DraftKings completes acquisition of golf pricing firm Dijon Systems
Boston-based company finalises undisclosed deal for Mustard Systems subsidiary as it looks to bring enhanced golf pricing capabilities in-house
DraftKings has completed the acquisition of golf pricing firm Dijon Systems to enhance its golf betting product.
Dijon Systems is the subsidiary of Mustard Systems, which owns and operates the golf betting model and pricing arm, Mustard Golf.
Founded in 2014 and based out of Hammersmith, London, Mustard Systems develops pricing models for various sports and sells them to both licensed operators and professional gamblers.
According to Companies House, former Betfair heads James Lester and Tom Rolfe are listed as Mustard Systems’ directors, while trading veteran Jasper White is named as a person with significant control.
Dijon Systems was registered with Companies House in February 2024 as a subsidiary of Mustard Systems.
The undisclosed deal will see DraftKings bring golf pricing capabilities in-house, allowing the operator to provide an enhanced golf betting offering to its customers.
In addition to tapping the Mustard Golf trading team’s “extensive live betting expertise”, DraftKings plans to add its own technology to the golf pricing operations.
The Boston-based firm will look to introduce new bet types for golf markets, which will “broaden the depth and variety of available golf betting markets for DraftKings players”.
Greg Karamitis, chief revenue officer at DraftKings, said: “Golf betting continues to gain traction among our players, and adding Mustard Systems’ golf technology and its talented golf team will only sharpen our edge in creating an expansive and dynamic golf product offering.
“This deal strengthens our ability to innovate in the golf space and provides us with an opportunity to deliver fresh and exciting options for golf fans.”
The deal represents DraftKings’ latest acquisition as it looks to strengthen its online sports betting offering.
Back in August, the firm agreed an undisclosed deal to acquire sports betting supplier Simplebet in order to bolster its in-play betting capabilities.
This followed on from the operator’s acquisition of odds pricing firm Sports IQ Analytics back in May.