Balkans
Flutter Entertainment Buys 51% Stake in Serbia’s MaxBet
Paddy Power and Fanduel owner Flutter Entertainment said it had bought an initial 51% stake in Serbia’s second biggest sports betting and gaming operator MaxBet for €141m in a bid to expand in the Balkans.
Flutter said the deal allows it to acquire the remaining 49% stake in 2029 on similar terms.
It added that the deal aligns with its strategy to target fast-growing, regulated markets where it can combine local expertise with its global pricing and technology.
Flutter, the world’s largest online betting company, said the €700m Serbian betting market is attractive due to its relatively low online penetration of around 35% and expected online compound annual growth to 2025 of about 15%.
MaxBet, which generated pro forma fully regulated revenue of €145m in the year to June, 44% of it online, also has a smaller presence in Bosnia, Montenegro and North Macedonia.
It has an estimated 20% online share as well as over 400 retail outlets across four markets, a well-known local brand and 95,000 online average monthly players.
Flutter, which makes 78% of its revenue in its main divisions of the US, Australia and Ireland and the UK, operates in more than 100 countries around the world.
Peter Jackson, Flutter’s chief executive, said today’s acquisition continues the company’s progress against the strategic priorities it has set for its International division; to buy and build podium positions in regulated markets.
“We believe MaxBet is an excellent opportunity to replicate the success we have achieved in markets like Georgia, India and Italy by acquiring a strong brand in a podium position, where we see a compelling opportunity to combine that extensive local expertise with the power of the Flutter Edge to accelerate and transform growth,” the CEO added.
The deal is subject to customary regulatory clearances and is expected to close in the first quarter of 2024.
Balkans
Strong Customer Response Marks Successful Belgrade Future Gaming 2026 for NOVOMATIC
NOVOMATIC concluded a highly successful participation at Belgrade Future Gaming 2026, further reinforcing its strong presence in the Southeast European market. Throughout the exhibition, the company welcomed a steady stream of visitors to its stand, providing an excellent platform for strengthening existing partnerships, establishing new business contacts and discussing future opportunities with customers from across the region.
The comprehensive product showcase featured a broad selection of NOVOMATIC’s latest gaming innovations. Among the highlights were Impera PROLINK 2 and the internationally successful XTENSION LINK series, including Volumes 2, 3, 4 and 5 as well as XTENSION LINK Ultimate, all of which attracted strong interest from visitors thanks to their proven performance and engaging feature mechanics. Visitors also explored VISION LINK, NOVOMATIC’s latest multi-feature linked progressive concept, alongside the versatile GAMINATOR X5, renowned for its flexible game mix and customization options.
A particular highlight for the regional market was the Impera Line HD Edition 10 – Balkan Special, which generated significant interest thanks to its carefully selected game mix tailored specifically to local player preferences.
Taking center stage was the award-winning DIAMOND X QUATTRO 1.55J, whose striking design and immersive player experience made it a standout attraction on the show floor. The portfolio was further complemented by a premium V.I.P. X setup, including the V.I.P. X Royal 1.85 and, for the first time at a Balkan trade show, the V.I.P. X Galaxy 2.65, both showcasing NOVOMATIC’s commitment to delivering high-end gaming experiences for modern casino environments.
As in previous years, NOVOMATIC’s successful cooperation with long-standing partner FAZI contributed to a strong exhibition presence, while the popular ADMIRAL Bet Pub catering concept once again provided a welcoming atmosphere that encouraged networking and business discussions in a relaxed setting.
“The positive response we received throughout the show was truly outstanding. Belgrade Future Gaming remains one of the most important industry events in Southeast Europe and provides an excellent opportunity to engage directly with our customers and partners. We were delighted by the strong interest in our product portfolio, particularly the Impera Line
HD Edition 10 – Balkan Special and the first presentation of the V.I.P. X Galaxy 2.65 in the region. The many valuable conversations and promising business opportunities generated during the event once again demonstrated the strength of the Balkan market and the value of close collaboration with our customers. I would like to sincerely thank all visitors, customers, partners, and our dedicated team for contributing to another successful edition of Belgrade Future Gaming,” said Miloš Pejić, Regional Manager SEE at NOVOMATIC.
With a comprehensive portfolio of internationally proven products, regionally tailored solutions and premium gaming innovations, NOVOMATIC once again demonstrated its ability to meet the diverse requirements of the Balkan market. The successful outcome of Belgrade Future Gaming 2026 further highlighted the company’s strong momentum across Southeast Europe and created a solid basis for future growth and collaboration with customers and partners throughout the region.
The post Strong Customer Response Marks Successful Belgrade Future Gaming 2026 for NOVOMATIC appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Balkans
Expanse Studios Signs Content Distribution Agreement with MaxBet
Meridian Holdings Inc. announced that the Company’s subsidiary, Expanse Studios, a leading B2B iGaming content provider, has signed a strategic distribution agreement with MaxBet, one of Serbia’s leading omni-channel gaming operators and a subsidiary of Flutter Entertainment. The agreement will enable Expanse to further expand the reach of its proprietary gaming portfolio across the Serbian market
By integrating with MaxBet’s established infrastructure, Expanse Studios gains expanded distribution through one of the region’s dominant operators. The partnership is already in full effect, with Expanse Studios’ suite of titles currently live and accessible to players.
“This agreement offers Expanse and Meridian direct access to Flutter’s increased global scale and capitalizes on the rising demand for our localized, high-performing content. With this collaboration, our focus remains on driving B2B growth through quality distribution and scalable partnerships with market-leading operators in regulated territories,” said Damjan Stamenkovic, CEO of Expanse Studios.
According to Statista, Serbia’s online gambling revenue is projected to grow to $186 million by 2029. MaxBet maintains an estimated 15-20% online market share in the country, making the firm a strong parter for potential increased revenue generation in one of Southeast Europe’s most dynamic regulated markets.
With more than 1500 B2B operator partnerships globally and a portfolio of over 70 proprietary titles, Expanse continues building distribution infrastructure in regulated markets where licensed operators require certified, compliant gaming content from established providers.
The post Expanse Studios Signs Content Distribution Agreement with MaxBet appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Amusnet
Monte Casino Sofia Elevates its Premium Gaming Floor with Amusnet’s Type S32
Amusnet continues to expand its premium land-based presence in its domestic market, Bulgaria, through a new installation at the premium Monte Casino Sofia, where state-of-the-art Type S32 slot machines have been added to the venue’s gaming floor.
The Type S32 cabinet delivers a modern gaming experience through its sleek aesthetics, ergonomic construction and advanced functionality. The cabinet features dual 32-inch Full HD displays, immersive surround sound, dynamic LED lighting and a modern digital touch screen button deck. Additional player-focused features, such as wireless charging and the powerful Amuser Plus platform, ensure seamless gameplay and exceptional performance.
The installation at Monte Casino Sofia reflects the venue’s commitment to offering top-tier entertainment and reinforces the successful collaboration between the two companies.
“The installation of the machines was a strategic decision for us. Our partnership with Amusnet is a guarantee for success. As a Slot Manager, I am always looking for solutions that engage players. These machines combine classic style with modern dynamics, making them an essential addition to our slot mix,” said Velizar Bratoychev, Slot Manager at Monte Casino.
The Type S32 provides access to a rich portfolio of Amusnet’s most popular slot titles with AMUSEBOX game pack, which includes a fantastic variety of fruit and character games, engaging player mechanics, including Jackpot Cards, Buy Bonus, Free Spins and many more. The combination of immersive gameplay and premium cabinet design creates a highly engaging gaming environment tailored to the expectations of the users.
With this latest installation, Amusnet further strengthens its position as a provider of land-based gaming solutions, continuing to deliver premium products and long-term value to its casino partners across the region and beyond.
The post Monte Casino Sofia Elevates its Premium Gaming Floor with Amusnet’s Type S32 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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