DraftKings acquires Blue Ribbon Software

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DraftKings has acquired Tel Aviv, Israel-based BlueRibbon Software, a jackpot and gamification services company that specializes in customizable jackpot promotions.

DraftKings bought Blue Ribbon for an undisclosed price.

“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.”

DraftKings plans to introduce personalized promotions and rewards to tailored to individual customers. The Boston-based sports betting and daily fantasy sports operator will fully integrate BlueRibbon’s leadership and current employee base and grow hiring in its Tel Aviv office.

BlueRibbon was founded in 2017 by iGaming veterans Amir Askarov (CEO) and Dan Fischer (CMO). BlueRibbon claims its jackpot technology can be applied to any vertical, game or content.

“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 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 on a bit of a shopping spree, having just acquired sports betting broadcast company VSiN last week.

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