As the igaming and sports betting operator closes a Series A funding round, the Carousel Group has confirmed a global strategic alliance with advertising brand Maxim.
The first of these innovations will see the introduction of MaximBet, a website and native iOS and Android applications that will enable users to bet on sports and casino in the United States and around the world.
Maxim’s interconnected network of print, visual, social, and experiential channels can be used to engage the group’s audience and sports bettors, according to reports.
Preeminent lifestyle brand
Daniel Graetzer, CEO of Carousel Group said: “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.”
Carousel has completed its aforementioned investment round, which included $50 million from xSigma Entertainment Limited, in accordance with its strategic relationship.
xSigma is a wholly owned subsidiary of ZKIN International Group, a tech-forward corporation that will serve as a capital advisor to MaximBet. ZKIN International Group is a Nasdaq-listed company. The funds will be used to expand into new states in the United States and for promotion purposes.
Maxim SVP Susan Kilkenny said: “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.
“Together, we feel that MaximBet has the power to innovate and elevate the online sports betting and igaming market.”