GuardDog of Underdog invests in idPair

March 4, 2024
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The product looks to create a centralized view of consumer behavior across multiple gambling platforms.

Fantasy sports company, Underdog, has announced an investment in idPair through its brand GuardDog, which is Underdog’s responsible gaming innovation fund. 

The product, idPair, aims to enhance consumer protection in gaming through tools and research, with its propriety technology creating a centralized view of an individual’s activity across a variety of gambling platforms, providing for universal responsible gaming limits. 

The company is active in many jurisdictions and helps bridge information gaps by working with legislators, regulators and operators to detect and mitigate harm from high-risk gambling across platforms; idPair has also partnered with several universities to help with the study of data. 

As well as the investment involved in this deal, idPair will also have access to advisors, mentors and investors, while also being given priority for integration into Underdog’s product offerings. 

Underdog VP, Responsible Gaming, Adam Warrington, said: “Most users play with more than one operator for their gaming activity. The opportunity we see with idPair is the ability to connect people and their play, and use those insights to inform enhanced responsible gaming initiatives.  

“Operators can only focus on their individual platforms. We believe that the ability to partner with regulators using idPair’s technology will create opportunities for partnerships that advance safer play.” 

CEO of idPair, Jonathan Aiwazian, added: “We are thrilled about GuardDog’s investment and partnership with us.  

“By leveraging their vast network and data, we can accelerate our mission to drive collaborative information sharing among operators and regulators, ultimately fostering a safer and more sustainable environment for all. Together, we look forward to making significant leaps in consumer protection and industry innovation.” 

In other responsible gaming news, the National Council on Problem Gambling (NCPG) has announced that it is to lead March’s Problem Gambling Awareness Month (PGAM), with the theme this year being ‘every story matters.’ 


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