Caesars Enhances Sports Betting Tech with ZeroFlucs Acquisition

Caesars Palace

ZeroFlucs, an Australian software provider, offers products that enable sportsbook operators to efficiently update odds and pricing while maintaining existing data relationships.

Caesars has not specified the closing date of the transaction. However, it was noted that Steve Gray and Carly Christensen will continue to lead ZeroFlucs, with Christensen joining Caesars Digital as Senior Vice President of Price Technology.

Intensifying Sports Betting Tech Competition

This acquisition is the latest indicator of the increasing competition in sports wagering technology.

The announcement comes less than two weeks after MGM Resorts International (NYSE: MGM) revealed that its LeoVegas unit would acquire the US iGaming and sportsbook operations of Tipico Group for an undisclosed amount—a move believed to be largely technology-driven.

How ZeroFlucs Will Benefit Caesars

As technology continues to revolutionize sports wagering, speed is crucial in expanding the range of live wagers a sportsbook can offer.

In most major team sports, in-game odds can change on a play-by-play basis—a touchdown, a home run, etc. Slow technology can limit operators to refreshing odds only during breaks in the action, but savvy bettors seek the best possible odds at all times.

ZeroFlucs’ expertise in baseball same-game parlays (SGPs) is particularly appealing. Baseball’s slower pace makes it well-suited to SGPs and live wagering. With improved technology, operators could attract more bets on baseball—a sport that significantly lags behind football and basketball in betting handle.

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