LocationSmart
LocationSmart, a Carlsbad, CA-based subsidiary of Locance, Inc., provides cloud-based Location-as-a-Service APIs for multi-source geolocation. It serves gaming operators, IoT/M2M enterprises, financial institutions, and logistics providers, anchored by 60+ patents and state gaming licenses across the US and Ontario.
- Company typePrivate
- Founded1995
- HeadquartersCarlsbad, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What LocationSmart does
LocationSmart, a subsidiary of Locance, Inc. and operated through LocationSmart Geolocation LLC, is a cloud-based Location-as-a-Service (LaaS) provider headquartered in Carlsbad, California. The company delivers multi-source geolocation APIs (cell site ID, Wi-Fi access point, IP address, browser SDK, mobile app SDK) that determine the location of devices, including IoT/M2M endpoints that lack GPS, across 200+ countries. Its core products are Gaming Geolocation Compliance (regulatory verification for online and mobile wagering), Global Site ID (GSID) for IoT/M2M asset tracking, Device Profile for device identification and risk scoring, Smart Zone geofencing, and IP Data Insights, all delivered through a single cloud API with a programmable rules engine.
The platform is anchored by a 60+ US patent portfolio and worldwide patent coverage, and is integrated into marquee enterprise stacks including IGT, OnAsset, FedEx SenseAware, DraftKings, FanDuel, Ontario Lottery and Gaming Corporation, and a ThreatMetrix-powered digital identity network. LocationSmart claims the largest global footprint in its category, referencing 15 billion+ connected devices, 120 million+ cell sites, 1.8 billion Wi-Fi access points, 4,000+ enterprise customers, and 23 billion card transactions annually in US financial services.
Revenue is generated via enterprise subscription and usage-based API billing on annual contracts, with no public pricing. The go-to-market is direct enterprise sales supported by self-service portal access and 24/7 support, with content marketing (the Location Matters blog), industry PR, and white papers driving top-of-funnel demand in gaming, IoT, financial services, and logistics verticals.
LocationSmart firmographics
Firmographics- Name
- LocationSmart
- Legal name
- Locance, Inc.
- Website
- https://locationsmart.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LocationSmart, a Carlsbad, CA-based subsidiary of Locance, Inc., provides cloud-based Location-as-a-Service APIs for multi-source geolocation. It serves gaming operators, IoT/M2M enterprises, financial institutions, and logistics providers, anchored by 60+ patents and state gaming licenses across the US and Ontario.
- Ownership category
- akta.pro rank
LocationSmart industry classification
Industry- Product category
- Location-as-a-Service (Geolocation APIs)
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Geocoding, Search & Place Data Platforms (BPAMANAC)
- akta.pro secondary industry
- Geofencing, Proximity & Location-Based Engagement Platforms (BPAMANAJ)
Keywords
Where LocationSmart is headquartered
LocationHeadquarters
- HQ city
- Carlsbad
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LocationSmart business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Location-as-a-Service Platform Subscription: API-based cloud services for geolocation compliance, IoT asset tracking, and transaction verification. Enterprise subscription model with usage-based API calls delivered through single easy-to-integrate API.
- Enterprise API Access: Provides multi-source location platform with critical location data, consent management, compliance services, and device profiling through cloud-based APIs with tiered service levels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with custom pricing based on API usage and service requirements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
LocationSmart product offering
Product offeringCore offering
LocationSmart sells a cloud-based Location-as-a-Service (LaaS) platform that delivers multi-source geolocation APIs (cell site, Wi-Fi, IP, browser SDK, mobile app SDK) for gaming geolocation compliance, IoT/M2M asset tracking, and online transaction verification. Enterprises integrate the platform via a single API to determine device location across 200+ countries, leveraging the company's database of 120M+ cell sites and 1.8B+ Wi-Fi access points, with privacy controls and consent management built in.
Product overview
LocationSmart is the world's largest Location-as-a-Service (LaaS) company, operating as a cloud-based platform with multiple integrated modules. The core platform offers multi-source location data via cloud-based APIs (Browser Location, Mobile App SDK, IP Data Insights, Cell ID Location, and Wi-Fi Location) that enterprises and app developers use for location determination. The platform includes four main solution verticals: Gaming Geolocation Compliance (for online/mobile gaming and lottery), IoT/M2M Asset Tracking (via Global Site ID/GSID), Cybersecurity/Anti-Fraud (via Device Profile and IP Intelligence), and Supply Chain Visibility. Supporting platform features include Smart Zone Geofencing, Privacy Controls, and Real-Time Reporting. The company delivers the broadest global reach, serving over 15 billion connected devices with access to 120+ million cell sites and 1.8 billion Wi-Fi access points worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- LocationSmart Platform: Cloud-based Location-as-a-Service platform named Best Cloud-based Location Services Platform 2021 by Corporate Vision Magazine
- Global Site ID (GSID)
- Smart Zone
- Device Profile
- IP Intelligence
Products and services
- Gaming Geolocation Compliance Cloud-based geolocation compliance solution that validates mobile and online gamers are within approved wagering boundaries prior to accepting real-money bets, supporting regulatory adherence for online casinos, sportsbooks, daily fantasy sports, and lottery operators in multiple US states and Canadian provinces.
- Global Site ID (GSID) IoT and M2M device location service that tracks connected devices across 200+ countries using cellular and Wi-Fi networks without requiring GPS, supporting GSM, CDMA, WCDMA (UMTS), LTE, and Wi-Fi devices with zero battery drain.
- Device Profile Cloud-based device identification and real-time identity verification solution that protects against cybercriminals and validates website visitors and app users, providing risk scoring and device, identity, and behavior analytics.
- Smart Zone Geofencing Virtual boundary and proximity detection service using polygon and radius-based geofences that enables enterprises to verify purchases, deny transactions, notify devices, and audit schedules based on device location relative to defined areas.
- Cybersecurity / Anti-Fraud Solution Comprehensive cybersecurity solution combining Device Profile for identity verification and IP Intelligence for transaction protection, supporting card-not-present fraud prevention and digital rights management across financial services and e-commerce.
- Supply Chain Visibility Supply chain and logistics visibility solution covering logistics and dispatch optimization, asset tracking, and mobile resource management, including integration with FedEx SenseAware for shipment-level location visibility.
- Mobile Lottery Geolocation Compliance Geolocation compliance solution for online and mobile lottery purchases that validates lottery transactions occur within state lines but outside designated exclusion zones such as tribal lands.
- User Engagement / Proximity Messaging Location-enabled messaging solution that helps consumers locate nearby services, delivers content via web, call, or text, and routes inbound communications to the nearest destinations for proximity-based engagement.
Quantifiable outcome
- No app or software download required - works with any device reporting cell site or Wi-Fi parameters
- +3 more outcomes
Companies that use LocationSmart
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
LocationSmart technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
LocationSmart partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, notable and strategic.
- IGTcoreIGT (International Game Technology) uses LocationSmart's Global Site ID (GSID) service to reach all customers regardless of device type. Matthew Whalen, SVP and Global CTO of Lottery at IGT, stated: 'We needed LocationSmart to reach all our customers, regardless of what kind of device they carry.'
- OnAssetcoreOnAsset Intelligence utilizes LocationSmart's GSID technology to provide location regardless of environmental conditions, preserving service quality in harsh environments. Adam Crossno, CEO of OnAsset, noted that GSID helps provide location 'regardless of the conditions to which our device is exposed.' OnAsset reduced fuel, labor, and insurance costs through LocationSmart's network location technology.
- FedExnotableLocationSmart upgraded FedEx's SenseAware platform with highly accurate location details. The FedEx SenseAware platform uses LocationSmart's network location technology for shipment tracking visibility from departure to arrival.
- Ontario Lottery and Gaming CorporationcoreLocationSmart previously worked with the Ontario Lottery and Gaming Corporation to provide geolocation compliance for Ontario's regulated iGaming market launch in April 2022. The partnership ensures players within provincial borders can access online gaming and sports betting platforms.
- ThreatMetrixstrategicThreatMetrix integrated LocationSmart's location platform with their digital intelligence network for enhanced cybersecurity threat protection. ThreatMetrix CMO Armen Najarian stated: 'LocationSmart is the leading location-as-a-service provider and its platform combined with ThreatMetrix intelligence create a worthy force against cybersecurity threats.'
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
LocationSmart competitors and assessment
Company assessmentDirect peers
- GeoComply: GeoComply is the leading direct competitor in gaming geolocation compliance for online sports betting, iGaming, and lottery — the same primary vertical as LocationSmart. Both serve DraftKings/FanDuel-class operators with regulatory-grade location verification APIs and share state-by-state licensing dynamics.
- MaxMind: MaxMind provides IP geolocation intelligence (its GeoIP databases cover IPv4/IPv6 globally with VPN/anonymizer detection), which is directly comparable to LocationSmart's IP Data Insights product for fraud prevention and content localization.
Broad incumbents
- HERE Technologies: HERE is a broad incumbent location-platform provider offering mapping, geocoding, geofencing, and location APIs as part of a much larger portfolio serving automotive, logistics, and enterprise. It competes with LocationSmart's location APIs but does not specialize in gaming compliance.
- Mapbox: Mapbox provides developer location APIs (mapping, geocoding, geofencing) used by enterprise and consumer apps. It overlaps with LocationSmart's general-purpose geolocation capabilities but lacks focused gaming-compliance and IoT-cell-site offerings.
- Foursquare: Foursquare operates a large location-data and POI platform serving advertising, analytics, and enterprise use cases. It competes in location intelligence and proximity, comparable to LocationSmart's geofencing and IP/location APIs, though without gaming-compliance specialization.
- Pitney Bowes (location intelligence): Pitney Bowes offers enterprise geolocation, address verification, and data-quality services as part of a broader commerce and shipping portfolio. Overlaps with LocationSmart's IP intelligence and geocoding capabilities but is not specialized in gaming or IoT compliance.
- Cisco (location services): Cisco's Mobility Services Engine and CMX provide enterprise Wi-Fi location and analytics — comparable to LocationSmart's Wi-Fi-based location APIs for indoor/IoT asset tracking — though embedded inside a much broader networking portfolio.
Emerging players
- Unacast: Unacast aggregates location data from SDKs and supply partners to deliver foot-traffic analytics, proximity, and audience insights. Comparable to LocationSmart's Smart Zone geofencing and proximity use cases, but focused on retail/analytics rather than regulatory compliance.
- Veriff: Veriff provides identity verification and fraud-prevention APIs commonly used by gaming operators and fintechs. Adjacent to LocationSmart's Device Profile and cybersecurity use cases, intersecting where location data is used alongside identity risk scoring.
- iovation (TransUnion): iovation offers device reputation and fraud-prevention APIs used by financial services and online gaming. Directly comparable to LocationSmart's Device Profile and IP Intelligence products within the fraud/identity vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LocationSmart social profiles
Digital presenceLocationSmart compliance and trust
Trust signalCompliance3 records
LocationSmart financial estimates
Financial estimateRevenue estimate
Valuation estimate
LocationSmart leadership team
Management profileNumber of profiles
Profiles2 records
LocationSmart subsidiaries and ownership
Company hierarchySubsidiaries1 record
LocationSmart funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LocationSmart M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LocationSmart
What does LocationSmart do?
LocationSmart sells a cloud-based Location-as-a-Service (LaaS) platform that delivers multi-source geolocation APIs (cell site, Wi-Fi, IP, browser SDK, mobile app SDK) for gaming geolocation compliance, IoT/M2M asset tracking, and online transaction verification. Enterprises integrate the platform via a single API to determine device location across 200+ countries, leveraging the company's database of 120M+ cell sites and 1.8B+ Wi-Fi access points, with privacy controls and consent management built in.
Is LocationSmart a public or private company?
LocationSmart is a private company. It is classified as corporate owned and is currently operating.
When was LocationSmart founded?
LocationSmart was founded in 1995. It employs 11 to 50 people.
Where is LocationSmart based?
LocationSmart is headquartered in Carlsbad, United States, in the North America region.
How does LocationSmart make money?
Two revenue lines are on record. Location-as-a-Service Platform Subscription is the primary driver. The others are enterprise API Access.
Who are LocationSmart's main competitors?
Direct peers on record are GeoComply and MaxMind. Broad incumbents are HERE Technologies, Mapbox, Foursquare, Pitney Bowes (location intelligence) and Cisco (location services). Emerging players are Unacast, Veriff and iovation (TransUnion).
Does LocationSmart have an API?
Yes. LocationSmart offers a cloud-based location-as-a-service platform providing location APIs from multiple sources including cell site ID, Wi-Fi access point ID, IP addresses, browser and mobile app SDK. The platform enables enterprises and app developers to use robust APIs for geolocation compliance in gaming and lottery, IoT and M2M device management, and online transaction verification. Specific API endpoints include: Browser Location API for ubiquitous location across mobile and desktop browsers; Mobile App SDK for iOS and Android; IP Data Insights for geolocating IPv4/IPv6 addresses and detecting VPNs/anonymizers; Cell ID Location for global reach across 2G, 3G, 4G, and 5G networks; Wi-Fi Location for over 1.8 billion Wi-Fi access points globally; Smart Zone API for geofencing using polygon and radius-based geofences; and GSID (Global Site ID) APIs for tracking IoT and M2M devices. The platform includes a programmable rules engine for geolocation compliance.
What industry is LocationSmart in?
LocationSmart's product category is Location-as-a-Service (Geolocation APIs). Its primary akta.pro industry code is BPAMANAC, Geocoding, Search & Place Data Platforms, with a secondary code of BPAMANAJ, Geofencing, Proximity & Location-Based Engagement Platforms. Its NAICS code is 5182 and its SIC code is 7371.