Imagine Live Partners MaxBet, Expands Balkan Live Casino
Nathan Williams 
Key Takeaways:
- Imagine Live partnered with MaxBet.
- Live casino content for the Balkans.
- Rolling out in Montenegro, Serbia, Bosnia & Herzegovina.
- Imagine Live operates over 200 tables.
- MaxBet serves 95,000 online players.
Imagine Live, a live casino provider, has partnered with MaxBet, a prominent sports betting and gaming operator in the Balkans. This collaboration aims to extend Imagine Live’s presence across regulated markets, delivering its live dealer games and game show content to MaxBet’s player base. The partnership is now agreed and rolling out, starting in Montenegro, with subsequent expansions planned for Serbia and Bosnia & Herzegovina.
Strategic Market Entry and Content Portfolio
The agreement will grant MaxBet's extensive player base access to Imagine Live’s comprehensive portfolio of live dealer tables and live dealer game shows. These offerings are streamed directly from Imagine Live’s advanced studios, which are strategically located in Armenia, Romania, and Spain. MaxBet, a significant operator in the region, serves approximately 95,000 online players each month and holds a leading position in its core Serbian market. The business has been majority-owned by Flutter Entertainment since 2023, indicating its strong market standing.
Imagine Live, which commenced operations in 2022, boasts a substantial infrastructure, operating more than 200 tables, cementing its position among top live casino software providers. The provider holds various regulatory licences, including those from the UKGC, MGA, ONJN, HGC, and other regulators, supporting its expansion into new territories. Nadiya Attard, chief commercial officer at Imagine Live, commented on the strategic importance of the deal: “Going live with MaxBet reflects the strength of our content and our focus on partnering with established operators across regulated markets. MaxBet is one of the most respected names in the Balkans, and starting in Montenegro before expanding into Serbia and Bosnia & Herzegovina gives us a strong platform in a region we know well.”
Enhancing Player Experience and Regional Footprint
Tornike Tordia, head of Gaming at MaxBet, articulated the operator's perspective on the new content: “Bringing Imagine Live’s live casino content to our players reflects our commitment to offering a varied, high-quality gaming experience. Their live dealer games and game shows add real depth to our offering, and we look forward to rolling them out across our markets as the partnership grows.” This partnership is set to enhance MaxBet’s gaming options, further solidifying its appeal to players in the Balkans. The collaboration also significantly extends Imagine Live's footprint into a key region where regulated live casino markets continue to demonstrate growth.
