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bet365 Incorporates Digital Element’s IP Geolocation Technology into Global Gambling Platform

Industry-leading IP geolocation technology deployed to enhance the online gaming experience

London, UK, 14th April, 2015: Digital Element, the leading provider of IP geolocation technology, today announced that bet365, one of the world’s leading online gambling companies, has implemented its NetAcuity Edge™ IP geolocation technology to localise website content and improve the user experience.

With its global audience, bet365 serves 17 million 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.

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

Founded in 1999, Digital Element is the industry pioneer of IP geolocation intelligence, and its NetAcuity technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, the company’s NetAcuity® Solution Suite provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

“We are delighted to be working with bet365 to enhance the user experience for their players,” commented Charlie Johnson, Digital Element’s Vice President, UK and Ireland. “The multifaceted applications of our data will allow enhancements to the player’s experience no matter where they are based.”

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.

About Digital Element

Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives – from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit for more information on how to bring the power of location to the online world. Follow us on Twitter @DigitalElement and like us on Facebook.

Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.

About bet365

Founded in 2000 in North Staffordshire, bet365 is the world’s largest online sports betting company. The company employs more than 2,000 people, is live in 17 languages and delivers an unrivalled online experience to over 14 million customers worldwide. Giving its development teams the freedom to innovate is key to its success. Today bet365 continues to push technological boundaries and break new ground in software innovation.

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