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SBTech to provide its software to MaxBet

Fully-managed sportsbetting turnkey solutions and services provider SBTech has signed an exclusive deal to provide its software to leading Serbian operator MaxBet.

The agreement will see SBTech replace the current land-based system used by MaxBet in the over 150 betting shops it operates in Serbia, Bosnia and Herzegovina and Romania with its own platform.

SBTech stated that the deal will allow MaxBet to provide customers with ‘a much wider variety of sports, leagues and bet types’ in addition to the ability to enjoy ‘an upgraded live betting experience with more than 8,000 monthly live events’.

In addition, the agreement will allow SBTech to provide MaxBet with online and mobile sportsbetting solutions in the future should the jurisdictions in which the operator is present pass regulations governing these activities.

“We're delighted to have MaxBet as our customer and we're pleased it has chosen SBTech to provide it with industry-leading sportsbetting software for its land-based betting shop operations,” said Itai Zak, Chief Executive Officer for SBTech.

“It's a fantastic move for the Serbian sportsbetting operator that will allow it to offer its customers a much richer sportsbetting experience including a wider range of live betting opportunities. We'll also provide it with the means to access the competitive markets of online and mobile with our industry-leading solutions, which will undoubtedly allow it to hit the ground running once regulation allows it.”

SBTech has offices in Bulgaria, Israel and Gibraltar and stated that this agreement ‘marks another important acquisition’ following previous agreements in the regulated land-based and betting shop market with Albanian firm Xhoilloto, Nigerian operator Betland and well-known European company BetShop.

“As a veteran bookmaker, we know exactly what it takes to run a successful land-based betting shop operation and it's clear that SBTech has the industry experience and technical expertise we need to take our business to the next level and join the market's front-runners,” said Sasa Marceta, Chief Executive Officer for MaxBet.

“SBTech is the leader in its field and has a great deal of experience and a track record of success when it comes to regulatory compliance, top-performing sportsbetting solutions for land-based operations and online and mobile betting platforms and we're confident this deal will result in a richer sportsbetting experience for both our current and potential new customers.”