MaximBet is ‘more than just a betting product’ as it positions itself as a ‘lifestyle’ brand, according to the firm’s Chief Strategy Officer, Paul Leggett.
Partnered with Maxim Magazine, MaximBet rolled out in Colorado last September, while this year it expects to be greenlighted for a total of eight states, including Indiana, Iowa, New Jersey, Louisiana, Ohio, and Pennsylvania.
Speaking to SBC Media at SBC Summit North America last year on the strategies that MaximBet is using to become more than a betting brand, Leggett remarked: “MaximBet is betting combined with experiential marketing and a big loyalty programme, so we invest very heavily in loyalty, into real-world experiences. But we also just want to give our customers access to exclusive benefits and rewards and give them the opportunity to participate in the Maxim lifestyle.”
Such a lifestyle also includes interaction with various sports teams, for which Leggett added: “We want to give our customers the opportunity to go to games and have amazing experiences, and we also want to engage with broader audiences at those venues. So, partnerships with football teams and basketball teams are a big part of what MaximBet is about.”
Offering a sneak peak into the firm’s expansion plans for this year, Leggett added: “We’re starting with Indiana, Iowa, New Jersey. Hopefully, Louisiana and Ohio if legislation goes correctly.
“Then Pennsylvania and a few others later in the year so we have very big expansion plans and we’ve been preparing for this moment. We’re really excited to rollout into a bunch of new states.”
