MaximBet Signs Deal with Kambi

A general view of Beaver Creek Resort in Beaver Creek, Colorado. Sarah Stier/Getty Images/AFP

MaximBet has appointed Kambi as its exclusive online sportsbook provider in a bid to boost its appeal across the United States. A company called Carousel Group launched MaximBet last year after tying up a licensing agreement with the men’s lifestyle brand.

Carousel Group initially launched a brand called in Colorado in late 2020. It used proprietary technology created by the team at Carousel Group. was rebranded as MaximBet in 2021, with a slight design upgrade, but it used the same in-house technology.

It was a pretty impressive platform from a new company, as the site and app were cleanly designed and easy to navigate. However, MaximBet has now decided to use white-label technology from Kambi instead.

A Superb Online Sports Betting Platform

Kambi is a leading supplier of turnkey sportsbook platforms to online sports betting operators. Unibet created Kambi and it was part of the Unibet Group for several years, but it was spun off as a standalone company in 2014.

It is headquartered in Malta, but it also has offices in Philadelphia, London, Stockholm, Bucharest, Manila, and Sydney. Kambi powers some of Europe’s leading online sportsbooks. In the United States, its clients include Unibet, BetRivers, and several other operators.

MaximBet will now have a very similar interface to those brands, but it is very slick and polished. The Kambi online sportsbook platform covers an immense array of sports in exceptional detail, with several hundred wagering options on some games, plus the same game parlay builders and other features, and a very smooth navigation system.

MaximBet Shifts Its Focus

MaximBet now believes it is ready to “quickly establish itself as the premier destination for sports betting in the US” after agreeing on a supply deal with Kambi. It has also appointed white-label provider White Hat Gaming to run its online casino platform.

“When we launched MaximBet late last year, we promised our users the very best experience, both online and in the real world,” said MaximBet chief executive Daniel Graetzer. “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.”

A Significant Partnership for Kambi

Kambi was naturally delighted to secure another client. Chief executive Kristian Nylén has been warning operators that it is very difficult to create a successful in-house sportsbook platform, and MaximBet’s decision has bolstered his claims.

Kambi supplies several US sports betting operators, but it lost DraftKings as a client last year. It initially powered the DraftKings online sportsbook, but DraftKings then merged with Kambi’s main rival, SBTech, so it made sense to switch to SBTech.

“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,” said Nylén. “This is a significant partnership for Kambi as we continue to expand our North American footprint.”

MaximBet is planning to expand out of Colorado in a “rapid” fashion this year. It has already gained market access in several states, including Indiana, Iowa, New Jersey, Ohio, and Pennsylvania, and a Canadian rollout is also planned, while it aims to tie up more market access deals throughout 2022.