Radar, a geolocation company that has traditionally served clients in the retail and food sectors, is putting a twist on pricing as it seeks to expand into the sports betting space.
The move means more competition for GeoComply, the Vancouver-based geolocation and fraud detection company that has had a stranglehold on providing location services to wagering operators since betting became a states’ rights issue in 2018.
Radar has historically provided location services to national companies ranging from Dick’s Sporting Goods to Dairy Queen. Earlier this month, it announced expanded services that include fraud detection and geo-compliance in advance of its planned entry into the digital gambling world. According to the company website, it can detect spoofing and device tampering, in addition to offering location services as precise as five meters.
The company, founded in 2016, is licensed as a gaming vendor so far in West Virginia, with plans to expand across the country. It is partnered with the daily fantasy platform Sleeper, and according to a company press release, counts Ballers Sportsbook among its clients and will enter the sports betting landscape with its “first sportsbook customers in the coming months.”
Besides GeoComply, Startup XPoint is the only other geolocation company active in the U.S. sports betting industry, but its clients are limited to a small group of operators, all based in New Jersey.
How pricing will be different 4q255t
According to Radar co-founder and CEO Nick Patrick, a different way of pricing will be a key component of what his company has to offer.
“Whereas incumbents generally charge per location ping, Radar charges per monthly tracked ,” he told Sports Handle via email. “We find that this makes it easier to forecast costs, check a player’s location as often as needed, and expand beyond geo-compliance to other use cases like on-property app experiences and location-based messaging at no additional charge.”
In other words, Radar would charge per iPhone it is tracking rather than the number of times that iPhone is pinged in a month.
GeoComply, founded in 2011 by a couple that was prescient enough to develop the tools wagering operators would need to enter the market early, is active in every legal U.S. jurisdiction and FanDuel among its customers, and offers services ranging from geolocation to detecting spoofing and fraud.
It’s had a near-monopoly in its corner of the wagering landscape, but Radar’s Patrick feels operators should have a choice.
“From dozens of conversations with tier 1 operators, vendors, compliance experts, and regulators over the past year, one thing is clear: The market needs viable alternative geolocation solutions,” Patrick said in a press release. “Radar, the geofencing industry leader, is here to meet that need.
