Caesars Entertainment has acquired ZeroFlucs Group with a view to further improving its same-game parlay (SGP) offerings.
ZeroFlucs is a software provider that allows sports betting operators to boost their pricing offerings while leveraging their own existing data and relationships. Its technology had already been integrated into the Caesars Sportsbook platform through a previous commercial arrangement which helped Caesars launch new products such as in-play SGPs and a broader range of SGP markets for MLB.
Now, the gaming giant has acquired the Australian firm in a move Caesars says will continue to unlock exciting new product features and benefits for Caesars bettors. A key motivation for the acquisition is to enhance Caesars Digital’s trading abilities via a fully in-sourced solution for SGP pricing.
Financial terms of the deal were not disclosed.
“We are excited to welcome the talented ZeroFlucs team into the Caesars family,” said Eric Hession, president of Caesars Digital. “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 program.”
ZeroFlucs Founder and CEO Steve Gray will join Caesars Digital as senior vice president of pricing initiatives as part of the deal.
ZeroFlucs will remain operational under the leadership of Gray and Carly Christensen, who also joins Caesars Digital as SVP of Pricing Technology. The company will be augmented by seasoned members of Caesars’ data science and data engineering teams.
“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,” added Gray. “Our team has always been passionate about being at the forefront of what’s possible in sports betting, and with the resources and reach of Caesars, we can now focus on taking these experiences to the next level.”
Caesars continues active 2024
Over the first six months of 2024, Caesars has made numerous notable moves to continue evolving its digital operations.
It has revamped some of its existing offerings, including bolstering its sportsbook markets with additions including the live casino product Caesars NHL Blackjack in partnership with the league during this year’s Stanley Cup playoffs. It also made sweeping changes to its Caesars Palace Online Casino in an attempt to virtually replicate a real-life casino floor for users.
It has deepened or extended the reach of its U.S. partnerships with brands such as Evolution and White Hat Gaming and has also struck new deals with suppliers including Greentube. And it has also broadened to new horizons entirely.
Back in March, Caesars Sportsbook became the first sportsbook to take a wager in North Carolina’s new commercial betting market via its partnership with the Eastern Band of Cherokee Indians.
And last month, Caesars closed its previously announced acquisition of WynnBet‘s iGaming operations in Michigan, taking over the iGaming rights deal with the Salut Ste. Marie Tribe of Chippewa Indians in the state.
