Caesars Entertainment has acquired ZeroFlucs Group to enhance its same-game parlay (SGP) offerings.
ZeroFlucs, a software provider, enables sports betting operators to enhance their pricing strategies by utilizing their own data and relationships. Previously, its technology had been integrated into the Caesars Sportsbook platform through a commercial agreement, allowing Caesars to introduce new products such as in-play SGPs and a wider range of SGP markets for MLB.
With this acquisition, Caesars aims to unlock new product features and benefits for its bettors. The primary goal is to bolster Caesars Digital’s trading capabilities with a fully in-sourced solution for SGP pricing. The financial details of the acquisition have not been 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, along with their passion for sports, makes them an ideal addition to our team as we strive to offer our customers the best sports betting experience, complementing our award-winning Caesars Rewards program.”
As part of the deal, ZeroFlucs Founder and CEO Steve Gray will join Caesars Digital as Senior Vice President of Pricing Initiatives.
ZeroFlucs will continue operations under the leadership of Gray and Carly Christensen, who will also join Caesars Digital as Senior Vice President of Pricing Technology. The company will be supported by experienced members of Caesars’ data science and data engineering teams.
“We are thrilled to join forces with the team at Caesars and believe it’s the perfect platform for our product to excel,” added Gray. “Our team has always been passionate about advancing what’s possible in sports betting, and with the resources and reach of Caesars, we can now focus on elevating these experiences to new heights.”
