Bet365 adds geolocation technology

One of the online gambling industry’s biggest operators, the UK-based Bet365 group has inked a deal for geolocation technology from supplier Digital Element which will see the company’s NetAccuity Edge product installed to localise website content and improve the user experience.

Bet365 serves 17 million international customers in over 200 countries and operates in 17 different languages. Deploying IP geolocation enables the company to simplify content localisation and automatically serve content and advertising in the right language and currency, improving relevance, response and revenues, Martin Davies, CEO – Technology, bet365 said in a statement Monday.

“To ensure that our players get a customised experience, it’s imperative bet365 uses accurate, reliable and up-to-date IP geolocation data,” he explained.

Bet365 joins some of Digital Element’s other high-profile clients including the BBC, Channel 5, AerTV, Microsoft, MediaMath, Media iQ, DoubleClick, Flashtalking, Infectious Media, AOL’s ADTECH, Yahoo’s BlueLithium, Vibrant Media.

Related and similar