Caesars Entertainment acquires pricing specialists ZeroFlucs
Undisclosed transaction follows recent spate of similar deals in the sector as supplier’s execs to continue running business within the Caesars organization
Caesars Entertainment has acquired pricing specialist ZeroFlucs in an undisclosed deal as part of an effort to improve its online sports betting offering.
The acquisition of ZeroFlucs comes after the Las Vegas-based firm had already integrated the supplier’s tech via a commercial agreement.
That agreement saw the operator add ZeroFlucs’ in-play same game parlays and a much-improved MLB product, including more same game parlay eligible markets.
As part of the transaction, ZeroFlucs CEO Steve Gray will become Caesars Digital’s SVP of pricing initiatives.
ZeroFlucs will remain under the leadership of Gray and chief technology officer Carly Christensen, who will in turn shift to Caesars Digital’s SVP of pricing technology.
ZeroFlucs is based in Brisbane, Australia and was founded in November 2021 by Gray.
Gray, the former head of trading solutions for Entain Australia, added Christensen to his team in September 2022.
Christensen had replaced Gray as head of trading solutions when he departed the London-listed operator.
In addition to the duo continuing to lead ZeroFlucs, Caesars said they would be “augmented by seasoned members of Caesars’ data science and data engineering teams.”
Eric Hession, Caesars Digital president, said: “We are excited to welcome the talented ZeroFlucs team into the Caesars family.
“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 CEO Gray added: “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.
“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 acquisition of a pricing specialist follows a similar trend in the US online sports betting space, with DraftKings having snapped up SportsIQ and Entain moving for Angstrom Sports to support its BetMGM joint venture.