Jul 06, 2026 | 5:04 am
Imagine Live has strengthened its position in Southeast Europe through a new partnership with MaxBet, a major sports betting and gaming operator in the Balkans. The agreement will introduce Imagine Live’s portfolio of live dealer games and game show products to MaxBet customers across several regulated markets, beginning with Montenegro before expanding into Serbia and Bosnia & Herzegovina.
The rollout marks another step in Imagine Live’s international expansion strategy as the provider continues to increase its presence in regulated jurisdictions. Through the partnership, MaxBet players will gain access to a range of live casino content streamed from Imagine Live’s production facilities located in Armenia, Romania and Spain.
The launch will initially focus on Montenegro, with further market entries scheduled in Serbia and Bosnia & Herzegovina as the collaboration develops. The arrangement gives Imagine Live access to one of the region’s most established online gaming brands while expanding MaxBet’s live casino offering.
Balkan Expansion Targets Established Regulated Markets
MaxBet occupies a significant position within the Balkan gaming sector, particularly in Serbia, where it maintains a strong presence. The operator serves approximately 95,000 online players each month and has been majority-owned by Flutter Entertainment since 2023. Flutter is one of the largest global gambling groups and owns brands including Paddy Power and Betfair.
By integrating Imagine Live’s content, MaxBet is adding additional live gaming options to its platform as competition continues to grow across regulated European markets. The agreement also allows Imagine Live to further establish itself in a region where online casino regulation and player participation have expanded in recent years.
Since launching in 2022, Imagine Live has focused on building a broad geographic footprint. The company now operates more than 200 live gaming tables and holds licences from multiple regulatory authorities, including the UK Gambling Commission, Malta Gaming Authority, Romania’s ONJN and Greece’s HGC.
The latest agreement follows a period of continued growth for the supplier as it seeks partnerships with established operators in regulated markets.
Commenting on the launch, Nadiya Attard, Chief Commercial Officer at Imagine Live, 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."
Live Dealer Portfolio Added to MaxBet Platform
Under the agreement, MaxBet customers will receive access to Imagine Live’s live dealer tables and game show products. The content is designed to provide real-time gaming experiences streamed directly from the provider’s studio network.
Imagine Live has invested heavily in developing its production capabilities since entering the market three years ago. The company’s growth strategy has included expanding studio operations while implementing technology aimed at supporting both operational efficiency and player experience.
Among those investments are embedded artificial intelligence tools intended to assist with risk management and fraud prevention. The provider has also developed systems that monitor dealer performance and behavior while supporting localized content strategies tailored to different markets.
These initiatives form part of the company’s effort to combine large-scale live casino production with market-specific experiences for operators and their customers.
MaxBet sees the partnership as an opportunity to broaden its gaming portfolio and strengthen its offering for players across its operating markets.
Tornike Tordia, Head of Gaming at MaxBet, said:
"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."
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Continued Growth Strategy for Imagine Live
The MaxBet agreement arrives shortly after another expansion move by Imagine Live. Earlier, the company announced a partnership with iGaming aggregator Alea, a deal designed to make its live casino products available to a broader network of operators in regulated jurisdictions worldwide.
Together, the two agreements illustrate the supplier’s focus on increasing distribution and strengthening relationships with operators across multiple regions. Since its launch in 2022, Imagine Live has concentrated on international growth, combining studio expansion, regulatory approvals and technology development as key elements of its strategy.
Source:
“Imagine Live goes live with MaxBet bringing live casino to the Balkans“, imaginelive.com, July 9, 2026.