Caesars Entertainment has acquired ZeroFlucs Group to spruce up its same-game parlay menu and ‘SGP-eligible’ markets for Major League Baseball,” according to a release.
“We are excited to welcome the talented ZeroFlucs team into the Caesars family,” Caesars Digital President Eric Hession said in a release.
“Their expertise in data science and trading technology, coupled with their passion for sports, makes them a perfect fit with our team,” he added.
He thinks the acquisition will add a sports betting product that “complements the award-winning Caesars Rewards program.”
ZeroFlucs Leadership Meshing With Caesars’
“Wagering technology providers to date have relied on being part of a closed magicians circle — where know-how is in the hands of the few.
We’re ending that, today.
Our mission is to create compelling technology for wagering service providers, providing a level playing field for all entrants and fundamental technology. Bookmakers large and small being armed with products that are becoming the standard offering, all powered by a scalable platform core that can handle every challenge thrown at it.”
It gets a chance to do just that on a big scale with Caesars.
The Australian company will “remain operational” under Steve Gray and Carly Christensen, according to the release.
Christensen becomes senior vice president of pricing technology at Caesars Digital. Gray will add Caesars Digital, senior vice president of pricing initiatives, to his resume.
“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,” Gray, ZeroFlucs’ founder and CEO said.
“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,” he said.
SGPs, In-Play Bets Remain In Fashion
Same-game parlays and in-game bets remain important parts of the gambling companies’ sports betting plans in the US. The betting options are winners for the sportsbooks, while increasingly popular with bettors. Platform provider Kambi reported that 31% of bets placed before the 2022 Super Bowl were SGPs.
MLB, NASCAR, and the PGA TOUR see in-game microbes as a way to continuously engage fans.
Micro-betting provider Simplebet, lists Caesars, DraftKings, ESPN BET, and Hard Rock Bet as customers. During the early rounds of the Stanley Cup playoffs, wagering and handle quadrupled from March to April — and 65% of all bets were logged during live play.
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