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.
Amusnet has once again been recognised among Bulgaria’s leading employers, securing a place in the prestigious ICAP CRIF “Leading Employers in Bulgaria 2026” ranking.
The company is ranked among the Top 500 private employers in Bulgaria, reaffirming its position as one of the country’s fastest-growing and most successful technology companies. According to the ranking, Amusnet has achieved an impressive 14.29% year-on-year workforce growth.
The recognition comes as a testament to Amusnet’s sustained business expansion, strong employer brand and continued investment in talent development. Over the past year, the company has expanded its teams across multiple functions, supporting the growing demand for its gaming products and technology solutions in regulated markets worldwide.
Beyond its workforce growth, the ranking highlights Amusnet’s outstanding business performance, reflecting the strength of its business model, operational excellence and long-term strategic vision.
The annual ICAP CRIF “Leading Employers in Bulgaria” publication recognises the country’s largest private-sector employers based on official workforce data and serves as one of the most respected benchmarks for business performance and employment contribution in Bulgaria.
Being included among Bulgaria’s leading employers underscores Amusnet’s commitment to creating a dynamic and inspiring workplace where collaboration, and professional growth thrive. The company continues to attract highly skilled talent while fostering a culture that empowers employees to develop their talent.
As Amusnet continues its international expansion, this recognition further validates the company’s role as a key contributor to Bulgaria’s technology ecosystem and one of the country’s most influential employers.
The post Amusnet Strengthens its Position Among Bulgaria’s Leading Employers in ICAP CRIF Ranking appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
The football-themed virtual sports title is built on Kiron’s GOAL Premier engine and adds new betting markets to MaxBet’s Serbia offering.
Kiron Interactive has launched its Fans World Cup virtual football game with MaxBet Serbia, expanding its footprint in the country’s regulated market.
The title is built on Kiron’s GOAL Premier engine and features short-format virtual matches themed around international football. Kiron said the product includes broadcast-style visuals and a range of betting markets.
Steven Spartinos, Co-CEO of Kiron Interactive, said: “Football continues to be the most popular sport across Europe, and Fans World Cup was developed to capture the passion and excitement of the World Cup currently taking place in the USA. We are delighted to see the game launch with MaxBet Serbia, a valued partner that shares our commitment to delivering high quality entertainment . This launch represents another important step in expanding the reach of our proprietary games portfolio across key regulated markets.”
Zeljka Jevic, Virtual Games Manager at MaxBet added: “We are always looking for innovative content that resonates with our players and strengthens our offering. Fans World Cup delivers a fresh take on virtual football, combining high quality visuals and a format that reflects the excitement of the international competition. This launch reinforces our successful partnership with Kiron and our shared commitment to delivering premium entertainment experiences to our players.”
Kiron said Fans World Cup offers football betting markets including full time result, correct score, goalscorers and card outcomes. The supplier framed the MaxBet rollout as part of its wider strategy to grow distribution of proprietary virtual sports content through operator partnerships in regulated markets.
The post Kiron Interactive rolls out Fans World Cup with MaxBet Serbia appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
The supplier says the partnership supports the club and aligns with its growing focus on sports betting via its Sportsbook platform.
EGT Digital has signed a sponsorship partnership with Bulgarian football club CSKA Sofia, with the companies positioning the deal as a long-term collaboration.
“Sport has the unique ability to unite communities, inspire future generations, and create opportunities for personal growth,” said Vladimir Dokov, CEO of EGT Digital. “Our partnership with CSKA Sofia reflects our long-term commitment to supporting initiatives that have a meaningful impact. We are proud to stand behind a club with such a rich history and strong dedication to developing talent.”
Vangel Vangelov, CEO of CSKA, said: “Partnering with an internationally recognized brand like EGT Digital is a strategic opportunity that will support CSKA’s continued development and help us achieve our long-term objectives. It is also a testament to the club’s importance in society and its role as a true social phenomenon. We are delighted to welcome EGT Digital as a partner that shares our vision for a sustainable, long-term collaboration in support of such a socially significant sector as sport.”
EGT Digital also tied the sponsorship to its sportsbook business, citing its Sportsbook platform as part of the company’s growing presence in the sports sector. The supplier said the product is designed for operators and offers technology-led features, coverage and customization options.
Financial terms, contract length, and sponsorship asset details were not disclosed.
The post EGT Digital signs sponsorship deal with CSKA Sofia appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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