Locance: The Geolocation Compliance Partner Built for the Rapid Pace of Evolving Regulation

Mario Proietti, Co-Founder & CEO/CTO,Locance

The regulatory environment for online gaming has never been more demanding or consequential. In the span of a single 2025 legislative cycle, New Jersey banned sweepstakes casinos outright, Montana became the first state to officially prohibit sweepstakes gaming, and California advanced legislation that would extend compliance liability to payment processors, marketing affiliates, and geolocation providers. For operators of regulated gaming platforms, staying compliant is no longer a back-office concern. With authorities also taking similar steps toward predictive markets, event contracts, and other trading platforms, those same regulations are being applied ever more broadly. It has become a core business requirement across these industries that changes happen faster than most compliance infrastructure was built to handle.

Locance was founded to solve exactly that problem. My co-founder Masoud Motamedi and I built Locance on the conviction that the regulated gaming industry deserved a geolocation compliance partner that was both deeply specialized and genuinely responsive; one that could adapt quickly to evolving regulation. Drawing on decades of combined experience in wireless technology and location services, we set out to build the platform we knew operators needed: cloud-based, configurable, and purpose-built for the compliance demands of this industry.

Today, Locance offers an award-winning cloud-based location platform serving sportsbooks, iLottery, sweepstakes, iGaming, prediction markets, and adjacent regulated sectors. Beyond the geolocation technology itself, what distinguishes Locance is our model. We manage geolocation compliance rule sets actively on behalf of our clients driven by their business requirements. When a new law takes effect and an exclusion zone is required, Locance implements it. When a market opens up, we update the configuration. Operators stay compliant without having to rebuild their own systems every time the rules shift. Locance verifies changes with clients, confirms their implementation, and enables the updates upon approval.

  ​The regulated gaming industry deserves a compliance partner that moves as fast as the regulatory landscape does. That’s exactly what we built Locance to be. - Mario Proietti, Co-Founder & CEO/CTO, Locance  

The practical impact of that model has been proven in the field. When new sweepstakes legislation came into force, Locance clients made the transition seamlessly. Users in affected jurisdictions were automatically excluded, and service continued uninterrupted everywhere else. For emergency regulatory changes, Locance can implement modifications within hours of client confirmation. For anticipated legislation, we work with operators in advance, pre-configuring rule sets so they activate the moment a new law takes effect. In most cases, operators don’t need to change a single line of their own code.

The complexity which Locance navigates goes well beyond drawing state boundaries. Regulated gaming compliance requires precision at the level of tribal land designations, where compliance requirements can differ from the surrounding jurisdiction. It requires the ability to differentiate between multiple product types on the same platform: a free-to-play social game and a prize-redemption experience may face entirely different geographic restrictions. Perhaps most importantly, it requires a partner who understands that the regulatory map is not static; it is always subject to change.

That is the environment Locance was designed for, and it is the environment we continue to build for. Prediction and event contract markets represent the newest compliance frontiers, with payment providers already requiring geolocation verification, state-level regulation beginning to take shape, and courts deciding on outright bans and potential criminal penalties for non-compliance. The same platform capabilities and managed compliance model that have served our gaming clients are now being brought to bear in this emerging space, giving prediction market operators the infrastructure to get ahead of regulation before it arrives instead of scrambling to catch up after.

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