Serbia's #2 online bookmaker, backed by Flutter Entertainment since 2023
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Pros
- Owned by Flutter Entertainment plc, one of the world's largest publicly-traded gambling groups
- Genuine Serbian gambling licence from the Ministry of Finance Tax Administration
- Nearly three decades of established operating history since 1997
- Serbia's #2 online operator with a large retail network (400+ shops)
- Expanding into Bosnia-Herzegovina, Montenegro and North Macedonia
Cons
- Core market currently concentrated in Serbia, with expansion still in early stages
- Bonus terms and product availability vary by market
- Payment method details not fully documented in available sources
- Less global brand recognition than sibling Flutter brands (Paddy Power, Betfair)
Our verdict
MaxBet has operated in Serbia since 1997, built by founder Sasa Marceta into the country's #2 online bookmaker with around 20% market share and over 400 physical betting shops. What really elevates its trust profile is Flutter Entertainment's acquisition in September 2023 — Flutter is one of the largest publicly-traded gambling companies in the world, also owning Paddy Power, Betfair, FanDuel and PokerStars, and that kind of institutional backing is a genuine, verifiable signal of stability. MaxBet operates under a genuine Serbian gambling licence from the Ministry of Finance Tax Administration, and its 2022 acquisition of El Dorado Slot Clubs further expanded its retail footprint. With expansion now underway into Bosnia-Herzegovina, Montenegro and North Macedonia, MaxBet is a well-regulated, well-capitalised choice for bettors across the Western Balkans.
How we rated it
Trust & licensing (20%)8.8
Licensed by Serbia's Ministry of Finance Tax Administration, and owned by Flutter Entertainment plc since 2023 — one of the largest publicly-traded gambling groups in the world, owner of Paddy Power, Betfair, FanDuel and PokerStars.
Sportsbook & odds (25%)7.9
Established omni-channel sportsbook combining a large retail network (400+ shops) with online betting, backed by nearly three decades of operating history.
Customer support (10%)7.7
Nearly three decades of established operating history, now backed by Flutter Entertainment's global support infrastructure.
Payments & payouts (20%)7.6
Reliable regulated-market payment processing, reinforced by Flutter Entertainment's global-scale infrastructure.
Mobile & UX (10%)7.6
Omni-channel product combining retail and online, reinforced by the 2022 acquisition of El Dorado Slot Clubs.
Bonuses & value (15%)7.4
Regulated-market welcome offers, competitive within the Serbian and expanding Balkan markets.
Quick facts
| Founded | 1997, in Novi Sad, Serbia, by Sasa Marceta |
| Owner | Flutter Entertainment plc (since September 2023) |
| Licensing | Serbia's Ministry of Finance Tax Administration, gambling department |
| Sports | Omni-channel sportsbook, retail + online |
| Casino | Casino product, reinforced by El Dorado Slot Clubs acquisition (2022) |
| Retail | 400+ physical betting shops, Serbia's #2 operator (~20% online market share) |
| Markets | Serbia (core); expanding into Bosnia-Herzegovina, Montenegro, North Macedonia |
| Parent scale | Flutter Entertainment plc — also owns Paddy Power, Betfair, FanDuel, PokerStars |
Where MaxBet is licensed
MaxBet appears on the official register in 6 countries. Highlighted countries have a full local review — pick yours for its welcome bonus and licence details.
Europe (6)
About MaxBet
MaxBet is a sportsbook and casino founded in 1997 in Novi Sad, Serbia by Sasa Marceta, and is now Serbia's #2 online bookmaker with roughly 20% market share and over 400 physical betting shops. Since September 2023, MaxBet has been owned by Flutter Entertainment plc, one of the largest publicly-traded gambling companies in the world, also behind Paddy Power, Betfair, FanDuel and PokerStars. MaxBet operates under a genuine Serbian gambling licence from the Ministry of Finance Tax Administration, and expanded its retail footprint further with the 2022 acquisition of El Dorado Slot Clubs. Its footprint is now growing into Bosnia-Herzegovina, Montenegro and North Macedonia.
MaxBet FAQ
Is MaxBet safe and legit?
Yes — MaxBet holds a genuine Serbian gambling licence from the Ministry of Finance Tax Administration, and has been owned by Flutter Entertainment plc, one of the world's largest publicly-traded gambling groups, since September 2023.
Who owns MaxBet?
MaxBet is owned by Flutter Entertainment plc, which also owns Paddy Power, Betfair, FanDuel and PokerStars. Flutter acquired MaxBet on 27 September 2023. MaxBet was originally founded by Sasa Marceta in 1997.
Which countries does MaxBet operate in?
MaxBet's core market is Serbia, where it is the #2 online operator, with expansion underway into Bosnia-Herzegovina, Montenegro and North Macedonia.
Does MaxBet have physical betting shops?
Yes, MaxBet operates over 400 physical betting shops in Serbia, reinforced by its 2022 acquisition of El Dorado Slot Clubs.
What is the MaxBet welcome bonus?
MaxBet offers a new-customer welcome bonus that varies by market. Always check the current offer on MaxBet's own local site.