the various offers of their products.
Paul Liberman, DraftKings co-founder and President, Global Technology and Product, highlighted that BlueRibbon's proven and patented technology will allow them to create dynamic incentives for their clients. He also mentioned: “we are excited to leverage this technology to further differentiate our product offerings and engage customers in new ways”.
We must underline that BlueRibbon was founded in 2017 by CEO Amir Askarov and CMO Dan Fischer, iGaming industry veterans with decades of experience working in regulated markets. In this regard, DraftKings emphasizes that the jackpot technology developed by BlueRibbon can be applied to any vertical, game or content.
On the other hand, in the words of Askarov: “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”.
Along the same lines, he has assured that joining DraftKings will allow them to continue developing their platform for a better user experience and strengthen the team in Tel Aviv.
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.
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