Caesars Entertainment, seeking a stronger foothold in the same-game parlay market, announced Friday it has acquired Australia-based sports betting technology company ZeroFlucs.
The two companies had a pre-existing relationship, with Caesars Sportsbook integrating ZeroFlucs technology as part of a recent upgrade to its parlay offerings for the current Major League Baseball season, including in-play same-game parlays.
“We are excited to welcome the talented ZeroFlucs team into the Caesars family,” Caesars Digital President Eric Hession said in a joint statement. “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.”
Caesars and other mobile sportsbooks are trying to cut into FanDuel‘s market share for same-game parlays, with the online titan being the first mover to market for such offerings.