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Caesars acquires ZeroFlucs to enhance trading capabilities

| By Robert Fletcher
Caesars Digital has snapped up one of its suppliers, acquiring Brisbane-based trading specialist ZeroFlucs for an undisclosed sum.
Caesars acquires ZeroFlucs

ZeroFlucs specialises in software that overlays operators’ existing datasources and partnerships to enhance their pricing. It was already working with the operator through an existing commercial partnership, with its technology integrated into the Caesars Sportsbook platform.

Caesars liked it so much, it has now acquired the business. Working together, they have already launched new products including in-game same-game parlays, as well as a wider range of SGP-eligible markets for Major League Baseball.

The deal continues a trend of US operators buying in trading and pricing capabilities, following deals such as DraftKings’ acquisition of SportsIQ, and Entain snapping up Angstrom Sports for £200m.

Caesars excited for new capabilities ZeroFlucs brings

ZeroFlucs’ data science and trading technology makes the business a perfect fit for Caesars Digital, president Eric Hession said.

ZeroFlucs’ founder and CEO Steve Gray added “he 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.”

Gray becomes senior vice-president of pricing initiatives at Caesars Digital following the acquisition while chief technology officer Carly Christensen becomes senior vice-president of pricing technology.

Who are the minds behind ZeroFlucs?

Launched in 2021, ZeroFlucs is based in Brisbane, Queensland but also has an office in London.

Gray founded the business after a four-year spell with Entain Australia, working on trading operations. 

Christensen joined ZeroFlucs in September 2022, another veteran of Entain Australia’s trading department.

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