DraftKings snaps up jackpot marketing platform BlueRibbon
US operator continues acquisition spree with undisclosed deal for Tel Aviv-based CRM firm
DraftKings has sealed a deal to acquire jackpot marketing and gamification platform BlueRibbon.
BlueRibbon was founded in 2017 by former Playtech executives Amir Askarov and Dan Fischer and provides gamification tools that allow for personalized jackpot promotions for customers.
DraftKings will now integrate the firm’s proprietary jackpot functionality across its product portfolio in the US.
The terms of the deal were not disclosed. The agreement marks DraftKings’ second M&A move in a matter of weeks after buying betting broadcaster VSiN in March.
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 expertize 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,” he added.
DraftKings has pledged to integrate the Tel Aviv-based BlueRibbon business and its existing employees and has committed to a hiring spree in the Israeli city.
Askarov is CEO of the business and Fischer is CMO. Idan Fridman, formerly of Playtika, is CTO.
Askarov said: “We created BlueRibbon to give companies the ability to differentiate themselves within the highly competitive sports betting and igaming industries with a 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,” he added.