Digital marketing services provider for the global igaming industry, Group, has bolstered its US growth strategy after appointing Max Bichsel to lead the company’s expansion into the sports betting market in the US. 

Before joining Group, Bischel served as the director of US sales for Kambi. His new role will include the development and expansion of’s partnerships with brands in the US market.

“With Max on board to lead our U.S. efforts, the Group will expand partnerships, marketing and sales efforts in America and continue to grow market share,” Group Chief Executive Officer Charles Gillespie said. 

“Performance marketing will play an important role in the growth of the sports betting and online gambling industry in America and Group is best positioned to benefit from this expansion of regulated online gambling in the United States,” Bichsel added. 

“I look forward to working with the Group’s clients, building teams and creating new partnerships to expand the Group’s footprint in the U.S. and solidify the company’s position as leaders in iGaming and sports betting.”

During his time at Kambi, Bischel led strategic partnerships with sportsbooks including Rush Street Interactive, Penn National, DraftKings and 888. Bichsel helped oversee the establishment of Kambi’s US headquarters in Philadelphia.

Prior to Kambi, Bichsel served in various sales and business development roles for internet, software and advertising companies including Selligent, Powa Technologies and HookLogic, which was acquired by Criteo.