Caesars Digital Acquires Trading Specialist ZeroFlucs
Caesars Digital has acquired Brisbane-based trading specialist ZeroFlucs. The deal, terms of which were not disclosed, marks a deeper integration between the two companies, previously linked through a commercial partnership.
Technology Integration and Product Expansion
The acquisition has already yielded fruitful collaborations, leading to the launch of new betting products such as in-game same-game parlays.
Additionally, Caesars has expanded the range of markets eligible for these bets, particularly in Major League Baseball, leveraging ZeroFlucs’ technology.
This step is indicative of Caesars’ strategy to enhance its live and interactive betting features, providing a more dynamic betting experience for users.
Industry Trend of Enhancing Trading Capabilities
Caesars’ acquisition of ZeroFlucs is part of a broader trend among US betting operators to internalize trading and pricing expertise.
Similar moves have been seen with DraftKings’ purchase of SportsIQ and Entain’s acquisition of Angstrom Sports for £200m.
These strategic acquisitions are geared towards strengthening the operators’ technological capabilities and market competitiveness.
Following the acquisition, ZeroFlucs’ founder and CEO, Steve Gray, has been appointed as the Senior Vice-President of Pricing Initiatives at Caesars Digital. Carly Christensen, formerly Chief Technology Officer at ZeroFlucs, will serve as Senior Vice-President of Pricing Technology.
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