Bet365 on the move thanks to geolocation change

Bet365 on the move thanks to geolocation change

Wednesday, April 15, 2015 Totally Gaming

Online gaming operator Bet365 says it can improve its revenues and customer experience after incorporating new geolocation technology from Digital Element.

Bet365 has signed up to use the global geolocation solutions company’s NetAcuity Edge within its gambling platform, saying it will simplify content localisation and automatically serve content and advertising in the correct language and currency for certain markets.

Bet365 added that the implementation of NetAcuity Edge would not only help improve relevance and response, but also boost financial returns in the long term.

NetAcuity Edge is already used by a number of big-name customers such as the BBC and Microsoft.

“To ensure that our players get a customised experience, it’s imperative bet365 uses accurate, reliable and up-to-date IP geolocation data,” Bet365 technology chief executive officer Martin Davies said.

“Digital Element’s NetAcuity Edge technology provides us with the most accurate data available, enabling us to operate with confidence that we are offering the best experience possible as well as remaining compliant with any geographic restrictions.”

Charlie Johnson, vice-president of Digital Element in the UK and Ireland, added: “We are delighted to be working with bet365 to enhance the user experience for their players. The multifaceted applications of our data will allow enhancements to the player's experience no matter where they are based.”

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