July 8, 2024 3 min read

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Caesars Entertainment Acquires Australian Tech Startup ZeroFlucs

ZeroFlucs, established by Steve Gray in 2021, specializes in cutting-edge trading technology for sports betting operators

Caesars Entertainment, a prominent player in the casino and hospitality industry, has purchased Brisbane-based software firm ZeroFlucs Group. The acquisition is aimed at improving Caesars’ sports betting capabilities within its digital segment, Caesars Digital. This move comes after successful cooperation between the two companies that led to the integration of ZeroFlucs’ technology into the Caesars Sportsbook platform.

ZeroFlucs Brings Advanced Trading Solutions to Caesars Sportsbook

ZeroFlucs was founded by Steve Gray in 2021 and specializes in advanced trading technology for sports betting operators. Its state-of-the-art software uses historical data and multiple feed providers to offer comprehensive pricing solutions. Among other things, the company has created live same-game parlays and expanded market options for Major League Baseball, which were well received by users of Caesars Sportsbook.

Steve Gray, who has extensive experience from his previous role at Entain Australia and will now be senior vice president of pricing initiatives at Caesars Digital, said: “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 Digital President Praises ZeroFlucs’ Data Science Expertise

Eric Hession, president of Caesars Digital expressed similar sentiments by stating that no other company understands data science like ZeroFluc which makes it a perfect fit for Caesars. In addition, he noted that this purchase will help them provide unmatched sports betting experiences which will be supported by their famous Rewards program.

ZeroFlucs will continue to operate under the leadership of Steve Gray and Carly Christensen, who will join Caesars Digital as senior vice president of pricing technology. Their team will be further supported by experienced members from Caesars’ data science and data engineering departments.

The takeover of ZeroFlucs forms part of a wider strategy among US-based operators seeking to improve their internal capabilities through strategic acquisitions. Other examples are DraftKings and Entain which have also heavily invested in acquiring advanced trading technologies.The financial terms of the ZeroFlucs deal were not disclosed but it is clear that this is a strategic deal for Caesars as the company looks towards strengthening its position within what has become one of the most competitive sectors globally.

Author

Silvia has dabbled in all sorts of writing – from content writing for social media to movie scripts. She has a Bachelor's in Screenwriting and experience in marketing and producing documentary films. With her background as a customer support agent within the gambling industry, she brings valuable insight to the Gambling News writers’ team.

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