MaximBet, which describes itself as a “lifestyle sports betting and online casino brand” that is owned and operated by Malta-based Carousel Group and in partnership with Maxim, plans to launch its sportsbook in Indiana and Iowa as part of its ongoing national expansion. MaximBet launched in Colorado late last year, and will go live in Indiana in conjunction with Caesars Entertainment, Inc. (MaximBet officials were unable to tell us which Indiana Caesars property would add it as a skin . . . nor when we might expect the local launch). MaximBet promotes itself as being “separated from the pack of traditional sportsbooks by rewarding players with real world, money-can’t-buy experiences and best-in-class customer service.” The company recently announced a multiyear partnership with sports betting provider Kambi Group plc, and White Hat Gaming, an iGaming platform provider, on a technology stack. There is a strong Indiana connection to MaximBet. Biglari Holdings Inc., founded by entrepreneur Sardar Biglari, owns Indianapolis-based Steak ’n Shake, and Maxim magazine. Biglari received a multimillion-dollar payment from Carousel for the rights to use the Maxim name – along with a minority equity stake in the online gambling venture, and if the notoriously contrarian Mr. Biglari and his company (with its unabashedly “formidable” business architecture and unique distribution of earnings) required to file full financial disclosure reports for licensing, those proceedings could become interesting.
