MaximBet, the sports betting unit of the Carousel Group, expects to launch its offering in Ontario in 4Q22, after going live in the U.S. state of Indiana at the end of last week.
Indiana was the second U.S. state for MaximBet, which went live in Colorado last year. The company is primarily focusing on the North American markets, but ultimately plans to be a global brand, group founder and CEO Daniel Graetzer said in an interview on the sidelines of iGaming Next in Malta.
“Our expectations are enormous, the market is amazing. It’s the hottest market in the world right now,” he said. “We’re still in the very early stages….but so far the numbers coming out of the U.S, the projections for growth are incredible.”
The launch is the first for MaximBet featuring its new sports betting service and user experience technology developed in partnership with Kambi Group and White Hat Gaming.
“We are thrilled to go live with MaximBet as they seek to become a leading sports betting brand and deliver an engaging experience to their players,” said Kristian Nylén, Kambi CEO and Co-Founder. “Their customer-first mentality makes their debut launch in Indiana an exciting opportunity for both parties as well as bettors in the midwestern state.”
The company said the rollout in Indiana sets the path for rapid expansion in several additional markets including Iowa, New Jersey, Pennsylvania and Ohio, among others, as well the Canadian province of Ontario.
Graetzer said the company is in the regulatory process in Ontario and is excited about the market there. At present, MaximBet is looking to launch in 4Q22.
MaximBet is a partnership between Carousel and Maxim Magazine. It also recently recruited rapper Nicki Minaj as a board member and brand ambassador.
Graetzer said the company seeks to stand out in a crowded market by creating a lifestyle brand
“We’ve managed to put a brand position and a product offering and an experience offering together in a way that’s really different from what’s out there at the moment and the consumers are really loving it,” he said.
“The end result is that it leads to better customer relationships, better economics, longer lifetime values and happy players.”
The partnership with Minaj and Maxim has also allowed MaximBet to extend its demographic reach away from just the hard-core sports betting fans.
“Our brand also opens up a very diverse fan base in age range and gender and background and we’re really excited about that opportunity.”
The 300 Spartans
After triumphing in key locations across Asia and Europe, AGS is flying 300 top affiliates to Malta, for an all inclusive deluxe trip. The event will happen alongside SiGMA, 14-18th November, during SiGMA Europe.
Read more about the 300 Spartans here.