Ceasars Acquires ZeroFlucs to Improve Sportsbook Tech

Caesars Entertainment iGaming division Caesars Digital has acquired ZeroFlucs for an undisclosed amount.

With the resources and reach of Ceasars Digital, ZeroFlucs can further enhance its operations.

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ZeroFlucs is a Brisbane-based software specialist that enhances prices for operators by seamlessly integrating with their existing data sources and partnerships. Before the acquisition, the specialist already had a commercial collaboration with Caesars, and its technology had been successfully integrated into the latter's sportsbook platform.

Ceasars was reportedly impressed with the technology, ultimately leading to the operator purchasing the company. Building on their successful partnership, the teams have already rolled out innovative products such as in-game same-game parlays and an expanded range of SGP-eligible markets for Major League Baseball.

ZeroFlucs Execs Get New Appointments

Founded in 2021 by Steve Gray, ZeroFlucs has its headquarters in Brisbane, Queensland, and an additional office in London. Gray established the company after four years of honing his trading operations expertise at Entain Australia.

Following the acquisition, Gray has been appointed Senior Vice-President of Pricing Initiatives at Caesars Digital. Carly Christensen, who also left Entain Australia's trading department to join ZeroFlucs as Chief Technology Officer, has been named Senior Vice-President of Pricing Technology at Ceasars.

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.

Steve GrayZeroFlucs Founder and CEO

More Business News

Larger Industry Acquisition Trend

Recently, US operators have been strategically acquiring companies with specialized trading and pricing expertise, indicating a growing recognition of these aspects in fueling growth in the US sports betting market.

In 2023, Entain purchased Angstrom Sports, a sports modeling, forecasting, and analytics specialist, for £200m. In May this year, DraftKings acquired Simplebet and Sports IQ Analytics.

In a similar vein, EveryMatrix acquired FSB Technology last week in a deal involving an undisclosed amount.


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