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American betting group DraftKings has announced that they've purchased Blue Ribbon Software out of Israel, giving the operator a new jackpot and gamification tool for their expansion.
The purchase will see Blue Ribbon falling into the DraftKings umbrella of products and will allow the operator to use customizable jackpot promotions. Additionally, the company will be able to custom-tailor rewards on casino and sportsbetting platforms. DraftKings is working to expand its sportsbetting and casino operations in the United States, where legislatures are increasingly legalizing the activities.
Commenting on the deal DraftKings Co-Founder Paul Liberman said, "Integrating BlueRibbon's proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products. 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."
Blue Ribbon CEO Amir 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."