Caesars Entertainment has enhanced its sports trading capabilities with the acquisition of Queensland-based pricing technology company ZeroFlucs.

Founded in 2021 in Brisbane, Australia, ZeroFlucs enables sports betting operators to augment their pricing offerings while leveraging their own existing data sources and relationships.

The acquisition follows a successful integration of ZeroFlucs’ technology into the Caesars Sportsbook platform through a commercial arrangement that enabled the recent launch of new products, such as in-play same-game parlays and an improved menu of same-game parlay markets for Major League Baseball.

“We are excited to welcome the talented ZeroFlucs team into the Caesars family,” said Caesars Digital president Eric Hession. “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 program.”

ZeroFlucs founder and CEO Steve Gray, who joins Caesars Digital as senior vice president of pricing initiatives, commented: “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.

 “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 chief technology officer Carly Christensen, who joins Caesars Digital as senior vice president of pricing technology.

They will work alongside members of Caesars’ data science and data engineering teams.

Shares in Caesars Entertainment Inc (NASDAQ:CZR) gained 1.29 per cent to close at $37.66 per share in New York Monday.