Imagine Live and MaxBet: Phased Rollout Launches in Montenegro with Serbia and Bosnia & Herzegovina to Follow
Live casino software provider Imagine Live has signed a strategic commercial distribution agreement with MaxBet, a leading omni-channel sports betting and gaming operator in the Balkan region. The B2B content partnership is structured to systematically expand Imagine Live’s footprint across rapidly growing regulated European markets.
The technical deployment will utilize a phased integration roadmap. The initial rollout has officially commenced in Montenegro, with upcoming platform integrations scheduled to go live sequentially in Serbia and Bosnia & Herzegovina.
Leveraging Flutter Entertainment’s Regional Footprint
The partnership grants Imagine Live direct exposure to a highly active digital consumer base. MaxBet serves approximately 95,000 unique monthly active online players and maintains a dominant market share within its core Serbian territory. In 2023, the operation was acquired by global industry giant Flutter Entertainment, the FTSE 100 holding company powering marquee legacy brands such as Paddy Power, PokerStars, and Betfair.
Through this integration, MaxBet’s players will gain full access to Imagine Live’s modern live casino suite, which includes traditional live dealer card and table games alongside high-production value game show content. The provider’s content catalog is streamed natively from a distributed network of secure, state-of-the-art studio facilities located in Armenia, Romania, and Spain.
Since its market launch in 2022, Imagine Live has scaled its infrastructure to operate more than 200 active tables. The studio’s commercial expansion is backed by a robust framework of premium regulatory certifications, holding active licenses with the UK Gambling Commission (UKGC), the Malta Gaming Authority (MGA), Romania’s ONJN, and the Hellenic Gaming Commission (HGC).
Executive Commentary on Market Consolidation
Nadiya Attard, Chief Commercial Officer at Imagine Live, highlighted the corporate value of aligning with established operators in highly regulated spaces:
“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.”
Tornike Tordia, Head of Gaming at MaxBet, noted the strategic importance of content diversification for player retention:
“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.”
