Super has announced the acquisition of Maxbet’s Romania and Maltese operations in an undisclosed deal, EGR can exclusively reveal.
The acquisition will see privately owned Super, which runs the Superbet brand, take over Maxbet’s operations and customer portfolio.
The deal was concluded earlier this week and remains subject to standard regulatory approval.
Super, which secured a new €1.3bn refinancing agreement last year with investment firm Blackstone, said the acquisition would support its “sustainable growth plans across the Central and Eastern European (CEE) region”.
Management noted Maxbet users would be provided with “gradual access to the extended resources and capabilities of Super’s entertainment platform”.
Maxbet launched online operations in 2015 and Romania serves as its core market. As well as online operations, Maxbet has more than 100 retail shops across the country.
The operator is headed up by CEO Manuel Bauer. Bauer previously served as chief technology officer at Malta-based online casino Casumo between February 2021 and June 2023.
Superbet remains the market leader in its native Romania, where it is headquartered in the capital of Bucharest.
The move for Maxbet comes almost five years after Super snapped up Napoleon Sports & Casino in Belgium in what was its most recent major M&A deal.
Maxbet was acquired by London-based PE firm Novalpina Capital in 2021. At the time, local media reported the deal was worth €250m.
It’s important to note Maxbet is not related to Maxbet Serbia, which was acquired by Flutter Entertainment in 2023.
Adam Lamentowicz, Super chief commercial officer for Central and Eastern Europe, said: “The acquisition of Maxbet aligns with our consolidation strategy in the CEE region and strengthens our ability to build a competitive entertainment ecosystem tailored to the expectations of customers in each market.
“Romania is a key pillar of our growth strategy, and this transaction enables us to accelerate both operational and commercial development through a diversified brand portfolio and a well-defined customer community.”
Bauer added: “Romania is one of the most competitive gaming markets in Europe, and reaching this point reflects a period of focused execution, continuous improvement and dedication at Maxbet.
“Integration into the Super Group marks the next phase of that evolution. Combined with Super’s resources and technology platform and our joint operational expertise, Maxbet brings proven local execution and deep product experience.
“This reinforces the foundations of the Maxbet brand and enables us to further elevate the experience for our customers across both digital and retail, while ensuring continuity, stability and long-term opportunity for our people.”
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The post Exclusive: Super acquires Romanian operator Maxbet first appeared on EGR Intel.
Superbet parent company looks to strengthen its position in its native market with undisclosed deal for omnichannel business
The post Exclusive: Super acquires Romanian operator Maxbet first appeared on EGR Intel.