Carousel Group Switches Gears, Plans To Bring MaximBet To Indiana

Posted on April 14, 2021 - Last Updated on February 24, 2023

Carousel Group is switching up its sportsbook plans for Indiana.

The company was originally going to bring the brand to the Hoosier State.

Instead, Carousel will start moving the brand in another direction.

The company’s sports betting product will go by the name of MaximBet when it launches in the state.

That’s all thanks to a new partnership between Carousel and Maxim.

MaximBet Sportsbook Indiana

The well-named app will not be coming to Indiana.

In fact, it won’t be coming to anywhere else in the US either.

Carousel will keep the brand alive overseas, but it will be pushing MaximBet as its sportsbook here stateside.

Maxim is a lifestyle brand that focuses on men. Carousel CEO Daniel Graetzer says that Maxim makes for the perfect sportsbook partner.

“Our mutual objective to provide premier entertainment and VIP experiences to the same customer demographic makes Maxim the perfect partner for Carousel and we can’t wait to launch MaximBet later this year for fans.”

The company’s deal with Caesars Entertainment will get the ball rolling on that expansion.

That partnership gives MaximBet the market access it needs in a handful of states, including Indiana.

Online sportsbooks need a retail casino partner before they can launch in Indiana.

Since MaximBet is working with Caesars, that means that the sportsbook will partner up with either Indiana Grand Casino or Harrah’s Hoosier Park.

We’ll know more about the company’s Indiana plans once MaximBet snags its temporary vendor license from the gaming commission.

MaximBet is going to face some steep competition in a crowded, and still growing, Indiana market.

New Indiana online sportsbooks

WynnBET Sportsbook just opened for business at the start of April, and the growth isn’t stopping there for Indiana’s sports betting apps.

MaximBet is just one of the sportsbooks on its way to the Hoosier State right now. These other companies are all planning on coming to Indiana this year:

  • Barstool Sportsbook
  • SBK Sportsbook
  • 888sport
  • TwinSpires
  • fubo Sportsbook

Indiana has 10 different online betting apps right now, so things are going to get crowded by year’s end.

TwinSpires is a rebranding of BetAmerica Sportsbook, which is already open for business.

BetAmerica rebrands to TwinSpires isn’t the only company rebranding for an Indiana launch.

When BetAmerica officially makes the switch over to TwinSpires, it’ll be a much-needed fresh start for the company.

The sportsbook only took in $76,000 worth of bets during March. That was miles behind Unibet’s second-lowest $2.1 million haul.

BetAmerica is a Churchill Downs product, and the company has clearly had enough of the underwhelming performance.

TwinSpires has been Churchill’s horse racing platform for years, so moving sports betting under the same roof makes sense.

The dual TwinSpires experience is already up and running in states like Tennessee.

The migration away from BetAmerica will take place in Indiana sometime this year.

As for the other rebranding company, MaximBet could launch in Indiana as early as this summer.

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Jake Garza

Jake Garza is a US Gambling Industry Analyst for Catena Media. He specializes in Midwest sports betting and casino content. Prior to covering the legal gambling industry, he spent time as a professional sports writer, reporting on teams such as the Cincinnati Bengals, Indianapolis Colts and Indiana Pacers. Garza is currently working as a Managing Editor for PlayIndiana and PlayOhio, with previous stops at other well-known brands such as PlayIllinois and PlayMichigan. He has been covering the gambling industry since 2019, and currently works with a team of other journalists to provide comprehensive coverage of the legal U.S. gambling industry.

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