partnerships
MaximBet strikes new official data, trading and personalized marketing partnership with Genius Sports

- New partnership to provide growing US sportsbook with PreMatch, LiveData and LiveTrading solutions across thousands of events a year
- Agreement includes official data-driven content for NASCAR, EPL, MAC Football and Basketball and the NFL
Genius Sports Limited, the official data, technology and broadcast partner that powers the ecosystem connecting sports, betting and media, has secured an extensive new partnership with MaximBet.
Across thousands of events a year, Genius Sports will provide MaximBet with its official data-driven PreMatch, LiveData and LiveTrading solutions to deliver real-time feeds and pin-point pricing. MaximBet is a privately-held, licensed sports betting and iGaming operator that launched last year in partnership with iconic, international media company, Maxim.
Genius Sports will provide MaximBet with the highest quality content for some of the largest competitions in world sports, including NASCAR, NCAA, EPL, FIBA and the NFL. MaximBet will have access to Genius Sports’ full NFL product suite, including access to the league’s real-time statistics, proprietary Next Gen Stats (NGS) and official sports betting data feed. As the official data partner to the Mid-American Conference (“MAC”), Genius Sports will also provide MaximBet with the first and only official data feed for betting on NCAA sports.
Genius Sports’ digital marketing solutions will also help MaximBet run highly targeted, data-driven campaigns to attract, engage and retain new customers.
“A premium betting experience requires the best and most exclusive content which makes Genius Sports the ideal partner for MaximBet as we ramp up for growth across North America,” said Daniel Graetzer, CEO & Founder, MaximBet. “We are the only true lifestyle sportsbook, offering players incredible, money-can’t buy access to MAXIM parties, courtside seats and more. Combining that with the real-time data our players need gives them a full offering not found elsewhere in the marketplace.”
“Across official data, trading and highly targeted marketing, Genius Sports will play a central role in powering MaximBet’s exciting growth across the U.S.,” said Sean Conroy, Executive Vice President, North America of Genius Sports. “We’re excited to help engage and expand MaximBet’s passionate customer base.”
Latest News
NFL Announces Partnership with ICRG

The National Football League (NFL) announced a partnership with the International Center for Responsible Gaming (ICRG) to address growing concerns around gambling behaviors among college athletes and students. The NFL Foundation will contribute $600,000 over three years to support independent, peer-reviewed research being led by the ICRG that aims to explore the prevalence, risk factors, and impacts of gambling behaviors in these populations.
While initial studies have indicated that college athletes may be at higher risk for gambling problems, there remains a lack of comprehensive, current data on how college populations interact with online sports betting platforms. This NFL-ICRG initiative will empower independent researchers to explore a wide range of topics with the goal of informing data-driven prevention strategies, education, and policies aimed at reducing gambling-related harm. Grant applications will be peer-reviewed prior to the selection of the final recipient by the ICRG Independent Scientific Advisory Board.
Additionally, the NFL will fund an update to the ICRG’s “Talking with Children About Gambling” educational resources to equip parents, coaches, and educators with practical guidance to help prevent youth gambling exposure before college. Educational materials will be widely available online and distributed to schools, community sports organizations, and youth programs nationwide.
“We’re proud to partner with the ICRG to advance research that can drive meaningful solutions and address a critical gap in the understanding of gambling behaviors among college athletes and students. This initiative reflects our ongoing commitment to promoting responsible gambling and fostering a safe and supportive environment for athletes, fans, and communities,” said Anna Isaacson, NFL senior vice president of social responsibility.
“The NFL has once again demonstrated its commitment to player and fan protection by supporting this critical research targeting young adults. The NFL and ICRG together will make a meaningful contribution to understanding and implementing policies and programs that support a safer gambling environment,” said Arthur Paikowsky, president of ICRG.
Latest News
Aristocrat Interactive Secures Landmark iLottery Contract with the Michigan Lottery

Aristocrat Interactive, under NeoGames US LLP, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery program using NeoGames’ iLottery platform and games.
This new deal will provide the Michigan Lottery with eInstant games, draw-based games, and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio, along with continuing to leverage the company’s iLottery technology, which includes:
• NeoSphere player account management platform
• NeoDraw draw games system
• NeoCube Business Intelligence solutions; and
• NeoEngage – Aristocrat Interactive’s overall customer and data experience solution.
Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specializing in the lottery, casino, and sports betting industries. Under the deal, Aristocrat Interactive will lead the Michigan Lottery’s CRM marketing efforts, including promotions and customer communications, and will deliver managed services including staffing, a customer service center, payments management, third-party integration, compliance, and responsible gameplay solutions.
“This collaboration is a sign of our commitment to being a leader in the iLottery space and a win for players and public education in Michigan as we look to further enhance our offerings, deliver an entertaining iLottery experience, and drive incremental revenue to the School Aid Fund. Aristocrat Interactive has a proven track record of providing the industry’s leading technology, comprehensive player services, and engaging content for lotteries around the world. We’re confident this new deal will help us continue to be a leading innovator in this exciting digital space,” said Suzanna Shkreli, Commissioner of the Michigan Lottery.
“The Michigan Lottery is a trailblazer in the U.S. iLottery industry, and we’re proud to be a strategic partner for their business. This multi-year agreement is a testament to the proven strength of the Aristocrat Interactive platform, our commitment to innovation, and the long-term value we provide to our customers,” said Chris Shaban, Managing Director of Aristocrat Interactive iLottery.
Canada
High Roller and Playtech Announce Strategic Partnership

High Roller Technologies and Playtech announced a strategic partnership for Ontario, Canada, that will see Playtech provide its industry-leading technology to power High Roller’s platform and premium brand, ensuring a seamless, high-quality experience for players in the region.
Ben Clemes, Chief Executive Officer at High Roller, said: “Collaborating with Playtech in Ontario is an exciting step for High Roller as we continue to grow and evolve. Playtech’s well-established technology will be instrumental to our mission of providing a world-class entertainment experience for our players.”
Sergey Harutyunyan, Chief Revenue Officer at Playtech, said: “We are delighted to partner with High Roller as they expand into Ontario. Playtech’s technology is designed to support operators in regulated markets, and we look forward to working together to provide High Roller’s players with safe, innovative, and engaging gaming experiences.”
Ontario represents a key market for both companies, featuring a robust regulatory framework and fast-growing player base. Recently, High Roller announced the submission of its Internet Gaming Operator license application for Ontario, and subject to licensing and regulatory approval, High Roller anticipates launching live operations in H2 2025.
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