Mkodo on Turning GeoLocs Into a Strategic Layer for Regulated Markets
mkodo is sharpening the positioning of its GeoLocs platform as regulated iGaming expands into new markets, moving the conversation beyond geolocation compliance towards a broader role for location intelligence. That evolution has also brought industry recognition, with GeoLocs recently shortlisted for Digital Product of the Year at the Global Gaming Awards.
In this CasinoRank Interview, the mkodo team discusses GeoLocs’ shift towards geo-intelligence, its approach to newly regulated markets such as Alberta and Brazil, and the strategy behind positioning mkodo and GeoLocs for the same operator audience. The team also examines the influence of Pollard Digital Solutions and the challenge of building a B2B technology brand whose work often sits behind the player experience.
Alberta launched its regulated iGaming market on July 13 — mkodo has powered Canadian lottery apps for over a decade. What did the marketing build-up to that launch actually look like?
Mkodo Team: Alberta was unique because we weren’t entering the market for the first time, we had already been supporting Alberta’s lottery ecosystem for more than five years. This gave us credibility, but our challenge was ensuring operators understood the difference between being familiar with Alberta and being truly prepared for Alberta.
Our marketing strategy started well before the launch date was confirmed. We focused on education rather than promotion, producing content around regulatory readiness, geolocation compliance and player experience considerations. We’ve also worked closely with industry media, attended key events and shared practical insights from our existing experience in the province.
GeoLocs’ long-standing presence in Alberta became an important differentiator because operators are looking for proven partners. The goal wasn’t simply to generate leads, it was to establish mkodo and GeoLocs as trusted advisors who understand both the technical and regulatory realities of launching in Alberta. This approach created much stronger industry conversations as operators moved from planning to implementation.
How do you position GeoLocs and mkodo as distinct brands when they’re targeting the same buyers, and where do you draw the line between the two marketing strategies?
Mkodo Team: We think of mkodo and GeoLocs as complementary brands with different roles in the customer journey.
mkodo is our parent technology brand. It represents the broader technology and product expertise, professional services for the industry, if you like. We focus on delivering mobile apps, front-end experiences, digital transformation and player engagement solutions for lotteries and regulated gaming operators. GeoLocs sits within that ecosystem as a specialised geolocation and geo-intelligence platform.
The key distinction is that GeoLocs is no longer just a geolocation provider. We increasingly talk about geo-intelligence: using location data to support player verification, fraud detection, market expansion decisions, behavioural insights and marketing optimisation. We want operators to see GeoLocs as a strategic intelligence layer rather than a simple verification tool.
The audiences overlap, but the conversations are different. mkodo’s marketing focuses on the broader player journey and digital experience, while GeoLocs goes deeper into location intelligence, operational insight and regulatory confidence. Together they solve different parts of the same challenge: helping operators deliver better player experiences and stronger business performance.
Where the two strategies align is on trust, reliability and regulatory expertise. GeoLocs benefits from mkodo’s reputation and experience, while mkodo benefits from GeoLocs being recognised as a specialist solution in its own category. We want buyers to understand that GeoLocs is powered by the experience and stability of mkodo while maintaining its own identity.
How has being part of Pollard Digital Solutions influenced mkodo’s product roadmap and the types of projects you’re now able to take on?
Mkodo Team: Being part of Pollard Banknote and Pollard Digital Solutions has allowed us to think more holistically about operator needs. The industry is increasingly moving away from point solutions and toward connected ecosystems that deliver value across the entire player lifecycle.
Being part of Pollard Digital Solutions gives us access to complementary expertise, technologies and market knowledge that help shape our product strategy. As a result, our roadmap increasingly focuses on helping operators achieve business outcomes rather than simply delivering individual features.
Whether that’s player engagement, personalisation, geolocation, geo-intelligence, fraud protection or market expansion, we’re able to position our products as part of a broader strategic solution. For operators, that means access to a stronger ecosystem of products and expertise while still benefiting from the specialist focus that mkodo has built over the last 25 years.
Many of mkodo’s products are white-label or integrated into clients’ platforms. What has been the biggest challenge in building the mkodo brand while letting your customers take centre stage?
Mkodo Team: The biggest challenge is that success is often invisible. When a player has a seamless experience using a lottery app, completing a geolocation check or navigating an operator’s platform, they see the operator’s brand, not necessarily the technology providers behind it. That’s how it should be; our customers deserve the spotlight.
As marketers, that means we focus on building awareness within the industry. We concentrate on demonstrating expertise, reliability and outcomes.
The advantage at mkodo and GeoLocs is that our work speaks for itself. We have long-standing relationships with leading lotteries and operators across multiple regulated jurisdictions. Those partnerships, case studies and customer success stories have become some of our most powerful marketing assets. Our objective is to be the partner that operators trust and go to when compliance, performance and user experience are critical.
Brazil regulated, Alberta just launched, more LATAM markets are following. What does mkodo’s marketing playbook look like the moment a new jurisdiction announces regulation?
Mkodo Team: The first thing we do is look beyond the regulation itself and focus on what operators need to succeed in that market.
Every new jurisdiction creates questions around player behaviour, localisation, market-entry strategy, regulatory requirements and competitive differentiation. Our role is to help operators understand those opportunities as quickly as possible.
The first phase is education. We share practical guidance and insights based on our experience in other regulated markets. The second phase is proving relevance by demonstrating where we’ve solved similar challenges before. The final phase is enabling operators to move quickly through proven technology, trusted partnerships and local market expertise.
Our playbook is built around one principle: new regulation is a growth story. The operators who combine regulatory confidence with great player experiences and strong operational execution are the ones that win. That’s where mkodo and GeoLocs can add the most value.