MaxBet

MaxBet is a leading Serbian sports betting and gaming operator, founded in 1993 and headquartered in Novi Beograd. The company operates more than 450 retail outlets across over 200 cities in Serbia and neighboring countries including Montenegro, Bosnia and Herzegovina, and North Macedonia. Its diverse portfolio includes sports betting, number games, online gaming, virtual sports, and e-sports. MaxBet employs over 3,000 staff and emphasizes innovation through advanced technological solutions and an omni-channel approach that integrates retail and digital experiences.

In September 2023, Flutter Entertainment plc, a global leader in online sports betting and gaming, acquired a 51% stake in MaxBet for €141 million. The move was part of Flutter’s strategy to expand its presence in regulated and high-growth markets in the Balkans. MaxBet’s strong local brand, expansive retail network, and estimated 20% online market share in Serbia provide a solid foundation for Flutter to accelerate its regional footprint and offer differentiated gaming experiences.

Keywords: MaxBet, Flutter Entertainment, sports betting, gaming operator, Serbia, Balkans, online gaming, retail outlets, acquisition, omni-channel