Caesars Digital bought out ZeroFlucs, one of its former suppliers

Caesars Digital has acquired Brisbane-based ZeroFlucs, a former supplier specialising in software that adapts pricing based on market conditions. The financial details of the transaction have not been disclosed.

According to Caesars Digital President Eric Hession, ZeroFlucs' data processing and trading technology is a perfect fit for Caesars Digital's business.

Caesars had a preexisting commercial partnership with the operator and integrated ZeroFlucs technology into their sportsbook platform. Collaborating, they introduced new products like in-game parlays and expanded the SGP-eligible market for Major League Baseball games. It appeared that Caesars was pleased with the outcome, leading to their acquisition of the entire ZeroFlucs business.

Once the deal is finalised, Steve Gray, the founder and CEO of ZeroFlucs, will transition to the role of senior vice president of pricing initiatives at Caesars Digital. Additionally, CTO Carly Christensen will step into the position of senior vice president of pricing technologies. ZeroFlucs, founded in 2021, originates from Brisbane, Queensland, with a secondary office located in London. Steve Gray launched the company following his tenure at Entain Australia, where he spent four years.