Flutter, the world's largest online betting company, said the 700 million euro Serbian betting market is attractive due to its relatively low online penetration of around 35% and expected online compound annual growth to 2025 of approximately 15%.
MaxBet, which generated pro forma fully regulated revenue of 145 million euros in the year to June, 44% of it online, also has a smaller presence in Bosnia, Montenegro and North Macedonia.
"We believe MaxBet is an excellent opportunity to replicate the success we have achieved in markets like Georgia, India and Italy," Flutter CEO Peter Jackson said in a statement, referring to similar acquisitions in those markets.
Flutter, which makes 78% of its revenue in its main divisions of the U.S., Australia and the United Kingdom and Ireland, operates in more than 100 countries around the world.
($1 = 0.9466 euros)Reporting by Padraic Halpin; Editing by Jan HarveyOur Standards: The Thomson Reuters Trust Principles.
Persons:
Paddy Power, Peter Jackson, Padraic Halpin, Jan Harvey
Organizations:
DUBLIN, Thomson
Locations:
Balkans, Bosnia, Montenegro, North Macedonia, Georgia, India, Italy, U.S, Australia, United Kingdom, Ireland