US expansion strategy

MaximBet secures Kambi's sportsbook platform, White Hat's iGaming solutions

Reading time 2:32 min

Kambi Group announced Monday it has entered a multi-year sportsbook partnership with sports betting brand owned and operated by Carousel Group, MaximBet. The brand has also announced an agreement with White Hat Gaming, an iGaming platform provider, 

Under the terms of the deal, MaximBet, which launched in September in partnership with the men’s lifestyle media brand Maxim and is part of China-based ZK International Group Co.'s portfolio, will integrate Kambi’s sportsbook platform into its technology stack, aiding the brand’s strategy to accelerate its growth throughout North America.

As MaximBet continues to expand across North America, it will leverage Kambi’s betting solutions, from compliance provision and odds compiling to customer intelligence and risk management, as well as an array of market-leading products such as Bet Builder, its in-event and multi-event combinability product.

MaximBet is made up of sports betting and casino website,, and tailor-made native iOS and Android apps that allow users to bet on sports and casino. The brand leverages Maxim’s large, integrated network of print, digital and social platforms and events to engage the Maxim community alongside its community of sports bettors.

MaximBet, which is live in Colorado, is set to go live in at least five additional US states - Indiana, Iowa, New Jersey, Ohio and Pennsylvania – and also expects to launch in Canada in 2022 along with a series of other US states to be announced soon. MaximBet recently launched MaximBet Play, it’s first free-to-play game available nationwide and in Canada. 

In an official press release, Kristian Nylén, CEO, Kambi, spoke about this new alliance and said: “Kambi is delighted to become the exclusive online sportsbook provider to MaximBet, a company that is committed to delivering a superior experience to its players".

“The management team at Carousel Group understand the benefits of Kambi’s scalable sports betting technology and services, as well as the flexibility to innovate on top of its own platform and leverage the strength of the Maxim brand. This is an important partnership for Kambi as we continue to strengthen our global network and we look forward to working closely with MaximBet to aid its expansion across the US", he concluded.

Daniel Graetzer, CEO, MaximBet, added: “When we launched MaximBet late last year, we promised our users the very best experience, both online and in the real world. Teaming up with Kambi - the world’s most prestigious sports betting technology supplier - makes this promise even more of a reality. This partnership will enable MaximBet to allocate more resources to its rapid expansion and real-life experiences that set it apart from the traditional, by-the-book sports betting operators. If MaximBet users thought the exclusive rewards, prizes, events and experiences were incredible before, they haven’t seen anything yet.”

Furthermore, through the partnership with White Hat Gaming, MaximBet will have access to its full-service online gaming platform and PAM solution, including proprietary technology such as in-house cashier and first-to-market travelling wallet. 

“White Hat Gaming selects only partners that share our vision of delivering a best-in-class gaming experience for its users, and there’s no better example of an operator’s commitment to that promise than MaximBet,” said Phil Gelvan, CEO of White Hat Gaming. “Outsourcing core technology like the platform and PAM solution will enable MaximBet to focus on its expansion, player acquisition and retention whilst guaranteeing a best-in-class product.”

Launched in September 2021 in Colorado, MaximBet has achieved rapid market acceptance in the state across all critical measures, including 50% month-over-month handle increases, influx of new players and above expected retention. 

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