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MaximBet Announces Sports Betting Platform Partnership With Kambi

James Murphy
by in Gaming Industry on
  • MaximBet has announced a multi-year partnership with gaming technology provider Kambi.
  • Carousel Gaming announced a partnership with Maxim Media–publisher of Maxim Magazine–in early April 2021.
  • MaximBet launched their platform in Colorado in November 2021.

One of the more interesting entries by a media company 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.

Despite a less than auspicious start, MaximBet now looks to be gaining some momentum. The brand has already launched in Colorado and has secured market access in Ohio and Pennsylvania. They’ve also announced plans to enter Indiana, Iowa and New Jersey as well as a future launch in Canada (presumably Ontario). ZK International is based in Wenzhu, China and is the parent company of Maxim Media. 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 earlier this month. 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.

Here’s the full text of the announcement from the press release:

ZK International Group Co., Ltd. (Nasdaq: ZKIN) (“ZKIN”, “ZK International” or the “Company”), is pleased to announce that its portfolio company, MaximBet, the lifestyle sports betting and online casino brand owned and operated by Carousel Group and in partnership with Maxim, today announced exclusive multi-year agreements with two of the preeminent names in betting and gaming as it continues its rapid North American expansion.

MaximBet is partnering with Kambi Group plc, a leading global sports betting provider, and White Hat Gaming, a leading iGaming platform provider, to accelerate its nationwide scaling efforts while allocating more resources to delivering epic real-world events and once-in-a-lifetime experiences to its users.

Kambi Group has been going gangbusters to start the year–they announced a partnership deal with Affinity Interactive earlier this month that will see their technology powering the mobile, online and retail sports betting for DRF Sports. DRF Sports is the new sports betting brand from the Daily Racing Form, which is owned by Affinity Interactive.

Daniel Graetzer, CEO, MaximBet, is glad to have a couple of highly respected technology companies on board:

“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 sportsbook provider – and White Hat Gaming – the premium online gaming platform and PAM solution – makes this promise 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 platforms. If MaximBet users thought the exclusive rewards, prizes, events and experiences were incredible before, they haven’t seen anything yet.”

The press release gave this summary of what the Kambi partnership means to MaximBet:

By leveraging Kambi’s award-winning technology and expansive sports betting services, as well as its expertise in compliance, risk management and sports integrity, MaximBet is well placed to quickly establish itself as the premier destination for sports betting in the US. Through this partnership with Kambi, one of the most trusted and innovative names in sports betting, MaximBet is uniquely positioned to bring a superior sports betting experience with premium fan content and events to every new market it enters.

Kristian Nylén, CEO of Kambi, said that the company is looking forward to working with MaximBet as they further increase their already large North American presence:

“Kambi is delighted to become the exclusive online sportsbook provider to MaximBet, a company that understands the benefits of scalable sports betting technology and is committed to delivering a superior user experience. This is a significant partnership for Kambi as we continue to expand our North American footprint.”

Here’s what the press release said about MaximBet’s partnership with White Hat Gaming:

Through the partnership with White Hat Gaming, MaximBet will have access to its unmatched, full-service online gaming platform and PAM solution, including proprietary technology such as in-house cashier and first-to-market traveling wallet. With market-leading casino content as well as Kambi’s sportsbook solution, this allows the company to enhance the consumer experience while driving commercialisation in an efficient and responsible manner with the highest standards of regulatory compliance and reporting.

Phil Gelvan, CEO of White Hat Gaming, had these very complementary comments about MaximBet:

“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. 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.”

I really like what MaximBet is doing. Their biggest challenge is the same one facing every other company in the US market–boneheaded regulation. This is why it is crucial to create sports betting regulations that welcome competition and innovation.

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