Bet365 Adds Geolocation Technology
One of the leading operators in the online gambling industry, the Bet365 group, has entered into an agreement with one of the biggest providers of IP geolocation technology, Digital Element.
In terms of the deal between UK-based Bet365 and Digital Element, the group will implement Digital Element’s NetAcuity Edge IP geolocation technology which will see the group localize website content and improve the user experience.
According to the Chief Executive Officer of Technology at Bet365, Martin Davies, Bet365 serves 17 million international customers in more than 200 countries and operates in 17 different languages. Davies added that by deploying IP geolocation, it will allow the company to simplify content localization and will automatically serve advertising and content in the correct currency and language, thus improving revenues, response and relevance.
Davies also explained that it is imperative for Bet365 to use reliable, accurate and up to date IP geolocation data
in order to ensure that their players get a customized experience. He added that Digital Element’s NetAcuity Edge technology provides the most accurate data available and will enable them to operate with confidence, knowing that they are offering customers the best experience possible as well as remaining compliant with any geographic restrictions.
Digital Element’s Vice President, UK and Ireland, Charlie Johnson, revealed that they are thrilled to be working with Bet365 in order to enhance the user experience for their players. He added that the multifaceted applications of their data will provide enhancements to the player’s experience, no matter where they are based.
Bet365 joins Digital Element’s high-profile clients that include Yahoo’s BlueLithium, Infections Media, DoubleClick, MediaMath, AerTV, BBC, Vibrant Media, AOL’s ADTECH, Flashtalking, Media iQ, Microsoft and Channel 5.