Imagine Live: "The live casino sector is highly dynamic and requires continuous innovation to stay ahead"

The highly anticipated inaugural edition of ICE Barcelona provided an important opportunity for Imagine Live to showcase its latest innovations. As a leading provider in the live casino industry, the company impressed attendees with its innovative technology and immersive gaming experiences. Among the highlights was an immersive cube, which offered visitors a unique way to explore its gaming titles.

In this exclusive interview with Yogonet, conducted on the first day of the event, Martin Martirosyan, Group CEO of Imagine Live, reflects on the company’s participation, shares key takeaways, and discusses industry trends, including the increasing impact of live dealer solutions on the future of online gaming.

What are your impressions of this year's ICE, being the first to take place in Barcelona?

As this is the first ICE edition in Barcelona, the new venue is obviously a major point of interest. The new exhibition space is huge, which opens up a lot of new possibilities and opportunities for attendees.

In addition to the novelty of the venue, the first day was very productive for us, with many attendees showing interest in Imagine Live and our new products for the year, as well as our existing portfolio. 

We are making a bold statement with our showcase at ICE. As our slogan says, Imagine Live is about live casino reimagined. What we are proving here is that there are many new possibilities we can bring to the live casino experience.

What are some of the most in-demand games at the moment?

The live casino industry is very dynamic, so you have to keep coming up with something new to amaze your partners and players. Innovation and new technologies are what they are looking for, so the experiences we provide have to reflect that.

This time we are bringing a new game show called Roulette Rouge. This multiplayer roulette-based game show comes with two bonus rounds that allow players to increase the multipliers. One of these bonuses is based on a crash game, while the other is a digital wheel-based game. 

Most importantly, for the first time, we are introducing a progress bar. Built into the Roulette Rouge game, the bar fills up as players win more. They earn points that is converted into additional multipliers as they play, effectively building loyalty to the game and engaging players in a new way.

Another way to build loyalty is through customized studios. Can you tell us more about how Imagine Live is approaching dedicated studios? What do you consider when launching a studio tailored to a partner’s specific need?

When launching dedicated studios, it is very important for us to tailor them not only to the specific needs of our partners but also to the tastes of their players. This includes making them feel natural to the consumer and introducing localization, both in terms of language and interior design. 

We consider all the visual and product aspects of the studio to ensure that the space stands out for our partners and enhances their live casino success. The studio clearly shows that the operator has the player in mind and makes them feel immersed in this customized space. Bespoke studios are also a source of pride for us as well because they help us take our partners to a higher level.

You were recently appointed Group CEO of Imagine Live. First of all, congratulations! What does it mean to you to lead the company in this next step of its evolution?

It's an absolute honor to have been appointed to this position, and I'm very grateful to the founder of the group for putting his trust in me. This is a fantastic opportunity because Imagine Live is a very dynamic and growing company.

We have expanded not only in Armenia but also into other markets such as Romania. This expansion won’t slow down, as we have big plans to expand in other countries as well. I'm sure we’ll be able to achieve this goal with a very solid and dynamic team behind me. 

Where do you see the live casino segment going? Are there any major trends that you see gaining momentum?

This is a very dynamic industry and there are a lot of new things happening in terms of technology. Artificial intelligence is obviously a major development, and I'm very proud to say that we have incorporated AI into our portfolio with the Dealer Performance Tracker. It helps us track the performance of our dealers while improving the quality of the streams and the overall product we offer to our partners.

It is a major milestone for us, and one that I predict will have a lasting impact for years to come as we look to expand our use of AI technology in the future.

What are your expectations for the year ahead of us, in terms of expansion opportunities and the company's sustained growth trajectory?

Last year was a year of continued growth. In 2024, we received major licenses including those from the UK, MGA, and Sweden. In addition, we recently received full certification from the Brazilian regulatory authority, making us fully compliant with Brazilian requirements - another milestone in our expansion.

These markets are a priority now, but we also plan to expand into additional jurisdictions in 2025. Among many, I would like to highlight Romania, Greece and Italy. Expansion isn’t just about getting licensed. It's about partnering with the right operators and delivering a tailored solution that includes localization and language-adapted games. Only through this approach will players get to know Imagine Live better and be motivated to try our games.