Caesars Entertainment has acquired ZeroFlucs Group, which provides technology solutions to sports betting operators.

ZeroFlucs technology has already been integrated into the Caesars Sportsbook platform, enabling the recent launch of products including in-play same-game parlays and an expanded menu of “SGP-eligible” markets for Major League Baseball.

“We are excited to welcome the talented ZeroFlucs team into the Caesars family,” said Eric Hession, president of Caesars Digital. “Their expertise in data science and trading technology coupled with their passion for sports makes them a perfect fit with our team as we drive to offer our customers the best sports betting product that complements our award-winning Caesars Rewards programme.”

“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,” said Steve Gray, ZeroFlucs’ Founder and CEO, who joins Caesars Digital as senior vice president of pricing initiatives. “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.”

ZeroFlucs will remain operational under the leadership of Gray and Carly Christensen, who also joins Caesars Digital as senior vice president of pricing technology, and will be augmented by seasoned members of Caesars’ data science and data engineering teams.