Player trust, safer gambling, and smarter UX — the new era of geolocation

 

Ben Scobie-Trumper, Head of Sales at GeoLocs by mkodo

This article was originally published on NEXT.io, you can read the full article below, or view it directly here

 

The iGaming industry is evolving rapidly. From new regulatory frameworks in emerging markets to rising player expectations for seamless digital experiences, operators are under pressure to deliver platforms that are not only compliant but also trusted and engaging. One area quietly driving this change is geolocation technology.

At GeoLocs, we see this as more than just a tool for meeting today’s requirements. It’s about anticipating tomorrow’s challenges and opportunities — and that’s why our new brand positions us as The Future of GeoLocation.

 

Why Geolocation is Entering a New Era

 

 The conversation around geolocation is shifting. It’s no longer defined by “where can players legally bet?” but rather, “how can location data ensure a seamless and compliant player journey?”

 

• For regulators, it’s about ensuring integrity in a transparent, auditable way.

• For operators, it’s about reducing friction, protecting players, and understanding behaviours.

• For players, it’s about trust — knowing they’re in a safe, regulated environment.

 

This evolution means geolocation is no longer operating in the background. It’s becoming central to the way the iGaming industry builds safer, smarter ecosystems.

 

 

Building Player Trust in Regulated Markets

 

Trust is the foundation of any successful operator-player relationship. With more jurisdictions coming online, players need to feel reassured that they’re engaging in a licensed, secure environment. Location verification is a critical part of that trust signal, but the future lies in how seamlessly it’s delivered.

Players shouldn’t have to think about geolocation — it should just work. At GeoLocs, we’ve consistently delivered a 99.5% verification success rate — well above industry average — ensuring operators can onboard players smoothly while maintaining strict regulatory compliance. That kind of reliability helps operators build confidence where it matters most: at the first point of interaction with their players.

 

 

Safer Gambling Through Smarter Signals

 

 Safer gambling will continue to define the next phase of regulation. Geolocation data can play an active role in supporting these initiatives — from identifying unusual access patterns that might indicate harmful behaviour, to providing operators with actionable insights that strengthen their player protection strategies.

With more than ten billion geolocation  lookups processed every year, we see first-hand how location insights can inform safer gambling frameworks at scale. The future of geolocation is not about saying “no” to players. It’s about creating systems that say “yes” in a safer, smarter way.

 

 

Smarter UX: Location Without Friction

 

One of the biggest challenges in the past has been balancing compliance with usability. Too many permissions requests or clunky verification processes can frustrate players and increase drop-off.

At GeoLocs, we’re helping operators reimagine these flows so that players feel informed, not obstructed. Educating users on why permissions matter — and delivering them in clear, intuitive steps — transforms what used to be a point of friction into a moment of trust-building.

Speed also matters. Operators often need to act fast to enter new markets, which is why our solution can be integrated in under a week — giving them the ability to scale quickly while still prioritising UX and compliance.

 

 

Why We’ve Rebranded as GeoLocs

 

Our refreshed brand isn’t just about new colours or a new logo. It’s about aligning who we are with where the industry is going. By positioning ourselves as The Future of GeoLocation, we’re making a commitment: to continue innovating, to support operators in new markets, and to play our part in building a safer, smarter global iGaming ecosystem.

That commitment is reflected in the trust our partners place in us. We’re proud to have maintained a 100% client retention rate — proof that when geolocation is done right, operators see its long-term value.

 

Closing Thought

Player trust. Safer gambling. Smarter user experiences. These aren’t just trends — they’re the defining pillars of the next era of iGaming. Geolocation is at the heart of all three, and the operators who embrace its potential will be the ones shaping the future.

At GeoLocs, we believe that future has already begun. 

 

 

Ben Scobie‑Trumper joined mkodo in March 2025 as head of sales for GeoLocs, bringing over 15 years of iGaming sales leadership—previously honed at Soft2Bet and FutureAnthem—to the role. In just a few short months, he’s secured several new GeoLocs clients, reinforcing mkodo’s global expansion in app development and geolocation solutions for regulated markets. His deep industry insight and proven track record continue to drive strong partnerships and revenue growth at mkodo.