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

MaximBet is a US-based online gambling brand which launched last September in partnership with the men’s lifestyle brand.

The deal will see the operator integrate Kambi’s sportsbook platform into its technology stack, which Kambi said will aid its strategy to accelerate growth throughout North America.

MaximBet is currently available in Colorado via its website, iOS and Android apps, with both online sports betting and iGaming. 

The brand is set to go live in at least five further states including Indiana, Iowa, New Jersey, Ohio and Pennsylvania, in addition to launching in Canada (Ontario) this year.

MaximBet recently launched MaximBet Play, it’s first free-to-play game across the US and Canada.

As the brand continues to expand across North America, it will leverage Kambi’s betting solution, including compliance provision, odds compiling, customer intelligence and risk management.

“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 Kristian Nylén, CEO of Kambi.

“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.”

Daniel Graetzer, CEO of 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.”

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

MaximBet also recently announced a new partnership with casino platform supplier White Hat Gaming for use of its online gaming platform and player account management system (PAM). 

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