Flutter Completes €141M Purchase for Majority Stake in MaxBet
LISTEN TO THIS ARTICLE:Flutter Entertainment, the global betting company, has announced it has completed the €141 million majority purchase of MaxBet, a Serbian-based gaming operator.
Under the terms of the deal, Flutter now owns 51% of MaxBet, and the global betting business has the sole rights to acquire the rest of MaxBet.
Flutter Entertainment is the parent company of global brands, including PokerStars, Adjarabet, Sisal, Junglee, and Betfair. Following the majority purchase of MaxBet, the gaming operator will be managed by the Flutter International division.
The deal was first announced last September, with Flutter expressing that the deal would meet its expansion plans and give the company immediate access to the Serbian market.
Flutter Edge Program to Be Integrated into MaxBet Platform
The purchase of MaxBet is a strategic move by Flutter that will provide investment to enhance the reputation of the trusted local gaming operator, and both parties hope the company will become a dominant company in the Balkan markets.
Flutter says part of the synergy gains from the acquisition will see the integration of the Flutter Edge Program into the MaxBet platform. Flutter believes this will increase MaxBet's omnichannel capabilities and enhance the customer experience for players in the Balkan region.
MaxBet is a household name in the Balkans, and we’re incredibly proud to have them join our team. Their strong retail footprint, loyal customer base, and passionate team make them an ideal partner for our expansion plans in the region. Together, we’re poised to take the player experience to new heights. By combining MaxBet’s local market knowledge with Flutter Edge’s cutting-edge technology and products, we’ll deliver an unrivaled gaming experience to our customers across the Balkans.
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