Financial terms of the deal were not disclosed, but DraftKings said it would now use BlueRibbon’s jackpot functionality to improve customer experience for its players.

This, DraftKings said, will include personalised promotions and rewards tailored to individual customers and jackpots that pay out across its product offerings

BlueRibbon was founded in 2017 by its chief executive Amir Askarov and chief marketing officer Dan Fischer.

DraftKings said it intends to fully integrate BlueRibbon’s leadership and current employee base into its global workforce.

“Integrating BlueRibbon’s proprietary, proven technology will enable DraftKings to create dynamic incentives for our users as they engage with our products,” DraftKings’ co-founder and president of global technology and product, Paul Liberman, said.

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Image: World Poker Tour