In a tactical move to enhance its sports betting technology Caesars Entertainment recently acquired ZeroFlucs Group Pty Limited, an Australia-based software services company known for providing innovative solutions in the field of sportsbook operations. This newly-signed acquisition deal aims to fortify Caesars Entertainment’s sports books technological capabilities, especially in updating orders and pricing efficiently. The integration of the software provider’s technology into Caesars will pave way for the introduction of new product features to significantly improve sports bettors’ gaming experience.

The Australian software provider’s products empower sportsbook operators to competently update odds and pricing while sustaining their current data relationships. Financial terms of the transaction were not disclosed.

The integration of software provider’s technology into Caesars Entertainment’s sportsbook platform recently enabled the company to offer new products like in-play same-game parlays (SGPs) and an enhanced menu of ‘SGP-eligible’ markets for Major League Baseball (MLB).

Caesars Entertainment neither revealed the financial terms of the transaction nor disclosed the deal will be closed, but it assured investors that Steve Gray and Carly Christensen will remain at the helm of ZeroFlucs. Christensen will be assigned the new responsibility of Senior Vice President (SVP) of price technology at Caesars Digital.

The acquisition of ZeroFlucs by casino giant Caesars Entertainment is the newest sign of an escalating competition in the sports betting technology sector.

Caesars announced the acquisition of ZeroFlucs less than acouple of weeks after MGM Resorts International revealed that its LeoVegas unit would acquire the U.S. online gaming and sportsbook operations of Tipico Group to boost its sports betting technology.

When asked for a comment on the deal, Caesars Entertainment said, “The acquisition cements a relationship between the companies that has already improved the customer experience and will continue to unlock exciting new product features and benefits for Caesars Sportsbook bettor.”

The acquisition of ZeroFlucs Group Pty Ltd.’s by Caesars Entertainment marks a pivotal step in the competitive landscape of sports betting technology. With the integration of the Australian software provider’s advanced technology, Caesars Entertainment is poised to offer a superior betting experience with quicker and livelier odds update. This strategic acquisition not only strengthens Caesars Entertainment’s position in the gaming market but also sets the stage for further innovation and increased customer engagement, reinforcing the company’s commitment to leading the industry in technological advancements.