Casers Entertainment is filling the hole left by Simplebet in its live betting capabilities through a new partnership.
The gaming and entertainment giant announced on Monday a partnership with Kero Sports to upgrade live betting markets on the Caesars Sportsbook app. As part of the deal, Kero will provide first-of-its-kind contextual markets for domestic and international competition in football, basketball, baseball and soccer. It also includes micro-betting.
In 2023, Caesars launched its micro-betting product, FireBets. The feature, which exclusively provides live micro-betting markets, will also be upgraded under the deal.
“We are extremely proud to partner with an iconic brand like Caesars,’ said Kero CEO Tomash Devenishek. “Our team has worked relentlessly to incorporate the learnings of the last few years in the international arena not simply to ensure that we have the content our partners desire but to ensure that this content delivers across the metrics of profitability, engagement and retention.”
Simplebet initially partnered with Caesars on live betting products in December 2022. However, with DraftKings acquired Simplebet last year in a deal rumored to be worth as much as $150 million.
Kero landed the deal with Caesars after landing a partnership with Pariplay in 2024.
Last April, Pariplay’s NeoGames subsidiary reached an agreement with Kero to improve its Fusion aggregator platform. The platform provides conversion, retention and bonus tool mechanics for operators. The deal sees Kero supply micro-betting data through its proprietary algorithms allowing the Fusion platform to provide sports betting options.
As of January 2025, Kero provides its live betting solutions to over 180 gambling brands.