Caesars Sportsbook and Kero Sports reached a partnership Monday to enhance the live sports betting markets on Caesars' sportsbook app.
Live betting is one of the key (and profitable) offerings a sportsbook can provide its customers. Caesars unveiled FireBets, its micro-betting product, in 2023. The partnership with Kero will allow Caesars Sportsbook to elevate its live betting offerings in major sports leagues.
Kero Sports, a supplier of contextual micro sports betting markets, provides its technologies to more than 150 sportsbook partners worldwide. The company also handles the real-time generation, pricing, trading, and settlements of fast markets across several sports.
“We are extremely proud to partner with an iconic brand like Caesars. Our team has worked relentlessly to incorporate the learnings of the last few years in the international arena not simply to ensure that we have the content our partners desire but to ensure that this content delivers across the metrics of profitability, engagement and retention,” said Tomash Devenishek, CEO of Kero.
One aspect that Kero may bring to Caesars is its algorithm that creates personalized markets for the bettor every 15 seconds.
Devenishek emphasized the importance of microbetting for younger bettors.
“Today’s sports betting products will be rejected by the next generation,” he said back in 2021.
Microbetting an important tool
This partnership follows DraftKings' move to acquire microbetting provider Simplebet in August. Simplebet, a leader in microbetting technology, previously owned a clientele list that included Caesars and bet365.
The acquisition allowed DraftKings, a sports betting competitor to Caesars, to incorporate Simplebet's proprietary live betting offerings into its existing platform.
In 2024, Simplebet announced it posted a third straight season of growth with NBA markets and it saw 18 million bets during the 2023 NFL regular season.
