OpenBet Delivers Geolocation Integrity for Betting and Gaming Using Solutions on AWS

OpenBet is a content, technology, and services provider for the B&G industry, delivering world-class solutions to operators globally. Its customers include top-tier gaming operators and market leaders in the United States, the United Kingdom, Australia, and Canada. The company is continuously expanding its modular product portfolio for B&G operators of different sizes, scales, and needs. It recently introduced a regulatory technology vertical following the acquisition of Neccton, a provider of player protection software. To build on its existing capabilities in responsible gaming, OpenBet aspired to create a geolocation solution that would help operators meet compliance requirements established by country and state regulators and provide new ways to connect with and market to customers.

Player geolocation verification is a critical requirement for B&G operators in the United States, Brazil, and other countries. OpenBet aimed to create a geolocation solution that was transparent and flexible to better meet operator needs. It already had the product portfolio, customer base, licenses, and reach required to build and deliver the product. “Combining our excitement and willingness to enter this space, our capability to add new products, and the scale and capability of AWS across the board, it felt like a really good fit,” says Don Jaques, vice president of corporate strategy at OpenBet.

To jump-start its efforts, OpenBet decided to build its geolocation service using Amazon Location Service primitives, which developers can use to securely and easily add location data to applications. Many regulators in the United States, Brazil, and elsewhere require geolocation systems to gain GLI-33 certification, a widely accepted standard for event wagering systems. Rigorous testing makes sure that a certified mobile device can be accurately located and has not been tampered with to provide false results. A viable geolocation service for the B&G industry also needs to handle the complex mathematics involved in evaluating which geofences the device may be in or near. Additionally, OpenBet wanted to deliver a geolocation solution that would perform reliably, scaling to large volumes and traffic spikes during seasonal sporting events in a cost-effective way, and not drain phone batteries or cause undue latency in operators’ betting apps. Building on AWS helped OpenBet meet these requirements.

After discussions with AWS—which included making use of guidance on building geolocation systems for the B&G industry available in the AWS Solutions Library (see Figure 1)—OpenBet began development in August 2023 and created a beta demo by January 2024. The product was ready for live testing and subsequent rollout in August 2024. “It is our core competency to be able to build out a technology like this quickly,” says Sam Depoortere, vice president of platform products at OpenBet.

OpenBet Locator, a software-as-a-service (SaaS) solution, helps B&G operators locate and market to their customers while remaining compliant. Geolocation is mandated in the United States for B&G operators, and OpenBet Locator is designed to provide operators with a robust, compliant geolocation solution.

OpenBet Locator provides operators flexibility to study data points, learn more about their end customers, and use the data for other use cases. The solution also optimizes the number of location checks per customer, resulting in up to 75 percent lower costs for operators and better battery life and application responsiveness for players.

Using OpenBet Locator optimizes costs for B&G operators in other ways as well. “Building an efficient SaaS product on AWS services means OpenBet can bring something very cost-effective and flexible to the market,” says Jaques. For a new operator, that could mean faster time to market. OpenBet has approved licensing in over two dozen US jurisdictions, and OpenBet Locator can help with regulatory compliance in these states. “For a serious operator who wants to be live in every state, we are probably the quickest to market,” says Depoortere.

OpenBet Locator also helps operators detect and prevent fraudulent activity. For example, OpenBet Locator can help operators detect instances of one device or mobile application being used to place bets for multiple people in different regions, as well as device spoofing, different types of hacking, or the usage of virtual private networks. “The combination of those two sets of data across users is powerful for operators as they look to combat fraud,” says Jaques. “Because that data is open to operators, they can also use it to strengthen their own product offerings.”

OpenBet Locator will initially focus on states where online betting is permitted and where it has an established customer base, allowing the company to deliver tailored, impactful solutions. “We continue to explore different opportunities, such as using generative artificial intelligence for personalization and customization of our offerings,” says Jaques.

OpenBet is also taking OpenBet Locator into other countries, notably Brazil’s newly regulated market, which officially opens in 2025. “Geolocation is a requirement for all license holders in Brazil, and we are ready to support operators with robust solutions to comply with the new regulations,” says Depoortere. OpenBet’s Brazilian customer base—including BandBet and Todos Querem Jogar, part of Grupo Silvio Santos—will use OpenBet Locator when launching. With both operators fully committed to the highest standards of responsible gaming, the company’s solution will play a pivotal role in their player protection efforts.

To further expand its reach, OpenBet Locator will be available on AWS Marketplace. “This is just the tip of the iceberg of what we can do by using the scale of what AWS does,” says Depoortere. “We anticipate many more possibilities.”