- MaximBet has announced the launch of their sports betting platform in Indiana.
- Carousel Gaming announced a partnership with Maxim Media–publisher of Maxim Magazine–in early April 2021.
- Indiana is the second US state for MaximBet. They launched their platform in Colorado in November 2021.
One of the more interesting entries into the US sports betting market is Maxim Media–publishers of Maxim Magazine--who has partnered with Carousel Group on MaximBet. Malta based Carousel Group announced the strategic partnership with ‘renowned media brand’ Maxim in April 2021. The plan for MaximBet is to launch initially in the US market and internationally after that.
Following a November 2021 launch in Colorado, MaximBet has gained traction during 2022. The brand has already launched in Colorado and has secured market access in Ohio and Pennsylvania. They’ve launched a ‘free to play’ app and made a nice gesture by stepping up with some financial assistance for victims of wildfires in Colorado last year. Their most recent announcement concerns some partnerships with technology providers, most notably a sports betting partnership with Kambi Group. Also announced was a partnership with White HatGaming for iGaming technology.
In March, MaximBet indicated that their next launch states would be Iowa and Indiana. These states weren’t a huge surprise–they’re two of only a handful of US states that has done sports betting right and welcomes new, innovative companies:
MaximBet, the lifestyle sports betting and online casino brand owned and operated by Carousel Group and in partnership with Maxim, the premier lifestyle brand, announced today that Indiana and Iowa will be its next two states to launch as part of its ongoing national expansion.
MaximBet, which launched in Colorado late last year, has separated from the pack of traditional sportsbooks by rewarding players with real world, money-can’t-buy experiences and best-in-class customer service. The company recently announced a multi-year partnership with Kambi Group plc, a leading global sports betting provider, and White Hat Gaming, a leading iGaming platform provider, on a technology stack. The partnership will provide players with a fast, intuitive and expansive betting experience featuring an incredible breadth of sports lines, live betting and creative props.
MaximBet has now announced their launch in Indiana, their second state in the US sports betting market. A press release announcing the Indiana debut indicating that next up would be Iowa, New Jersey, Pennsylvania and Ohio ‘among others’. Also on deck is a launch in Ontario. The Indiana launch is the first for MaximBet using their new sports betting platform and user UI developed in partnership with Kambi Group and White Hat Gaming.
Here’s what Daniel Graetzer, Founder and CEO, MaximBet had to say about the Indiana drop:
“We’re unwavering in our commitment to bring sports fans the greatest sports betting experience in the world, and that starts with premium content and a world-class betting environment. We will move quickly to bring our unique value proposition to players throughout the country. To begin now just as the NFL season is revving up and with NHL, NBA and college basketball action right around the corner, we couldn’t be more excited about our future.”
The press release indicates that the Kambi partnership will allow MaximBet to offer new products like microbetting and Teaser+. It also suggests that they’ll leverage Kambi’s ‘back of the house’ expertise, specifically compliance, risk management and sports integrity. Here’s what Kambi CEO and Co-Founder Kristian Nylen had to say about the partnership with MaximBet:
“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. Their customer-first mentality makes their debut launch in Indiana an exciting opportunity for both parties as well as bettors in the midwestern state.”
Press release hyperbole aside, MaximBet has done an impressive job at coming up with new marketing tactics leveraging the well known brand name. In particular, they’ve found ways to leverage the demographics of the Denver area to promote their Colorado sportsbook. There’s plenty of affluent, college educated and professionally employed males in the area and that’s the perfect target market for any sportsbook. It’s surprising that none of the 24 and counting online sportsbooks that have launched in Colorado *except* for MaximBet have tried to think ‘out of the box’ like this. There’s plenty of brand promotion in the Denver market but mostly through well established channels–billboard advertising, ads on the city’s light rail and buses, team sponsorship, etc. That can be effective, but I keep waiting for someone to come up with creative new ideas and they’ve been few and far between. MaximBet actually has a division specializing in parties and events which is a brilliant move.
