MaxBet expands live casino with Imagine Live

• Imagine Live has partnered with MaxBet, one of the leading sports betting and gaming operators in the Balkans.
• The rollout starts in Montenegro, before extending to Serbia and then Bosnia and Herzegovina.
• MaxBet, in which Flutter Entertainment holds a majority stake, serves around 95,000 online players each month.

Imagine Live has partnered with MaxBet, one of the leading sports betting and gaming operators in the Balkans, to bring its live dealer games and game shows to the operator’s player base.

The rollout begins in Montenegro, before extending to Serbia and then Bosnia and Herzegovina.

The deal extends Imagine Live’s presence across regulated markets in south-eastern Europe, adding another established operator to its growing partner network in the region.

Phased rollout under way

MaxBet’s players will gain access to Imagine Live’s portfolio of live dealer tables and game shows as the rollout progresses across the three markets. Montenegro goes live first, with Serbia and Bosnia and Herzegovina to follow.

MaxBet serves around 95,000 online players each month and ranks as Serbia’s second-largest omni-channel operator by online market share.

Flutter-backed operator

Flutter Entertainment, the global operator behind brands including Paddy Power and Betfair, agreed to acquire an initial 51% stake in MaxBet in September 2023 for €141 million; the deal closed in early 2024, with an option to buy the remaining stake in 2029. It gave Flutter a platform for further expansion across the Balkans, building on MaxBet’s existing footprint in Serbia, Montenegro, Bosnia and Herzegovina and North Macedonia.

Flutter has continued to expand its international reach since then, most recently reporting strong quarterly revenue growth across its wider portfolio.

Studio network spans three countries

Imagine Live streams its content from studios in Armenia, Romania and Spain. Launched in 2022, the provider operates more than 200 tables and holds licences with the UK Gambling Commission, the Malta Gaming Authority, Romania’s ONJN, Greece’s Hellenic Gaming Commission (HGC), Ontario’s AGCO and other regulators.

Commenting on the MaxBet partnership, CCO Nadiya Attard said:

“Going live with MaxBet reflects the strength of our content and our focus on partnering with established operators across regulated markets. MaxBet is one of the most respected names in the Balkans, and starting in Montenegro before expanding into Serbia and Bosnia & Herzegovina gives us a strong platform in a region we know well.”

Nadiya Attard joined Imagine Live as Chief Commercial Officer in May 2026, bringing more than 20 years of B2B and B2C experience from Betfair, NetEnt, Relax Gaming and Elantil.

Tornike Tordia, Head of Gaming at MaxBet, added:

“Bringing Imagine Live’s live casino content to our players reflects our commitment to offering a varied, high-quality gaming experience. Their live dealer games and game shows add real depth to our offering, and we look forward to rolling them out across our markets as the partnership grows.”

Competition builds in the Balkans

The partnership lands as live casino suppliers compete for footholds in a region still building out its regulated online offering. For MaxBet, the addition strengthens a product line that has become a growing focus of its strategy since coming under Flutter ownership.

A successful rollout across Montenegro, Serbia and Bosnia and Herzegovina would give Imagine Live a foothold spanning three regulated Balkan markets through a single operator relationship.