Shufti has launched a new geolocation compliance product aimed at regulated sportsbooks and online casinos. The product combines identity verification with location monitoring, allowing operators to confirm both who a customer is and whether that person is physically located in an approved jurisdiction. The launch gives operators another potential geolocation provider in an area of the industry where GeoComply has established a major presence.
Shufti’s product uses device-level geolocation along with several signals designed to detect attempts to disguise a user’s location. The system includes geofencing, VPN and proxy detection, anti-spoofing technology, and continuous monitoring during a gaming session.
It can also adjust how frequently a customer’s location is checked. For example, operators can increase monitoring when someone is close to a state border, where determining the player’s exact location becomes more important.
Shufti says the product can be integrated with its existing KYC and anti-money laundering tools, giving operators a way to manage identity and location compliance through the same provider.
GeoComply is already deeply established in regulated U.S. online betting. The company works with major operators. Recently, FanDuel extended its partnership with GeoComply through a new multi-year agreement.
Shufti’s launch gives operators another option when choosing how to meet state geolocation requirements. Having another provider competing for operator business could put more pressure on geolocation companies to improve their technology, pricing, and fraud-detection tools. This would be a positive for the industry.
Geolocation is one of the most important compliance tools in regulated online gambling. Sportsbooks and online casinos need to make sure customers are physically located in jurisdictions where wagering is permitted. Operators also need safeguards against VPNs.
More competition among technology providers could encourage faster development of tools designed to identify those risks. That could ultimately benefit all parties involved if competing companies continue improving location accuracy and fraud detection.
Shufti allows operators to increase checks near jurisdictional boundaries, where an inaccurate location reading could create a regulatory issue. For example, if a user is on the border of a legal state and a location where betting is not permitted, this becomes more important.
Shufti’s geolocation product has already been deployed in Arizona, Ontario, and Brazil. The company is offering the technology through a non-exclusive model, meaning operators can use Shufti without necessarily abandoning another geolocation provider.
That could make it easier for gaming companies to test the product or use multiple vendors as part of their compliance strategy.
GeoComply remains firmly established across the U.S. betting industry, but Shufti’s arrival adds another competitor to a part of the market that plays a central role in keeping regulated wagering within legal boundaries.
If that competition leads to stronger technology and more effective safeguards, it could be a positive development for the regulated gaming industry as a whole.
