Sports gambling newcomer MaximBet aims to compete in the online casino arena too

OPR Q&A: Doug Terfehr On MaximBet Online Casino And Sportsbook

Land on the MaximBet home page and you’ll learn that MaximBet Casino is “coming soon.” How soon is “soon,” though?

That word technically means 2022, according to the leader of the brand.

Doug Terfehr, MaximBet’s vice president of communications and brand, spoke with Online Poker Report this week about his company’s plans for the coming year.

At the moment, MaximBet is mainly known as a sportsbook. It’s accepting sports wagers in Colorado, where MaximBet Sportsbook launched three months ago. Future launches are slated for Indiana, Iowa, New Jersey, Ohio and Pennsylvania.

In those same states, online casinos are still in the works.

MaximBet began rolling out its game plan back in April, when Carousel Group partnered with men’s lifestyle magazine Maxim to create MaximBet. Around then, Carousel also partnered with Caesars Entertainment for sportsbook and online casino gambling.

Terfehr adds:

“We already have market access in Canada and it will be a significant part of our brand future.”

MaximBet launches free-to-play sports gaming app

Meanwhile, the company today launched MaximBet Play — a social app that provides “sports fans nationwide access to the unmatched gaming experience and epic prizes they’ve come to expect from MaximBet.”

The free-to-play product will help MaximBet build databases of customers before those jurisdictions launch legal real-money gambling.

Terfehr tells OPR that much like Maxim’s efforts in the original wave of digital content, the operator is looking for more ways to engage fans. Competing operators are likewise beginning to realize the importance of incorporating content to increase customer engagement.

He says:

“We are building a standalone free-to play-business. Our goal is to engage with American sports fans via our ‘pick ’em’ contests. We have a really modern user experience that we think sports fans are going to love. We will certainly cross-sell our other products to our MaximBet Play users, but we’ve built this product to entertain sports fans in a simple and exciting way. We are launching our real-money casino in 2022, but we will be doing our free-to-play casino in a separate app late next year.”

Here’s what Terfehr had to say about MaximBet’s 2022 plans.

Will you launch a social casino app in jurisdictions where real-money online gambling is becoming legal?


We’re identifying fits in markets where we’re close to launch and where betting may soon be legalized to start introducing sports and gaming enthusiasts to the MaximBet brand. And while we know they’ll love the experience of MaximBet Play, we will also promote our paid MaximBet platform to let them know everything MaximBet has to offer. They will be cross-promoted.

Our goal with MaximBet Play and our free-to play offering is to provide fun, quick ways to enjoy watching a game. As part of that experience — for users who are of age — you’ll see pop-ups from MaximBet about similar props and experiences that you might enjoy.

We’ll also be cross-promoting through CRM, email, social media and more to let MaximBet users know about our new free-to-play offerings and vice versa.

When and where in the US and Canada will real-money casino launch?

All we can say now is we’ll be launching our real-money casino in 2022 and we’re excited to share more with Online Poker Report readers when we have more to share.

Did you apply to be an iGaming operator in Ontario? How’s that going?

We are finalizing our application to enter the Ontario sports betting and iGaming market, and anticipate working closely with the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario over the next few weeks in that effort.

Ontario has the potential to be one of the largest and most profitable gaming markets in North America. While there are a number of items we hope to gain better clarity on prior to launch (e.g., personal data management, security requirements), we’re excited to launch in Ontario in 2022 and heavily invest in the market.

Will you use your sports database to cross-promote the casino app?

There’s not much we can share right now, but we hope to have more to tell in the near future.

How else do you plan on acquiring online casino gamblers?

We hope to share more about our casino strategy in the near future.

- 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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