Carousel Group and Maxim combine to create MaximBet sports wagering and igaming website

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Sports betting and casino operator Carousel Group has entered into a global strategic partnership with media brand Maxim to create MaximBet, a sports betting and casino website at

Under the terms of the deal, there will also be tailor-made native iOS and Android apps that will allow users to bet on sports and play casino games in the US and globally. The new venture aims to leverage Maxim’s integrated network of print, digital, social and experiential platforms to engage the Maxim community and sports bettors alike.

Daniel Graetzer, CEO of Carousel Group, commented: “Maxim has established itself as a preeminent lifestyle brand over the last 25 years, and with Carousel’s strong experience in the online betting space, together we will be able to establish a powerful new gambling brand. 

“Our mutual objective to provide premiere entertainment and VIP experiences to the same customer demographic makes Maxim the perfect partner for Carousel and we can’t wait to launch MaximBet later this year for fans.”

In conjunction with its strategic partnership with Maxim, Carousel Group has also confirmed the closing of its Series A investment round with $50m funding from xSigma Entertainment Limited

xSigma is a wholly owned subsidiary of Nasdaq listed ZKIN International Group, a tech-forward company that acts as a capital partner to MaximBet. Funds will be used to drive growth into additional US states and for marketing purposes.

Carousel Group entered the US gaming market as a sports betting operator in late 2020, and it rapidly secured market access deals in New Jersey, Colorado, Indiana, and Iowa. The group boasts scalable and self-managed infrastructure that includes proprietary technology as well as in-house trading and risk management teams.

“We are always looking to provide the Maxim audience with new, rich and engaging experiences, and are incredibly excited to be entering the sports betting and igaming space with our partners, Carousel Group,” said Maxim SVP Susan Kilkenny. “Together, we feel that MaximBet has the power to innovate and elevate the online sports betting and igaming market.”