From Cost Center to Growth Driver: Rethinking Geolocation in a Regulated World

In a fragmented and fast-evolving regulatory landscape, geolocation has become a critical pillar of compliance, fraud prevention, and operational strategy. But as new formats like sweepstakes, prediction markets, and DFS+ gain traction, and new global markets opening up, operators face increasing pressure to adopt location solutions that are not just accurate, but adaptive.

Ron Braunfeld, Chief Revenue Officer at Xpoint, shares his perspective on how operators can navigate this complex ecosystem, what trends are shaping demand, and how early client feedback has helped define a smarter approach to geo-compliance.

In a market crowded with both low-cost entrants and premium vendors, how should operators navigate the geolocation landscape to ensure they get the best solution for them?

Operators should look beyond sticker price and evaluate geolocation providers on overall value and risk mitigation. It’s easy to be tempted by bare-bones, bargain offerings that perform only basic location checks, but those can leave compliance gaps or blind spots. In contrast, premium solutions tend to bundle critical features like fraud detection, high uptime, and real-time support as standard features, turning geolocation from a mere checkbox into a comprehensive compliance tool.

Operators should select a partner that scales with their business. For example, a startup might start with a usage-based plan and expand as it grows, while a large multi-state operator should see volume-based discounts. In short, the best approach is to weigh long-term reliability and capability over rock-bottom cost, ensuring the geolocation service can prevent costly missteps and even unlock useful insights, not just verify a location.

Which verticals or regions have shown the biggest, unexpected appetite for precise location verification?

One surprising vertical has been daily fantasy sports (DFS). Initially, DFS platforms weren’t under the same strict state-by-state regulations as sportsbooks or online casinos, so many assumed they’d take a minimal compliance approach. Instead, as DFS grew, operators became highly proactive. Mature DFS companies began demanding the same level of precision and fraud resistance as regulated betting operators, recognizing that even a small number of out-of-state users slipping through could pose serious legal and reputational risks​.

Another unexpectedly hungry segment is sweepstakes and skill-gaming platforms. These businesses occupy a gray area in terms of gambling law – sweepstakes-based casinos or prize games aren’t clearly ‘gambling’ in the traditional sense. With legal scrutiny mounting, states are already debating whether sweepstakes constitute gambling, proactive operators have implemented precise geolocation controls. Some have even asked providers for state-by-state geofencing to ensure they don’t inadvertently allow play from jurisdictions that might challenge their model​. It’s essentially anticipating regulation. By acting as if they are regulated and rigorously geofencing where users can participate, they demonstrate a commitment to operating above board. It shows that across the board, from fantasy sports to sweepstakes games, the industry increasingly views precise location tech not just as a legal hurdle, but as a foundation for a trustworthy, scalable operation.

Which upcoming innovations or market trends do you expect will have the biggest impact on geo-compliance demand over the next two years?

Several forces are converging to reshape the future of geo-compliance. Geolocation is becoming deeply integrated into the broader security and personalization stack. The most forward-thinking operators are starting to link location intelligence with fraud prevention, responsible gaming, and even targeted marketing. In the next two years, the biggest differentiators won’t just be accuracy or uptime, they will be the ability to power multiple use cases from a single, trusted location platform.

Meanwhile, global market expansion is driving both scale and complexity. Jurisdictions such as Brazil and the UAE are rolling out or tightening their regulatory frameworks, often requiring location validation as a condition of licensure. This will push operators to adopt flexible, modular compliance infrastructure that can be customized market by market, as more areas continue to regulate.

How does early adopter feedback shape your commercial and product roadmap, and what’s a key lesson you’ve learned from client insights?

Client feedback is often the earliest signal of where the market is heading. Operators on the front lines, especially those pioneering new betting formats or entering emerging jurisdictions, tend to uncover challenges that aren’t yet on most providers’ radar. Listening to those early adopters can reveal opportunities to build products that solve real pain points, not just theoretical ones.

Another recurring theme is the need for transparency and flexibility in partnerships. Leading operators now expect their compliance agreements to function as living, breathing documents, regularly updated to mirror regulatory shifts, market developments, and evolving risk profiles. Providers that explain their data sources clearly, pivot swiftly when rules change, and scale support in lockstep with client growth earn lasting trust. This feedback loop, where operators push boundaries and providers refine solutions, has emerged as a core driver of innovation in geolocation. Partnerships are no longer static contracts, they’re collaborative roadmaps for confident, sustainable expansion.