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Caesars Entertainment has acquired Australian-based ZeroFlucs Group, a software provider specialising in pricing solutions for sports betting operators.

This strategic acquisition aims to bolster Caesars’ ability to leverage existing data sources and relationships to offer enhanced betting experiences.

The companies did not disclose the financial details of the transaction.

Before the acquisition, Caesars Sportsbook had already integrated ZeroFlucs’ technology into its platform.

This partnership facilitated the launch of new products, including in-play same-game parlays (SGP) and an expanded selection of “SGP-eligible” markets for Major League Baseball.

“We are excited to welcome the talented ZeroFlucs team into the Caesars family,” said Caesars Digital president Eric Hession (pictured).

“Their expertise in data science and trading technology coupled with their passion for sports makes them a perfect fit with our team as we drive to offer our customers the best sports betting product that complements our award-winning Caesars Rewards programme.”

Elsewhere, ZeroFlucs’ founder and CEO Steve Gray stated: “We are thrilled to be joining forces with the team at Caesars and can’t imagine a better home for our people or a platform for our product to shine on.”

Following the acquisition, Gray will join Caesars Digital as SVP of pricing initiatives.

ZeroFlucs will remain operational under his leadership and that of ZeroFlucs CTO Carly Christensen, who will join Caesars Digital as SVP of pricing technology.

Members of Caesars’ data science and data engineering teams will provide support to ensure a seamless integration.

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