The Carousel Group has rolled-out a global strategic partnership with media brand Maxim, as the igaming and sports betting operator closes a Series A investment round.
The former of those developments will see the launch MaximBet, a site and accompanying native iOS and Android apps that will allow users to bet on sports and casino in the US and worldwide.
It is said that the venture will leverage Maxim’s integrated network of print, digital, social and experiential platforms to engage the group’s community and sports bettors alike.
“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,” noted Maxim SVP Susan Kilkenny.
“Together, we feel that MaximBet has the power to innovate and elevate the online sports betting and igaming market.”
In conjunction with its strategic partnership, Carousel has also closed its aforementioned investment round, which brought $50m of funding from xSigma Entertainment Limited.
xSigma is a wholly owned subsidiary of Nasdaq listed ZKIN International Group, a tech-forward company that is to act as a capital partner to MaximBet. Funds will be used to drive growth into additional US States and for marketing purposes.
“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,” said Daniel Graetzer, CEO of Carousel Group.
“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.”