Bet365 to integrate Digital Element IP geolocation technology

The geolocation technology will enable Bet365 to simplify content localization and automatically serve content and advertising in the correct language and currency for certain markets.

Bet365 said the implementation of NetAcuity Edge would not only help improve relevance and response, but also boost revenue in the long-term.

“To ensure that our players get a customized 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.”

NetAcuity Edge is already utilised by a number of high-profile customers such as UK public-service broadcaster the BBC, multinational corporation Microsoft and in-content contextual technology firm Vibrant Media.

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.”