Kambi enters multi-year agreement with MaximBet

By Peter Lynch

Kambi Group has entered into a multi-year sportsbook partnership with MaximBet.

Under the terms of the deal, MaximBet, a sports betting brand owned and operated by Carousel Group, will integrate the supplier’s sportsbook platform into its technology stack. This will aid the brand’s strategy to accelerate its growth throughout North America.

MaximBet is live in Colorado, and is set to go live in at least five more US states (Indiana, Iowa, New Jersey, Ohio and Pennsylvania), as well as launching in Canada in 2022.

MaximBet CEO Daniel Graetzer commented: “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.”

Kambi noted that the agreement is set to have a small positive impact on its 2022 revenue, but has the potential to become a material source of revenue over the course of the contract.

“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,” said Kambi CEO Kristian Nylén.

 “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.”


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