Caesars Entertainment has acquired Australian sports betting technology firm ZeroFlucs Group in a move intended to enhance the entertainment giant’s digital trading business.

the ZeroFlucs addition will help Caesars bolster its pricing offering

In a Friday news release announcing the deal, the Nevada-based brand stated the ZeroFlucs addition will help Caesars bolster its pricing offering while also leveraging “existing data sources and relationships.”

While neither party disclosed the financial aspects of the acquisition, they are no strangers to each other. Prior to the buyout, ZeroFlucs successfully integrated its technology into Caesars Sportsbook via a deal that powered the launch of the sportsbook’s new products, including in-play same-game parlays and a significantly improved line-up of “SGP-eligible” markets for the MLB.

Caesars Digital President Eric Hession expressed his excitement over the dea, which he said builds on the pair’s existing relationship that has already strengthened the sportsbook’s customer experience. ?

Hession stated ZeroFlucs’ “expertise in data science and trading technology coupled with their passion for sports makes them a perfect fit.” The exec added the move was part of his firm’s drive to give its customers a market-leading sports betting product that complements its Caesars Rewards scheme.

The acquisition came with the ZeroFlucs founder and CEO Steve Gray joining Caesars Digital as its Senior Vice President of Pricing Initiatives.

In the news release Friday, Gray stated ZeroFlucs was “thrilled” to join Caesars and couldn’t imagine “a better home for our people or a platform for our product to shine on.”