Imagine Live Partners with MaxBet, Bringing Live Casino to the Balkans

Phased rollout begins in Montenegro 

The partnership extends Imagine Live’s presence across regulated markets, bringing its live dealer games and game show content to MaxBet’s player base. Now agreed and rolling out, the collaboration will go live first in Montenegro, followed by Serbia and then Bosnia & Herzegovina.

MaxBet serves around 95,000 online players each month, holding a leading position in its core Serbian market. The business has been majority-owned by Flutter Entertainment – the global operator behind brands including Paddy Power and Betfair – since 2023.

Its players will gain access to Imagine Live’s portfolio of live dealer tables and game shows, streamed from the provider’s studios in Armenia, Romania and Spain.

Imagine Live operates more than 200 tables 

Launched in 2022, Imagine Live operates more than 200 tables and holds licences with the UKGC, MGA, ONJN, HGC and other regulators, extending its footprint in a region where regulated online play continues to grow.

Statements by executives

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."

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.”