Imagine Live and MaxBet Expand Balkan Casino Deal

Imagine Live has entered a new partnership with MaxBet to introduce its live casino offering to players across the Balkans. The agreement will see a staged launch across several regulated markets, beginning in Montenegro before expanding to Serbia and Bosnia & Herzegovina.

The collaboration connects Imagine Live’s live dealer games and game show portfolio with MaxBet’s online customer base. MaxBet operates as one of the region’s established sports betting and gaming operators, with the company serving approximately 95,000 online players each month.

MaxBet has maintained a leading position in Serbia, its primary market, and has been majority-owned by Flutter Entertainment since 2023. Flutter Entertainment operates global brands including Paddy Power and Betfair.

Partnership Introduces Live Casino Content Across New Markets

The initial rollout in Montenegro will mark the first stage of the agreement, with further launches planned in Serbia and Bosnia & Herzegovina. Through the partnership, MaxBet customers will gain access to Imagine Live’s collection of live dealer tables and game shows.

The content will be delivered from Imagine Live studios located in Armenia, Romania and Spain. The provider launched in 2022 and currently operates more than 200 tables while holding licences with regulators including the UKGC, MGA, ONJN and HGC.

The agreement strengthens Imagine Live’s position in regulated gaming environments and expands its reach among players in Southeast Europe. The provider has continued building relationships with operators in markets where licensed online gaming services are growing.

Nadiya Attard, Chief Commercial Officer at Imagine Live, said: "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."

MaxBet Customers To Receive Expanded Gaming Options

The partnership gives MaxBet another live casino content provider as it develops its gaming selection across its operating markets. The operator said the addition of Imagine Live’s games will support its aim of providing players with a broader entertainment offering.

Tornike Tordia, Head of Gaming at MaxBet, said: "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."

Imagine Live said the agreement demonstrates its continued work with established operators in regulated jurisdictions. The provider’s portfolio of live dealer products and game show formats will become available to MaxBet users as the phased market launches progress.

The partnership places Imagine Live alongside MaxBet’s existing operations in a region where regulated online gaming markets are continuing to develop. The rollout schedule will begin in Montenegro, with Serbia and Bosnia & Herzegovina set to follow as the companies extend availability of the content.

The companies expect the phased approach to allow the live casino offering to be introduced gradually across MaxBet’s markets. As each launch takes place, players will gain access to Imagine Live’s range of streamed table games and interactive formats through the operator’s platforms.

Source:

“Imagine Live goes live with MaxBet bringing live casino to the Balkans”, linkedin.com “Imagine Live”. Jul 9, 2026