Maxim's target demographic - young men - are the highest risk group for problem gambling

Maxim Magazine And Carousel Group Team Up To Create A New US Sports Betting Brand

As more online gambling apps enter the marketplace, many of the creators are starting to realize the value of content partnerships.

Carousel Group is the latest company to get on board, having partnered with men’s magazine Maxim. Together, they will seek to build a new online gambling brand, MaximBet Sportsbook.

The most notable content partnership to-date is Penn National Gaming‘s coordination with Barstool. That way, Penn offers its online gambling customers a well-rounded sports betting experience. This is perhaps the best-known content partnership, but others are joining in.

To that end in its announcement on Monday, Carousel said the future online gambling site will comprise both online casino and sports betting. Maxim‘s content on “print, digital, social and experiential platforms” will be invaluable “to engage the loyal Maxim community and sports bettors, alike.” is slated to be available in the US and internationally. Carousel has market access for sports betting in New JerseyColoradoIndiana and Iowa. Of those, only New Jersey currently has legal online casino gaming.

As of Tuesday afternoon, Google listed the domain name as being for sale. So one of the first action items for the partnership will presumably be to secure the domain name.

Maxim’s audience is filled a risk-taking demographic

The announcement comes at an interesting time. Legal sports betting in the US isn’t even three years old, but spreading like wildfire.

That’s a mixed blessing. It’s great for the industry, and for those who’ve been waiting for a legal alternative to offshore sportsbooks. However, lawmakers are prone to believing that sports betting is less risky than casino games, and may discover that the reality is quite the opposite. That goes double for what will surely be MaximBet’s target demographic.

A recent study from the National Council on Problem Gambling listed as its main finding as young, male sports bettors being at higher risk of becoming problem gamblers. Young men are unequivocally in Maxim‘s target audience, and it seems that MaximBet will put the sports betting vertical first, and casino gaming second.

In that regard, the new brand has a lot in common with Barstool Sportsbook. Unfortunately, their marketing has missed the mark on responsible gambling more often than not. Hopefully, MaximBet can do better.

- Heather Fletcher is the lead writer with OnlinePokerReport. She's a career journalist, with bylines in The New York Times, Adweek and other publications. Reach her at [email protected]
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